What are the big spending trends within CMO’s “analytics” bucket?
Two areas stand out in our conversations with marketers:
Customer data platforms
Any talk of using AI and Analytics in the marketing mix or with digital marketing?
Most definitely. The three most popular areas: marketing-facing analytics, untargeted conversational agents and real-time personalization.
What are 3 to 5 key metrics that you recommend CMOs track?
• ROI of total marketing spend
• Market share versus competition
• Brand health
• Lifetime value to cost-of-customer acquisition cost ratio
Simple answer: almost no SaaS companies pay sales reps on renewals. Longer reason: they don’t — because you want to specialize. We’ve all learned this over the past years in SaaS: You want qualifiers qualifying — BDRs. You want openers opening — SDRs. You want closers closing — AEs. You want retainers retaining