eWorkshop: Keeping Our Seat at the Table: A Marketing Report Card

Resource Overview

This eWorkshop discusses the results of a recent study sponsored by Pardot, a salesforce.com company, which seeks to understand the effectiveness of the modern marketing organization in 2014.


Related Resources

eWorkshop Description:

The modern marketing organization aspires to drive revenue, function as a strategic center of influence and provide leadership to the entire organization. How is it doing?

In a study sponsored by Pardot, a salesforce.com company, Demand Metric learned that marketers themselves are more likely than those outside of marketing to view their function as an expense. The relationship between revenue growth and marketing skills, analytics, alignment and strategic orientation were also established through this study.  A surprise in the data is in the degree to which funding for marketing is related to revenue growth.
Join Jerry Rackley and Mathew Sweezey as they present and discuss the results of this study.  The data provides a perspective - sometimes encouraging and other times sobering - that every modern marketer needs to understand.

About the Instructors:

Jerry Rackley, Chief Analyst at Demand Metric began his 28-year marketing career at IBM, and his work record includes experience in the technology and financial services sectors. During his career, he has worked with companies ranging in size from startups to members of the global 1000, performing marketing, marketing communication, public relations and product management work. A graduate of Oklahoma State University, he is an adjunct Marketing faculty member in the Spears School of Business.

Mathew Sweezey, Marketing Evangelist, is the head of thought leadership for B2B marketing at Pardot, a salesforce.com company. A consummate writer, he authors a column for Clickz.com on marketing automation, has been featured in publications such as Marketing Automation Times, DemandGen Report, Marketing Sherpa, ZDNet, and is the author of "Marketing Automation for Dummies" (published by Wiley, February 2014). As a speaker, Mathew speaks more than 50 times per year around the world at events, such as Dreamforce, Conversion Conference, as well as onsite at numerous companies.

About the Sponsor:

Pardot offers a software-as-a-service marketing automation application that allows marketing and sales departments to create, deploy, and manage online marketing campaigns that increase revenue and maximize efficiency. Pardot features certified CRM integrations with salesforce.com, NetSuite, Microsoft Dynamics CRM, and SugarCRM, empowering marketers with lead nurturing, lead scoring, and ROI reporting to generate and qualify sales leads, shorten sales cycles, and demonstrate marketing accountability.

2014 Marketing Effectiveness