As marketers cope with an ever-expanding array of technology platforms for advertising, social engagement, customer relationship management (CRM), automation, content marketing and web analytics, many professionals have found themselves needing to rethink their craft. A "big data" overload, in terms of the amount of raw information, is only part of the problem. There simply isn't enough time in our workday to analyze all of this data properly so we can draw meaningful conclusions that improve our decision-making processes.

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According to McKinsey & Company's Chief Marketing & Sales Officer Forum, 50% of B2B marketing spend is misaligned. That's because many B2B marketers are not using the consumer decision journey as their framework for thinking about the buying cycle.  McKinsey's breakthrough research in creating the Consumer Decision Journey has forced marketers to discard the traditional notion of a purchase funnel.  While initially a consumer-based study, the same phenomenon has been validated for business-to-business (B2B) customer decisions -- giving way to the idea of a Customer Decision Journey.
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