Etumos

Overview So, you’ve taken the leap and decided to implement Marketo Engage – a powerful tool that can revolutionize your marketing efforts. A Marketo Engage Implementation may sound complicated at first, especially if you are new to the tool. But don’t worry, there are plenty of resources available to help you along the way. As…

Overview While the 4 Pillars of Marketing Operations help organizations structure and scale their MOPs teams into functional areas of expertise, how do we communicate the business value of all that we do? Let’s expand on that in a way that can be easily communicated to your internal and external stakeholders. What are Marketing Operations’…

Everyone has heard the phrase spring cleaning, defined by Merriam-Webster as “the act or process of doing a thorough cleaning of a place”. What this definition misses out on is how thorough cleaning should include optimization so that the next round of cleaning doesn’t take as long or better prepares the cleaner for finding things…

Overview When I think of metrics that every company should be tracking to understand how they are performing one of the first metrics that comes to mind is Lead Velocity. While there are a few different interpretations of what Lead Velocity means and how it informs your businesses performance, in this post I will be…

Overview Lead conversion is a direct indicator of how successful your business is as it defines how many leads (prospects) are being converted into customers. A collaborative team effort must be made by your sales and marketing teams to convert leads at a successful rate. They must establish a blueprint to determine the status of…

Grading and Scoring in Account Engagement As a marketing operations professional one of the questions I often face is how I can make a process more efficient and effective. This often revolves around the lead handoff process between sales and marketing, a topic that will be debated until the end of time. Regardless of what…

Overview Lead volumes can be hard to predict or control, sometimes flooding your sales team, and sometimes leaving them high and dry. Lead scoring, when integrated with your lifecycle program, can help you manage lead volume without over-architecting your automation. (There’s a trend with MOPs, and that is to keep it as simple as possible…

Overview What do you do when your leads are constantly being disqualified, nurtured, or stuck? Time to adjust your lead scoring. What is lead velocity and why should companies focus on it? Lead velocity is the rate at which your leads move through the lifecycle/marketing funnel. Simply put, it’s how long a person stays in…

Overview Allocating an adequate budget towards your marketing initiatives can be a balancing act. You want to spend just the right amount so that leads are generated and converted on a consistent basis. But how can you determine what campaigns will be most effective in targeting the correct individuals? What is the likelihood a lead…

Overview What if I told you, you could increase your conversion rates, make the sales team happy with their marketing leads, and increase communication and rapport between sales and marketing? Sounds like a dream! Enter Lead Scoring. What is the benefit of lead scoring? At a high level, lead scoring has the potential to tell…