Ventana Research Analyst Perspectives

The Mastery of Marketing Performance Management

Posted by Ventana Research on Jun 18, 2016 5:26:24 AM

Managing marketing performance is anything but simple. It requires establishing a unified approach to assess the outcomes of initiatives and projects and compare results with investments in marketing people and campaigns. In general, while performance management has been conducted effectively at the corporate levels, it has been a challenge for most lines of business, marketing departments included.

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Topics: Business Analytics, Business Intelligence, Business Performance, CMO, Customer Performance, Demand Generation, Marketing, Marketing Performance Management, Marketing Planning, Operational Performance Management (OPM), Sales Performance, Social Media, Uncategorized

Marketing Executives Aren’t Ready for the Social Explosion of Data

Posted by Mark Smith on Oct 27, 2011 3:09:48 AM

I had a chance to review the results of an interesting new global study of chief marketing officers (CMOs) by IBM, and I want to comment on some of its findings. Adding to the pressures facing the CMO today are new challenges in brand promotion and the growing impact of consumer sentiment expressed in several channels, including social media. The research found these to be the top two concerns in marketing and that 65 percent of organizations are not prepared to deal with them. My investigations lead me to agree with these findings.

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Topics: Big Data, Business Analytics, Business Mobility, Business Performance, Business Technology, Cloud Computing, Customer Analytics, Customer & Contact Center, Demand Generation, Market Research, Operational Performance, Sales Performance, Social Media, CMO

Here’s What Marketers Should Do at Dreamforce

Posted by Mark Smith on Aug 29, 2011 9:54:01 AM

The largest cloud computing conference, Dreamforce 2011, operated by, is now upon us. This year attendance is estimated to be over 40,000, and there will be more technology- and developer-focused attendees and dialogue than marketing material. Unlike past years, I expect marketing professionals to be a small percentage of attendees, so I thought I would offer them a guide through the circus of activities at the conference.  

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Topics: Business Collaboration, Business Mobility, Business Performance, CFO, Cloud Computing, CMO, CRM, Customer & Contact Center, Demand Generation, Eloqua, ExactTarget, Financial Performance, HubSpot, IBM, Manticore Technology, Marketing, Marketing Automation, Marketo, Operational Performance, Pardot, Revenue Performance, Sales Force Automation, Sales Performance, SFA, Social Media, Unica, Marketing Planning, digital technology,