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Doing More With Data - Programs - CLOSE - Sales Empowerment to Drive Sales Effectiveness

Discovering Data-Accelerated Revenue Traction

The CMO Council, in partnership with IBM Watson Customer Engagement, is gathering insights from senior marketing, commerce and supply chain executive into how the shift toward the customer has necessitated innovation across data, analytics and holistic operations. 

Program Description

This program seeks to understand how marketing, commerce and supply chain executives are centralizing and putting today’s deluge of data to work. It will uncover new ways these executives are extracting value from multiplying sources of insight (IoT, MarTech apps, third-party APIs) and unstructured content (both inside and outside the enterprise).

The research will delve into issues of data availability, accessibility, quality and timeliness as executives face the competitive imperative to leverage real-time, refined data for revenue growth, customer gratification and trusted decision support. It will also explore the gaps and deficiencies in the data value chain as it results to customer journey, path to purchase, lifetime value, and end-to-end experience.

The goal of this research initiative is to help functional business leaders review, value and prioritize data assets. The results of this research will provide a self-assessment tool for leaders to identify the most relevant sources of data, and determine what types, sources, formats, and interfaces will boost marketing and business performance.


Program Sponsor

The Wise Marketer provides free daily news and resources for marketing professionals, including surveys, research, customer loyalty, CRM, emerging technologies and developments, trends and forecasts, industry events, a directory of major players and suppliers, and much more. From the publisher of heavyweight research reports such as The Loyalty Guide and The Marketing Guide, we aim to give marketers, executives, and investors in every country and region the pure facts without any hype or bias.

Program Sponsor

The Technology Marketing Center (TMC) is a community for technology marketing professionals and their colleagues in engineering, sales and management. Use the TMC forum for discussion of Strategic Technology Marketing Process - how to lead cross-functional product/market strategy development and implementation in your organization. TMC Visitors can explore proven frameworks and common Vocabulary to address high tech market challenges. TMC Members are some of the 3500+ past participants in the Strategic Marketing of Technology Products offered previously in the Caltech Industrial Relations Center for 17 yrs.

Program Sponsor

For a long time, the only people with access to Qualtrics survey software were our closest friends and a bunch of Scott’s MBA students. It was our research clients who pushed us to open up the system and gave us the feedback needed to make it both the easiest to use and most sophisticated research suite on the market.

Program Sponsor

Powerlinx offers a new automated way to match and arrange the right introductions that give companies of all sizes access to new customer or channel opportunities, joint ventures, outsourced innovation, deals, affiliations, alliances, acquisitions, funding and linkages that can generate competitive advantage if embraced and managed effectively. Powerlinx offers a cost-efficient, secure and seamless way to connect intelligently with partner prospects, customer opportunities and acquisition candidates using a global database of 12 million business entities worldwide.

Program Sponsor

For millions of business owners and decision-makers, Penton makes the difference every day. We engage our professional users by providing actionable ideas and insights, data and workflow tools, community and networking, both in person and virtually, all with deep relevance to their specific industries. We then activate this engagement by connecting users with tens of thousands of targeted providers of products and services to help drive business growth.

Penton is a privately held company owned by MidOcean Partners and U.S. Equity Partners II, an investment fund sponsored by Wasserstein & Co., LP.

Program Sponsor

The only fully integrated, North America-based global newswire, Marketwire inc. is a full-service partner to IR, PR and MarCom professionals seeking premier distribution, media management, multimedia and monitoring solutions. Marketwire’s customer-centric corporate philosophy focuses on being the best by infusing every aspect of its business with the following core attributes: precision, adaptability, innovation and simplicity. Marketwire delivers its clients’ news to the world’s media and financial communities. With a reputation for technological leadership, Marketwire offers innovative products and services—including social media, search engine optimization, Dashboard Mobile Financial, news dashboard coverage reports, exclusive access to networks such as the Canadian Press Wire network, easy IR and PR workflow solutions and more—that help communications professionals maximize their effectiveness while ensuring accuracy and best practices. Having merged companies (Marketwire and CCNMatthews) in April 2006 and enjoying a combined history of 25 years of service, Marketwire is now majority-owned by OMERs Capital Partners, the private equity arm of one of Canada’s largest pension funds.

Program Sponsor

GlobalFluency is the leader in the Intelligent Market Engagement (IME), a powerful model for building brand authority, shaping market discussion and harvesting new business prospects. The IME model allows companies to directly address and engage with important decision makers and customer audiences to identify, examine and accent critical issues that impact their markets. With a bi-coastal North American office presence in Silicon Valley and New York City, GlobalFluency has 70 member offices in 40 countries around the world.

Program Sponsor

Dun & Bradstreet is the world's leading source of commercial information and insight on businesses, enabling companies to Decide with Confidence® for 171 years. D&B's global commercial database contains more than 215 million business records. The database is enhanced by D&B's proprietary DUNSRight® Quality Process, which provides our customers with quality business information. This quality information is the foundation of our global solutions that customers rely on to make critical business decisions.

D&B provides solution sets that meet a diverse set of customer needs globally. Customers use D&B Risk Management Solutions™ to mitigate credit and supplier risk, increase cash flow and drive increased profitability; D&B Sales & Marketing Solutions™ to increase revenue from new and existing customers; and D&B Internet Solutions™ to convert prospects into clients faster by enabling business professionals to research companies, executives and industries, over the web.

Program Sponsor

The Chief Marketing Officer (CMO) Council is the only global network of executives specifically dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 15,000-plus members control more than $500 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include more than 35,000 global executives in more than 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia-Pacific, Middle East, India and Africa. The council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Mobile Relationship Marketing (MRM) Strategies,,, Marketing Supply Chain Institute, Customer Experience Board, Digital Marketing Performance Institute, GeoBranding Center and the Forum to Advance the Mobile Experience (FAME).

Studies & White Papers

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The CMO's Growth Driving Playbook

CMO Council and Deloitte

This report highlights the five key plays all CMOs need to undertake if they are to drive successful growth. Findings are based on deep-dive interviews with growth-driving CMOs that have truly ignited growth within their organizations, as well as a survey of close to 200 senior marketing leaders.

Available for CLOSE Members. Register or Sign-In to download.

Doing More With Data

CMO Council and IBM

The report highlights the challenges facing how data strategies are being transformed to elevate customer engagement as it relates to marketing, commerce and supply chain.

Available for CLOSE Members. Register or Sign-In to download.

Ingenuity in the Global eCommerce Community

CMO Council and eBay

The brief aggregates the best practices of leveraging eCommerce communities to execute smarter and more personalized customer acquisition strategies with key insights from brand leaders at Bosch, Brooks Sports, Casio, Electrolux, Fruit of the Loom/Spalding, LEGO, Lenovo, PERRIN PARIS, PUMA and Serta Simmons Bedding.

Available for CLOSE Members. Register or Sign-In to download.

Elevate What Consumers Appreciate

The CMO Council

This report reveals perspectives from 150 manufacturer and retailer marketers around what steps they are taking, and where they are missing the mark, when it comes to the aftermarket, including perspectives from 18 marketing executives from brands such as Ace Hardware, Whirlpool, Wally Sears, Electrolux, Microsoft, Kia Motors, and others.

Available for CLOSE Members. Register or Sign-In to download.

Product Ownership

The CMO Council and Live Technology

The ownership experience should be a critical brand differentiator and revenue generator for both manufacturers and retailers. Research findings confirm that the aftermarket service and support that drive and solidify satisfaction, loyalty and advocacy. 

Available for CLOSE Members. Register or Sign-In to download.

The CMO Shift to Gaining Business Lift

CMO Council and Deloitte

The age of customer experience has heralded in a new sense of empowerment and influence amongst CMOs, now positioned as strategic members of the C-Suite. Research findings include top methods by which marketers can drive revenue and improve margin.

Available for CLOSE Members. Register or Sign-In to download.

Strategy 2017

CMO Council and IBM Marketing Cloud

Recent research reveals that marketers will not only be working to connect experiences and campaigns, but they will also be looking at everything from their relationships with data to content in order to create the connected experiences that customers are demanding.

Available for CLOSE Members. Register or Sign-In to download.

Context, Commerce + Customer

CMO Council and SAP Customer Experience

According to new research, more than a third of marketers (39 percent) believe their technology investments have met expectations in areas such as measurement and customer interaction. Research highlights best practices to exceed exceptations. 

Available for CLOSE Members. Register or Sign-In to download.

Predicting Routes to Revenue

The CMO Council

Identifying real-time decisions for business-driving engagement will require redefining data’s value and primary role, moving away from using data as a vehicle to calculate past performance metrics and into a critical tool to uncover new, real-time insights about customer behavior.

Available for CLOSE Members. Register or Sign-In to download.

Mapping Monetization

CMO Council and Vindicia

Findings from a series of executive roundtables to discuss new paths to revenue and the challenges to monetization optimization include best practices and strategies for identifying new opporunities and maximizing existing experiences. 

Available for CLOSE Members. Register or Sign-In to download.

Quantify How Well You Unify

The CMO Council

This report explores to what degree chief marketers are unifying and extracting value from multiplying customer data sources through the quantitative insights of 150 senior marketers and highlights insights from qualitative interviews with leading marketers at Wells Fargo, Charles Schwab, Disney ABC Television, See’s Candies and more.

Available for CLOSE Members. Register or Sign-In to download.


BPI Network and CMO Council

The report is based on a survey of 330 senior-level executives around the globe, and in-depth interviews with top executives in the realm of strategic partnerships that sheds new light into the motivations, rewards, pitfalls and proven practices that companies must consider as they seek growth and inspiration through business alliance building.

Available for CLOSE Members. Register or Sign-In to download.

State of Marketing 2014

CMO Council

The "State of Marketing"—the most valued annual study by the CMO Council— provides an in-depth view of global marketing vitality and direction and serves as a valuable resource tool to help calibrate, prioritize and make a business case for marketing investments.

Available for CLOSE Members. Register or Sign-In to download.

Sales Execution Trends 2014


This report highlights the primary objectives and challenges of sales organizations, as well as areas for improvement to ensure success as sales leaders look into new ways to enable sales and empower their teams.

Available for CLOSE Members. Register or Sign-In to download.

Know More to Grow More. Applying Timely, Targeted and Tailored Insight to Improve the Pipeline

Research highlighted in the latest report from the CMO Council and CLOSE—entitled “Know More to Grow More”— reveals that marketers have notable deficiencies when it comes to obtaining valuable customer data and providing actionable intelligence to sales.
Full report is available for purchase via CMO Council.


Available for CLOSE Members. Register or Sign-In to download.

Scenarios and Solutions: Mapping the Traps and Sales Effectiveness Gaps

No matter the product or service, marketing must drive demand-stimulating programs, and sales must maximize opportunities. This report contains executive perspectives from six in-depth brainstorming sessions around the world to probe the roots of these issues and create frameworks to resolve them.

Available for CLOSE Members. Register or Sign-In to download.

Closing the Gap: The Sales and Marketing Alignment Imperative

As more executives are being held accountable for sales optimization, alignment of sales and marketing is becoming a critical imperative versus a luxury of company culture. 

Available for CLOSE Members. Register or Sign-In to download.

CMOs and the Spark to Drive Growth

CMO Council and Deloitte

In this new 2018 survey of 191 marketing leaders, we find that CMOs are increasingly activating on growth-driving activities. Key findings include key challenges that threaten growth… Download »

Customer Experience Dynamics: Defining the Requirements for a Strong CX Ecosystem

According to this study by the Chief Marketing Officer (CMO) Council—conducted in partnership with SAP Hybris and SellingPower magazine—customer experience (CX) lacks… Download »

The Critical Importance of Lead Validation in Internet Marketing

Straight North

This report shares some of the most important findings from Straight North's research with the hope that it will help readers design more efficient campaigns that are structured for rapid,… Download »

Activating the New American Mainstream: Defining, Reaching and Engaging the Multicultural Market

The CMO Council

This study addresses the necessity of reaching these critical customer segments that are quickly becoming the new mainstream consumers in America. According to a… Download »

Lead Flow That Helps You Grow

CMO Council

To address the growing need to optimize lead flow and track winning content marketing strategies to optimized demand-generation tactics, the CMO Council has partnered with global content… Download »

Business Traction From Smarter SMB Interaction: Advancing Enterprise Excellence in SMB Marketing

The small to medium-size business (SMB) market will be a much bigger priority for large enterprise marketers in 2014, finds the Chief Marketing Officer (CMO) Council in its latest… Download »

Sales Department Accountability

80% of Marketing Leads are not Followed Up by Sales! How to Turn the Tables and put Marketing back in the Driver’s Seat

Download »

Optimizing Sales Effectiveness Through Value and Differentiation

To be relevant and successful sales organizations must evolve from a sales approach.

Download »

Sales Effectiveness: The Power To Grow

Yet other companies, with very competitive products and equally capable salespeople, struggle to capture customers and sales. Why does this happen?

Download »

Using Marketing to Improve Sales Effectiveness

This report reviews the key factors that optimize sales effectiveness by streamlining marketing processes and improving marketing'scontribution tosales efforts throughout the whole sales… Download »

Banco Itau Argentina

Optimizing customer cross-selling and acquisition strategies with predictive analytics.

Download »


The Clarity Project: 4 Steps to Simplifying Your Sales Message and Attracting More Clients Online
Liam Thompson, Let's Tell Your Story Publishing

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Find and nurture your ideal clients online. Discover how an effective communication strategy can transform your business and boost your profits.

Have you invested time and resources in your website, only to find it has failed to bring you regular sales? In this book, you will learn all my core service marketing principles:

  • Why businesses fail to explain what they offer so clients don’t trust them to help
  • How your business can make more sales by showing how you can easily solve your clients’ problems
  • Learn why your business, no matter what you sell, should have personality so you stand out from your competition
  • How you can get more referral and repeat business by forging and strengthening relationships
  • Why it is vital to focus on the lifetime value of a client instead of thinking short term
  • Discover why marketing should always be an investment and never an expense and how you guarantee a return
More ▼ | Buy on Amazon »
The Machine: A Radical Approach to the Design of the Sales Function
Justin Roff-Marsh

v>In The Machine, Justin Roff-Marsh shows readers how to follow the intrepid executives on three continents who have implemented his ideas over the last 15 years, building ridiculously efficient sales functions--and market-dominating enterprises--as a consequence.

Roff-Marsh calls these executives his silent revolutionaries.

This revolution has been brewing for a long time. For the last 20 years, organizations' ability to produce has overtaken their ability to sell, and, for at least as long, customers have unfailingly embraced every opportunity to avoid interacting with traditional field salespeople.

Applying the division of labor to sales might not seem controversial, but this innocent-sounding idea decimates the sales management orthodoxy and replaces it with a strange new world where sales is primarily an inside activity, where salespeople earn fixed salaries and focus their attention exclusively on selling conversations, where regional sales offices become redundant, and where marketing and engineering become seamlessly integrated with sales.

The Machine is a field guide for the executive who's prepared to wrestle sales away from autonomous field-based artisans in favor of a tightly synchronized team of specialists. Readers will embrace The Machine either to exploit the new sales order or to avoid falling victim to it. More ▼ | Buy on Amazon »
Neuro-Sell: How Neuroscience Can Power Your Sales Success
Simon Hazeldine, KoganPage Limited

Psychologist and sales coach Simon Hazeldine presents a process and approach to selling that is based on solid research and the latest findings in neuroscience. By incorporating PRISM brain-mapping-- a personality profiling instrument that uses neuroscience to identify behavioral preferences -- Hazeldine helps front line sales associates, sales managers and directors understand the importance of the unconscious and find out how to get below the surface level of buyer behavior. PRISM is the tool to enable a sales force to sell in the way that customers prefer, to be flexible and responsive, to be proactive and anticipate the customer's needs. Its use will help develop skills in building sales relationships and discover neuro-negotiating techniques that result in sales success.

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China CMO
Greg Paull, Goh ShuFen, Whirlwind Book Consultancy

China is, all at once, the world's most dynamic, frustrating, confusing, inspiring, and challenging marketplace. As companies invest more and more in marketing, raising the country to second behind the US in advertising spending, there have been many white papers, books, and reports on how to win. This book is different - it comes straight from the mouths, heads, and hearts of sixteen of the leading CMOs (Chief Marketing Officers) based in China. From Coca-Cola, Starbucks, McDonald's, and Visa to local companies such as Lenovo and Bank of Communications. This is their story. These are their ideas "More often than not, marketers come into China ill-prepared. But it's our business to know what we're getting ourselves into so we can roll with the punches." - June Bu, Johnson & Johnson "You can read as many books or blogs as you want, but you will never know what it means to do business in China until you come here for yourself." - Christine Xu, McDonald's China is now the world's second largest ad market; two decades ago its ranking was insignificant. CHINA CMO provides a snapshot of some of the most successful brands in the Mainland - but more importantly, this book is about the marketing leaders driving the award-winning work behind the brands. We shared discussions with seventeen CMOs from brands like Mondelez, AB InBev, and Lenovo to hear about their journeys in overcoming the challenges of the China market. This is what they have to say.

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Marketing Database Analytics: Transforming Data for Competitive Advantage

Marketing Database Analytics presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness is through the collection of appropriate data, but this data is nothing but numbers unless it is analyzed meaningfully.

More ▼ | Buy on Amazon »
The Experience Effect
Jim Joseph, Wilocity

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More ▼ | Buy on Amazon »
25 Sales Habits
Stephan Schiffman, Wilocity

More ▼ | Buy on Amazon »
The New Rules of Lead Generation: Proven Strategies to Maximize Marketing ROI

What’s been missing—until now—is a strategic look at how lead-generation tactics can work together to produce the maximum number of quality leads. In The New Rules of Lead Generation, marketing expert David T. Scott examines the seven most successful tactics, including e-mail, direct mail, and search engine marketing; banner and social media advertising; cold calling; and trade shows. He reveals when to use which tactics, how to use them cost-effectively and get the best results, and how each tactic has changed in recent years and will continue to evolve in the future. Readers will also discover how to test new approaches on a limited budget and how to combine multiple tactics for a more powerful, integrated campaign.

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The CRM Field Guide

The CRM Field Guide is an essential guide to Microsoft Dynamics CRM that everyone should have on their bookshelf. This book offers you details not only on CRM fundamentals and extensibility points but also the tried and true best practices and strategies of the combined experience of some of the most recognizable global experts in the CRM industry. The field guide contains insights from many CRM MVP contributors and is intended to be a book you pick up over and over again as you use CRM.

More ▼ | Buy on Amazon »
Fire Your Sales Team Today: Then Rehire Them As Sales Guides In Your New Revenue Department
Eric Keiles, Mike Lieberman

In order to be truly remarkable and create the kind of company that gets people talking, you need to step outside of comfortable patterns and think about your business in new ways. Changing the way your company does business starts with a close look at the way you interact with your clients or customers. That means re-examining your sales and marketing approach.

Eric Keiles and Mike Lieberman present three ''big ideas'' that will help you think differently about your sales and marketing efforts, lead your company to success, and beat the pants off of the competition.

Adapt to the dramatic shift in buyer behavior. As you probably know by now, the Internet has permanently changed the way people make purchasing decisions. Now that consumers have the power to research each purchasing decision online with the touch of a button, companies both large and small need to rethink their sales and marketing approach.

Transition to a guided sales process. The new consumer does not want to be sold. Instead of selling or pushing your company's products and services to every lead, you need to retrain your sales force to act as consultants who take time to understand each prospective customer's pains, answer their questions, and guide them to the appropriate solution.

Create a Revenue Department. For decades, companies of every size and across countless industries have separated their sales and marketing efforts into two distinct departments: one to drive customers to your door (marketing) and one to close the deal (sales). By combining your sales and marketing team members into a single, cohesive entity called The Revenue Department, you ensure that every member of the team works together to reach your company's overall goals.

Creating positive change within your business structure may seem difficult. Whatever you do, don't stand still. Change is necessary to move your business forward.

As Confucius said: Every long journey begins with a single step. But there's one thing Confucius left out: If you don't start taking those steps now, before long the competition will leave you behind.

More ▼ | Buy on Amazon »
Building Business with CRM

Dynamics CRM has many ways to gather and automate those processes, using the system you already have. In this book you ll be guided along from the fundamentals of business processes and how to use software to manage and drive these.

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CRM Fundamentals

CRM Fundamentals is a critical and comprehensive resource for executives and project leaders tasked with managing customer relationship management (CRM) initiatives. It provides an introduction to CRM and how it delivers value to organizations, and describes the process to build and execute a CRM roadmap successfully—including identifying goals, lining up the right people, planning projects, choosing software packages and consultants, managing the initial CRM implementation, and maintaining and evolving the program over time.  

More ▼ | Buy on Amazon »
The Social Customer: How Brands Can Use Social CRM to Acquire, Monetize, and Retain Fans, Friends, a

Adam Metz is prized by clients and online fans for his understanding of what makes both companies and their customers click—and how social media can get them in sync and drive revenue. In The Social Customer, he teaches you all you’ll need to know to transform your business—not just on the Web but across the board. Even if Facebook and Twitter were to disappear tomorrow, these are the fundamentals that will always apply—whatever the technology and whatever the social media.

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Maximizing Lead Generation: The Complete Guide for B2B Marketers

Lead generation is “Job One”: B2B marketers’ single most important objective. Maximizing Lead Generation brings together everything you need to know to do it right. Fast-paced and 100% practical, it will help you achieve outstanding results in any B2B marketplace—from enterprise technology to industrial equipment to professional services.

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CRM in Action: Maximizing Value Through Market Segmentation, Product Differentiation & Customer Rete

Written in Dr. Wong’s vivid and interesting style, and furnished with real-life examples from Canada, this book helps marketers to generate greater customer value by making good use of market segmentation, product differentiation, and customer retention strategies.

More ▼ | Buy on Amazon »
The Truth About Leads
Dan McDade

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The Truth About Leads is a practical, easy-to-read book shedding light on the secrets that help you focus your B2B lead-generation efforts, align your sales and marketing organizations and drive revenue. Written by prospect development expert and PointClear founder and CEO Dan McDade, The Truth About Leads debunks traditional thinking while uncovering the truths that lead to additional, larger and more profitable wins for your organization.

Think Outside the Inbox: The B2B Marketing Automation Guide

Marketing automation has been called the most transformative advancement in sales and marketing since the advent of CRM. Never before have sales and marketing professionals had so much insight into prospects' interests, behaviors, and buying intentions. Many people think of email marketing, and the inbox, as an effective part of online lead generation and nurturing, and it is. But marketing automation provides a complete solution, with the inbox as just one piece of the toolkit. Learn about marketing automation and how it can benefit your business today.

More ▼ | Buy on Amazon »
Data Mining Techniques in CRM: Inside Customer Segmentation

A complete and comprehensive handbook for the application of data mining techniques in marketing and customer relationship management. It combines a technical and a business perspective, bridging the gap between data mining and its use in marketing.

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Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
Mark Jeffery

In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing.

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Database Marketing: Analyzing and Managing Customers

Presenting rigorous models, methodologies, and techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing.

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CRM In Real Time: Empowering Customer Relationships

This comprehensive guide to Customer Relationship Management (CRM) draws on Barton Goldenberg s 20+ years of experience guiding firms to a successful implementation of CRM solutions and techniques. Goldenberg demonstrates how the right mix of people, process, and technology can help firms achieve a superior level of customer satisfaction, loyalty, and new business. Beginning with a primer for executives who need to get quickly up-to-speed on CRM, the book covers a full range of critical issues including integration challenges and security concerns, and illuminates CRM s key role in the 24/7/365 real-time business revolution. CRM in Real Time is an essential guide for any organization seeking to maximize customer relationships, coordinate customer-facing functions, and leverage the power of the Internet as business goes real time.

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Marketing As Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation
Nirmalya Kumar, Harvard Business Press

CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? Nirmalya Kumar argues that, although the function of marketing has lost ground, the importance of marketing as a mind-set--geared toward customer focus and market orientation--has gained momentum across the entire organization. This book challenges marketers to change their role from implementers of traditional marketing functions to strategic coordinators of organization-wide initiatives aimed at profitably delivering value to customers. Kumar outlines seven cross-functional and bottom-line-oriented initiatives that can put marketing back on the CEO's agenda--and elevate its role in shaping the destiny of the firm.

More ▼ | Buy on Amazon »
Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Bas

Retaining all the tips, tactics, and strategies that have made Strategic Database Marketing the go-to resource for marketers who take their craft seriously, this classic guide gives you the most current tools and techniques for gathering and measuring metrics and making accurate predictions with them.

More ▼ | Buy on Amazon »
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News & Articles

11.02.18 - There's a Sales Talent Crisis - But It's Solvable - Terri Williams, Multibriefs Exclusive

11.02.18 - 12 Skills Your Sales Team Can Use to Convert More Leads - Forbes Business Development Council, Forbes

10.16.18 - Sales and Marketing: Decision Makers Say You're Sending Mixed Messages - Robin Kurzer, MarTech Today

10.09.18 - 3 Fresh Perspectives: Sales and Marketing Alignment in The Digital Era - Jennifer Davis, Forbes

10.04.18 - With 600 Vendors, Sales Tech Landscape is 1/10 the Size of MarTech - and Still Overwhelming - Amy Gesenhues, MarTech Today

09.25.18 - 6 Steps To build A Data-Driven Sales Team - Daniel Newman, Forbes

09.24.18 - Why CRM Solutions Fail And New Sales Strategies for The Future - Peter High, Forbes

08.31.18 - Five Ways To Put Sales Into Motion With Video Marketing - Jenna Gross, Forbes

08.13.18 - How to Get Sales Prospects to Care About Your Marketing Content - Randy Frisch, MarketingProfs

05.02.18 - 6 Ways ABM Turns Classical Lead Scoring On Its Head - John Steinert, MarTech Today

04.11.18 - Nine Types of Video to Help You Close Sales - Victor Blasco, MarketingProfs

03.27.18 - 14 Highly Effective B2B Marketing and Sales Tactics Based on Emotions - Bob Oord, Marketing Profs

03.14.18 - 2018 Marketing Technology and Operations Survey - Scott Brinker, MarTech Today

03.13.18 - The Highest Paid Sales Executives - Dan Marcec, Equilar

02.22.18 - 4 Frustrations B2B Businesses face in Marketing & Sales - Brenda Stoltz, Business 2 Community

02.22.18 - Who Are We Designing Our Marketing/Sales Strategies To Serve? - Dave Brock, Business 2 Community

02.22.18 - Align Content to the Sales Process To Get Better Marketing Results - Kevin Page, Business 2 Community

02.12.18 - The Top Three Reasons Sales and Marketing Alignment Is Off [Infographic] - Laura Forer, Marketing Profs

12.12.17 - Five Ways to Position Your Organization for Sales and marketing Success in 2018 - Seismic, Marketing Profs

10.17.17 - How to Use Personalization to Shorten the B2B Sales Cycle - Shira Abel, Marketing Profs

09.19.17 - What B2B Sales Teams Need From Marketing to Win Deals - Ayaz Nanji, Marketing Profs

08.29.17 - The Great Divide: Bridging Taxonomy To Deliver A Better UX - Oliver Tan, Forbes

08.22.17 - How Sales & Marketing AI Will Transform Growth Roles - David Kosmayer, Business 2 Community

08.22.17 - The Content Types That Generate the Highest-Quality Leads - Ayaz Nanji, Marketing Profs

08.17.17 - How to Drive Real Results Through Sales, Marketing, and AI - Mike Kostow, Marketing Profs

07.17.17 - For Serious ROI, B2B Companies Should Adopt These Three B2C Marketing Strategies - Trustpilot, MarketingProfs

06.22.17 - How to Supercharge Sales: Four Storytelling Plots to Eliminate Buyer Skepticism and Mistrust - Harry Mills, MarketingProfs

05.03.17 - B2B Sales Reps are out of Sync with Buyers, but is Marketing at Fault? - Bruce Scheer, MarketingProfs

04.24.17 - Your Buyers Are Experiencing Marketing Fatigue; Here's What to Do About It - Jim Brodo, Marketing Profs

02.21.17 - How To Use Social Media in Prospecting - Troy Harrison, Troy Harrison's "The Sales Navigator" Blog

12.28.16 - Leading Sales Trends Expected To Drive Success In 2017 - Ian Altman, Forbes

10.17.16 - Why just-in-time trumps real-time for marketing efficiency - David Kirkpatrick, Marketing Dive

01.20.16 - The Secret to Account Based Marketing Success - Doug Bewsher, MarketingProfs

06.08.15 - America’s Online Sales Opportunity in China - Jack Ma, The Wall Street Journal

04.22.15 - Is Cross-Border E-Commerce in Southeast Asia’s Future? - Resty Woro Yuniar, The Wall Street Journal

03.31.15 - Four Mantras for Sales Success in Asia - Mohan Sivaramakrishnan, Mithun Sundar, and Wesley Walden, McKinsey & Company

03.05.15 - How to Choose the Right Sales Reps for your Next Tradeshow - Peter Symonds, MarketingProfs

02.17.15 - How Aligned Are B2B Marketing and Sales Teams? - Ayaz Nanji ,

02.09.15 - Asia-Pacific—Marketing, Sales Find Common Ground: the Customer - APAC Staff,

01.12.15 - The State of Marketing in Asia - Steve Olenski, Marketing Cloud Blog

01.07.15 - eCommerce Trends From 2014 to 2015 - Divante

07.22.14 - Host Analytics' App Narrows Finance and Sales Divide - Enterprise Apps Today Staff, Enterprise Apps Today

06.24.14 - 7 Reasons Your Business Is Failing—And What to Do About It - Jayson DeMers, Forbes

05.01.14 - 10 Easy Ways to Maximize Sales Process Effectiveness - Kendra Lee, The Var Guy

03.21.14 - Do You Have a True B2B Marketing/Sales Partnership? Do You Have a True B2B Marketing/Sales Partnersh - Beth Negus Viveiros, Chief Marketer

01.27.14 - Segmentation, Relevance Needed to Market to SMBs - eMarketer

01.27.14 - Marketers Turn Focus to Small Business Customers - eWeek

01.25.14 - Brillian B2B: Big Brands Struggle to Understand SMB Market - Chief Marketer

01.24.14 - Small Business Owners Aren't Big Fans of Big Brands - BloombergBusinessweek

01.24.14 - Infographic: SMBs Play an Essential Role in the Big Brand Game - Direct Marketing News

01.24.14 - Few Brand Marketers Have A Complete View of Their SMB Customers - MarketingCharts

01.23.14 - Big Businesses Battle Lack of SMB Insight - 1to1 Media

01.23.14 - Marketers Have Incomplete View of SMB Customers: CMO Council -

01.23.14 - Media Mix: How Enterprise Marketers Plan to Change Their Approach to SMB Audiences - MarketingCharts

01.23.14 - Big Business Sees Big Value in Small Business but Struggles to Understand, Segment and Engage With A - Yahoo! Finance

01.02.14 - SMBs' 2014 Marketing Priorities - MarketingProfs

12.30.13 - SMBs Spend An Average 46% Of Marketing Budget On 'Digital' - Business 2 Community

12.27.13 - Why 2014 Will Be the Year of the Small Business - Fox Business Small Business Center

12.18.13 - 2013 – Change is the New Constant for SMB Digital Marketing - iMedia Connection

12.11.13 - GoDaddy Revs Up Digital Services for SMBs - NetNewsCheck

12.06.13 - Small And Medium-Sized Businesses Increase Digital Spend - MediaPost

11.28.13 - Trade Show Conversion: Slow and Steady Wins The Race - B2B Marketing Blog

11.26.13 - B2B Marketing is Becoming More Like B2C Marketing – Or is it? - Business 2 Community

11.21.13 - SMBs Boosting Facebook For Mobile - MediaPost

10.30.13 - Better Leads, Better Results - Gavin Heaton, Constellation Research

10.16.13 - Constant Contact to Hold SMB Marketing Seminars in Microsoft Stores - Screenwerk

10.10.13 - New Study Reveals SMB Companies Are Increasing Adoption of Modern Marketing Techniques - Oracle

10.10.13 - Where Modern Marketing Meets the Pyramid of Customer Loyalty -

10.10.13 - Study Shows SMB Marketers Want to Communicate Value with Metrics - Eloqua Blog

10.03.13 - Small Business Advice: Major League Marketing on a Minor League Budget - Washington Post Business

09.24.13 - Two Thirds Of B2B Marketers Will Use Social Media This Year [STUDY] - mediabistro

09.24.13 - Nearly Half of B2Bs Expect a Marketing Budget Bump in 2014 - eMarketer

09.16.13 - SMB Marketers Taking Advantage of Technology - AdAge | BtoB

08.19.13 - SMBs: Ahead of the Curve as 'Modern Marketers' - AdAge | BtoB

08.13.13 - A Look Inside Content Marketing for Small Business: A #CMWorld Chat with Brian Clark - Content Marketing World

07.24.13 - We've Built a Cost-Efficient Platform for SMBs: Andy Hwang - Business Standard

07.07.13 - Don't Let These 4 Mobile Marketing Misconceptions Hold You Back - Yahoo! Small Business Advisor News

06.27.13 - B2B: How to Get Sales and Marketing to Work Together and Stop Fighting - Douglas Burdett, Business 2 Community

06.26.13 - How Are SMB's Using the Digital Space? - Marketing Pilgrim

06.26.13 - Report: Digital Marketers Need Better B2B Strategy - Katie Ingram, CMS Wire

06.25.13 - How to Free Up More Time for Sales and Marketing - Kelly Crothers , iMedia Connection

06.21.13 - Infographic: Small Business Customers Have Big Expectations - Direct Marketing News

06.17.13 - Strategies For Successful Small Business Marketing - Huffington Post

06.05.13 - Acuires ExactTarget, Fills Void In Marketing Offerings - Small Business Trends

05.31.13 - Sales and Marketing Need to Put Aside Rivalries and Work as a Team - Sue Barrett, Smart Company

05.30.13 - 5 Strategies For Holiday Sales - Mike Auger, Independent Retailer

05.29.13 - Overcoming The Marketing-Sales Turf War: Six Strategies To Integration - Christine Moorman, Forbes

05.28.13 - 5 Reasons You Can No Longer Afford To Ignore Google Plus - Small Business Trends

05.27.13 - GoDaddy To Educate Indian SMBs On Web Benefits - Zdnet

05.24.13 - GoDaddy Launches 'Cup of Coffee' Campaign for SMBs in India -

05.23.13 - Bank Opens Branch Dedicated To Small Business -

05.23.13 - Credit Unions Put Perform Banks In Serving Smaller Businesses, Survey Says -

05.23.13 - American Express, CDC Take Home Top GoodWorks Effie Awards -

05.23.13 - Big data analytics from small businesses - Cloud Tweaks

05.22.13 - Twitter Launches Ad That Can Collect Personal Information For Marketers -

05.22.13 - Big banks get dismal grades from Canadian entrepreneurs - Yahoo!

05.21.13 - 6 signs that B2B small businesses have big plans for content marketing - Business 2 Community

05.17.13 - Big banks dive back into small business lending - The Financial Brand

05.17.13 - Dell Survey: Red tape hurting SMBs - Fox Business

05.15.13 - The Need For A Targeted Lending Scheme In The Euro Area - The Economist

05.11.13 - This Week In Small Business News - Small Business Trends

05.02.13 - Cox Launches Hosted IP Centrex Targeting The SMB Sector -

05.02.13 - AT&T: Small businesses rely heavily on mobile presence - Mobile Marketing Watch

05.01.13 - Twitter Wants Small Businesses To Buy DIY Ads -

04.25.13 - Cloud Hangs Over Illinois Small-Business Owners -

04.11.13 - The Say-Anything Salesperson Is a CRM Killer - Christopher J. Bucholtz, CRM Buyer

04.10.13 - Motivating Sales Reps – What’s the Role of Money? - Richard Ruff, Business 2 Community

04.09.13 - Is it Time to Invest in a CRM for Your Business? - Laurel Netolicky, Business 2 Community

04.09.13 - A big data approach to measuring small businesses in America - Forbes

04.08.13 - Trends impacting customer intelligence teams in 2013 - Anuradha Shukla, Computer World

04.08.13 - Outlining Company Sales Development With Sales Leads Database - Margaret Spencer, Business 2 Community

04.04.13 - Sales Leads – Give Instructions After Qualifying - Max Stinson, Business 2 Community

04.04.13 - Up-to-date databases the key to list marketing - Alexandra Cain , Braidwood Times

04.04.13 - Why Your Small Business Needs Enhanced Campaigns -

04.03.13 - How Small Businesses Use Big Data -

04.01.13 - New Studies in Nurture vs. Nature – How BtoB Brands are Increasing the Productivity of their Lead - iMedia Connection

04.01.13 - A secret weapon for your business - CRM - Bay of Plenty Times

04.01.13 - Why Large Companies Should Become Anchor Customers -

03.30.13 - OfficeMax Tries New Format Targeting Small Businesses In Milwaukee -

03.27.13 - After You Capture A Lead, What Comes Next? - Juliette Kopecky, Marketing Land

03.26.13 - 4 Common Lead Nurturing Mistakes B2B Marketers Make - Christabelle Tani, Business 2 Community

03.20.13 - Wells Fargo top lender to small businesses - Biz Journals

03.19.13 - Twitter gives small businesses more advertising options - PC World

03.18.13 - Sales Data Analytics: Momentum Keeps Building - Larry Marion, Datamation

03.18.13 - Make better marketing decisions with better customer data - Business Journal

03.14.13 - 7 Signs To Tell If You Have Stellar Sales Organizational Effectiveness - Barbara Wanless, Business 2 Community

03.13.13 - Understanding Customer Data Is The Key To Business Success, Finds CEO Report - Charlie Thomas, Huffington Post

03.13.13 - Loyalty and Retention Driving Next Generation of Customer Lifecycle Management - Kim Zimmermann, Demand Gen Report

03.11.13 - Mobile ad campaigns: smart… and easy for small businesses - American Business Magazine

03.06.13 - Gartner: CRM software top priority for IT spending in 2013-14 - Chris Kanaracus , InfoWorld

03.05.13 - Big business jumps on small-business bandwagon - USA TODAY

03.04.13 - Incorporating an Effective CRM for Your Business - Dawn Altnam, Business 2 Community

03.04.13 - Sprint unveils shared data plans for small businesses - CNET

03.04.13 - Large B2B Companies Tailor Marketing Message To Small Business -

02.25.13 - How Amex Got Social Religion -

02.11.13 - What Google's Enhanced Campaigns Mean For Small Businesses -

02.08.13 - CRM Is Most Wanted Mobile Enterprise App: Survey - Pedro Hernandez, Enterprise Apps Today

01.30.13 - Why Extending CRM is Critical to Meeting Customer Needs - Chris Bucholtz, CMSWire

01.28.13 - 7 Important CRM Trends in 2013 and beyond - Lou Guercia, Customer Think

01.25.13 - Small Businesses Adopting CRM, Struggling with Data Integration - Nathan Eddy, eWeek

01.17.13 - SMB Marketing in 2013: 68% of Small Business to Increase Marketing Budget -

01.13.13 - Big data and SaaS will become relevant for small businesses in 2103 - TechCrunch

01.08.13 - CRM 2012-2013: Separating the Substance from the Hype - Steve Youngblood, CMSWire

01.08.13 - Resolve to Have a Better Contact Database in 2013 - Maribeth Ross, Chief Marketer

01.08.13 - The state of small-business lending - The New York Times

01.02.13 - What big data means for small businesses - ZDnet

12.30.12 - Amazon, BitTota Look To Bring Big Data To Small Business -

12.21.12 - "Small Business Saturday" a boon for Amex and small biz owners -

12.19.12 - Wells Fargo launches portal for small businesses - American Banker

12.17.12 - Big data offers hug potential for smaller companies, Intuit says - CIO Magazine

12.03.12 - 10 Quick Steps To Creating A Facebook Ad Campaign -

11.15.12 - Bank of America targets small businesses with mobile payment, deals services - Mobile Commerce Daily

11.12.12 - Singing the praises of small business Saturday - Fast Company

10.31.12 - Reactivating Your Database – Key Steps to Getting Your Leads to Re-engage - Maria Pergolino, Marketo

10.28.12 - Citibank's US Small Business Owner Survey Results -

10.13.12 - T-Mobile Webinar Helps Small Business Tap Into Social Media -

10.01.12 - Chase shows off its small business successes - Mediapost

10.01.12 - Are you ready for the coming SMB Marketing boom? -

09.19.12 - U.P.S. Bills Stores As Small-Business Solutions -

09.01.12 - The new multichannel CRM world - John O'Hara, Direct Marketing News

08.27.12 - Bank of america Targeting Small Business -

08.27.12 - Bank of america Targeting Small Business -

07.24.12 - Small Business Lessons from the FedEx Brand -

06.21.12 - AmEx OPEN and Facebook Partner to Give Five Small Businesses a "Big Break" -

06.11.12 - How Big Companies Can Support Small Business -

05.28.11 - How Community Banks Are Wooing Small Business Customers -

05.05.11 - TD Bank Launches Company-Wide Small Business Outreach - Small Business Trends

Facts & Stats

Emerging markets are set to account for 50 percent of the world’s total consumption by 2025. - McKinsey

Asia's retail sales will grow by 8.5% in US dollar terms by 2016, higher than the global average growth rate of 5.6%. - Marketing Interactive

By 2018, it is estimated that Asian retail sales will amount to US$10 trillion, much of which will be driven by India and China. - Marketing Interactive

The average business-to-business purchase is 57 percent of the way through the decision to buy before a supplier sales representative is engaged. - Google

During the last five years, the average sales cycle has become 22 % longer, typically with three more decision makers participating in the buying process. - Technically Marketing

When it comes to sales leaders, marketers, and customer service leaders, the info metrics shared say 81% plan to increase their use of CRM, 80% plan to increase mobile app usage, 82% plan to increase social media, and 81% plan to increase customer analytics. On average, 23% of an organization’s data is inaccurate, incomplete or out of date. 15 percent of respondents at end-user organizations who report full integration among customer-facing systems. - Score More Sales

More investment in mobile marketing solutions is a factor among small businesses polled, with 71 percent “somewhat” or “very likely” to increase budgets for marketing via mobile devices - Mobile Marketing Watch

New AT&T Small Business Technology Poll surveyed 1,000 small businesses nationwide and found that 66 percent of small businesses plan to invest as much or more in digital marketing - Mobile Marketing Watch

B2B small business marketers allocate 31 percent of their budgets to content marketing, and 57 percent say they are planning to increase this amount. - Business 2 Community

Wells Fargo was the largest lender to small business nationally in 2012, and had $32.8 billion in small business loans in 2012 making it the leader nationally - Biz Journals

Almost seven in 10 (68%) of the 701 marketers attending the DMA2012 and Forrester Research conferences in October 2012 who were surveyed said they will increase data-related marketing expenditures either slightly (20%) or greatly (48%) in 2013. Delving beyond simple spending, the survey also found that only 12% of marketers have no plans to improve customer data methods this year. Forty-nine percent of respondents said web analytics is the best channel for generatin - CMSWire

50% of leads are qualified but not yet ready to buy. Only 25% of leads are legitimate and should advance to sales.  Research shows that 35-50% of sales go to the vendor that responds first. 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance.  61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified. 57% of B2B org - HubSpot

Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost Nurtured leads produce on average a 20% increase in sales opportunities versus non-nurtured leads. - Customer Think

Press Releases

Research Reveals Gaps in Customer Intelligence and Experience Delivery Limiting Opportunities to Grow Revenue and Empower the Customer-Centric Enterprise
SAN JOSE, Calif. - Read full »

09.19.2017 - Sales And Marketing Need To Step Up And Own Organization-Wide Customer Experience Strategy Says New CMO Council Study
Research Reveals Gaps in Customer Intelligence and Experience Delivery Limiting Opportunities to Grow Revenue and Empower the Customer-Centric Enterprise
San Jose, CA - Delivery of true, multi-channel customer experience has become the latest area where sales and marketing leaders are testing the boundaries of their relationship status—understanding and coop Read full »

08.17.2017 - CMO Council Report: Brands & Telcos Must Partner to Deliver Omni-Channel Experience
Cover Story in CMO Council's Latest eJournal Explores the Promise of Artificial Intelligence in Marketing (AIM) and How It Is Powering New Levels of Personalization and Efficiency
San Jose, CA - All the buzz around the potential of artificial intelligence marketing (AIM) is both captivating and intimidating many marketers.

Read full »

10.28.2015 - New Corporate Visions Survey Finds B2B Companies Agree Sales Conversations Have Biggest Impact on Closed Deals, But Still Primarily Invest in Sales Processes Instead
Data Underscores How Sales Messaging Can Be More Valuable Than Technology, Tools or Processes in Helping Organizations Achieve More Profitable Growth
Pleasonton, Calif. - Read full »

10.14.2015 - Guardian Study Reveals Women Still Aren’t Sold on a Career in Sales
More than 60 percent of women—equivalent to a quarter of the U.S. population—do not consider sales as a career option
New York, NY - Read full »

09.09.2014 - Corporate Visions Survey Reveals the Insight-Driven Content Companies Use Most Often in Marketing and Sales Messaging Is Also Believed to Be the Least Effective
New Data Finds Companies Rely on ‘Anecdotal’ Instead of ‘Visionary’ Insights to Create and Deliver More Effective Lead Generation Assets and Sales Conversations
Larkspur, CA - Read full »

Leadership Committee

Nigel Edelshein


Sales 2.0

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