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Measurable Marketing Blog

August 10, 2009



Stick With Your Lead Scoring System

Posted by Trask Rogers

One of the largest advantages in integrating a marketing automation platform into your company is the ability to create a rich lead scoring system. In theory (and in practice), this is a huge step. In the past, scoring leads involved:

• Outsourcing qualification to a telemarketing firm
• Painstaking manual labor on a contact by contact basis
• Costly custom database solutions
• Scoring? Just send me the contact info!

    Now, marketing and sales can develop co-dynamic scoring measuring both a prospect’s explicit information (derived from forms, event attendance lists, etc.) with their implicit data (pages visited, email click-throughs, etc.). However, implementing a lead scoring system is only the beginning of the process.

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    August 3, 2009



    Mind the Gap: Narrowing the Chasm between Marketing and Sales

    Posted by Eric Edwards

    Marketing is undergoing a seismic shift in how business is being conducted. You could call it an inflection point.  Marketers are beginning to be recognized as pivotal players in their organization.  Some innovative marketing organizations are even beginning to be viewed as profit-centers vs. cost-centers.  Marketing Automation is helping change that perspective.

    Marketo recently hosted a Webinar called Can Marketing Help Sales Sell? that investigates the collaboration between Marketing and Sales departments. Clearly, the MA industry has come a long way in the past five years.

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