I recently tripped over an intriguing article on Extinction of the Expert by Denise Gershbein, a creative director at frog design. To be honest, I couldn’t quite follow her argument, but the gist seemed to be that true experts in the future will be people who can integrate information from multiple domains by leading teams of people who are themselves experts in different fields. I sense an infinite recursion here – are the “experts in different fields” themselves people who integrate other experts, or are they domain experts in the conventional...
Wednesday, 21 April 2010
Tuesday, 20 April 2010
Summary: A survey of business-to-business salespeople finds they (still) consider themselves their best source of qualified leads. But marketing-generated leads are gaining increasing respect and salespeople are increasingly looking for help from outside data vendors. Marketers should work closely with salespeople to reinforce these trends, which promise to lower the overall cost per sale.Most of my interactions are with marketers, so it was interesting...
Wednesday, 14 April 2010
Summary: major consumer-oriented marketing automation vendors have all added some type of social media capabilities. But some focus on monitoring conversations while others help marketers send more messages. Be sure you know which you're getting.On Monday, marketing automation vendors SAS and Unica both announced new social media capabilities. SAS provided quite a bit of detail while Unica did not, so I can’t compare the two announcements in depth. [Unica provided additional detail after this post was written.] But combined with a social network...
Monday, 5 April 2010
Summary: VisualIQ combines customer-level transactions and contact history with traditional aggregate data to produce better marketing performance measurement. It hasn't solved the problem of identifying the same customer across channels, but it's trying.I was going to start this post by writing that last-click attribution has recently come under fire, but the first Google hit on the topic brings up a study from 2007. So maybe the criticism isn’t particularly new. But the fact remains that, now more than ever, marketers are trying to measure...
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