Mark Smith's Analyst Perspectives

The Mastery of Marketing Performance Management

Posted by Ventana Research on Jun 18, 2016 5:26:28 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: Social Media, Marketing, Marketing Performance Management, Marketing Planning, Operational Performance Management (OPM), Business Analytics, Uncategorized, Business Intelligence (BI), Business Performance Management (BPM), CMO, Customer Performance Management (CPM), Demand Generation, Sales Performance Management (SPM)

Next Generation of Product Information Management Empowers Digital Business

Posted by Ventana Research on May 24, 2016 9:22:34 AM

Organizations in all industries face various difficulties in managing product information. The most serious is providing complete, engaging information to consumers and customers on the internet. Newly developed products, mergers and acquisitions, changes to pricing and promotions in online commerce spur business growth, but these factors also increase the amount and complexity of product-related data and content. In addition the digital economy offers a new generation of services that are sold by subscription and packaged in various options and price points. As well, global diversification of suppliers, customers and business partners forces organizations to manage data quality and consistency in multiple locations, currencies and languages.

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Topics: Big Data, Operational Performance Management (OPM), PIM, Product Information Management, Sales, Market, Business Analytics, Cloud Computing, Uncategorized, Business Performance Management (BPM), Customer Performance Management (CPM), Financial Performance Management (FPM), Information Management (IM), Information Optimization, Sales Performance Management (SPM), Supply Chain Performance Management (SCPM)

Digital Business Innovation and Enterprise Messaging Work Well Together

Posted by Ventana Research on May 11, 2016 8:30:52 AM

Organizations are facing a digital transformation, as I have written, that is rapidly changing the applications and services that businesses use to operate and deliver information. This new digital generation addresses the expectations of consumers and business partners for information and service in real time. One example of it is enterprise messaging. Recently I wrote about the shift to this technology and the challenges it poses for organizations that lack sufficient skills. However, new messaging appliances and virtualized messaging can carry some of this burden. By interconnecting them, organizations can be more confident in their ability to support the range of information and applications that operate in real time, not only for people but on devices and machines.

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Topics: Big Data, Social Media, Enterprise messaging, Internet of Things, IoT, mid, mobile technology, Operational Performance Management (OPM), Business Analytics, Business Collaboration, Cloud Computing, Governance, Risk & Compliance (GRC), Uncategorized, Business Performance Management (BPM), Customer Performance Management (CPM), Financial Performance Management (FPM), Information Management (IM), Sales Performance Management (SPM), Supply Chain Performance Management (SCPM)

New Generation of Enterprise Messaging Supports Digital Transformation

Posted by Ventana Research on May 9, 2016 11:44:58 AM

Enterprise messaging is the technology backbone of communications for applications and systems within and between organizations. Both its importance and its complexity are growing as organizations increasingly have to provide real-time responses to business customers and consumers as well as their own business professionals who support them and their internal supply chains. The variety of use cases for enterprise messaging also is growing rapidly, expanding to the Internet of Things (IoT) market of sensors and devices including wearable technology; to new generations of applications and services for consumers and customers; to cloud computing and the shift to platform or infrastructure as a service (PaaS or IaaS); and to real-time big data and analytics. All of these innovations will enable these types of transformation to digital business that is impacting organizations around the world.

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Topics: Big Data, Social Media, Enterprise messaging, Internet of Things, IoT, mid, mobile technology, Operational Performance Management (OPM), Cloud Computing, Governance, Risk & Compliance (GRC), Operational Intelligence, Uncategorized, Business Performance Management (BPM), Customer Performance Management (CPM), Information Management (IM), Information Optimization, Supply Chain Performance Management (SCPM)

Zuora Enables Subscriptions to Engage Customers for Revenue Results

Posted by Ventana Research on Apr 28, 2016 10:26:07 AM

As the global economy transforms into a world of digital services that cross industries, including those that provide value-added services for physical products, managing the complications that arise from digital browsing, selection and purchasing of goods, as well as activation, billing and servicing of accounts, becomes a challenge. Organizations have to not just engage customers but provide satisfying experiences that keep them coming back. Our benchmark research on next-generation customer engagement shows that improving the customer experience is the most widespread impetus to improve engagement, for almost three-quarters (74%) of organizations. Few however have established business processes and applications that support these efforts, which today involve marketing, sales, customer service, operations and accounting departments. We also find that some of the largest suppliers of cloud computing software provide the worst experiences when it comes to billing for and changing existing subscriptions.

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Topics: Operational Performance Management (OPM), Subscription, Recurring Revenue, Zuora, Business Analytics, Uncategorized, Business Performance Management (BPM), Customer Performance Management (CPM), Financial Performance Management (FPM), Sales Performance Management (SPM)

Docebo Innovates Learning Management Systems for Employees and Customers

Posted by Ventana Research on Apr 14, 2016 8:29:15 AM

The learning management system (LMS) offers opportunity for organizations to progressively enhance the effectiveness of their workforce. An advanced LMS can be more than a digital version of an organization’s training programs for specific jobs or to achieve compliance with policies and regulations. It can provide dynamic yet informal learning that business units can create, deploy and sustain through their own efforts. Last year I outlined the benefits of this new generation of learning management systems.

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Topics: Human Capital, LMS, learning, HCM, human capital management, Doce, Operational Performance Management (OPM), Business Analytics, Business Collaboration, Cloud Computing, Uncategorized, Business Performance Management (BPM), Customer Performance Management (CPM), Financial Performance Management (FPM), Sales Performance Management (SPM), Supply Chain Performance Management (SCPM)

Meridian Helps Communities and Customers with Learning Management System

Posted by Ventana Research on Apr 1, 2016 9:58:59 AM

In this highly competitive age, optimizing the potential of workers is essential. A learning management system (LMS) can increase both knowledge and engagement. Our benchmark research on next-generation learning management systems finds that adopting one can help almost half (46%) of organizations gain a competitive advantage, and more than one-third (35%) said it assists in helping customers. Expanded use of learning can engage customers, partners and others who need more information about an organization or its products and services. Thus we suggest that learning systems should be used for and made available in customer and third party communities. Doing so can enhance effective use of products and services and help reduce the volume of inbound calls to and interactions with the contact center.

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Topics: Human Capital, Meridian, Learning, Learning Management Systems, L, Operational Performance Management (OPM), Uncategorized, Business Performance Management (BPM), Customer Performance Management (CPM)

Mastering Marketing Mayhem in a Meaningful, Meticulous Manner

Posted by Ventana Research on Mar 31, 2016 8:57:27 AM

I hope this title captures your attention; I’m trying to make a point about the chaos going on in managing and operating marketing. What marketing needs in 2016 is to manage and optimize its efforts in a more unified manner. This perspective kicks off a new series on the challenges for marketing to automate or execute tasks and manage toward maximum performance. We all know that the craft of marketing is in need of significant transformation, from the CMO throughout the entire marketing organization and all the way out to the experience of consumers and customers. But this may be a fanciful mission, as applications and technology does not really automate marketing let alone manage it. Most marketing automation products are specialized applications that are not used by marketing management, let alone front-line marketing managers; they are for specialized needs in demand generation or digital marketing that personalizes inbound and outbound interactions with contacts for the purpose of advancing dialogue and creating relationships. Marketing automation, like its cousin sales force automation, has been a placeholder category that describes only a narrow slice of marketing, and the term has been co-opted by the industry for its own purposes. Though some observers predict that CMOs will outspend CIOs and other leaders of the business in technology investments, I have debunked this ludicrous idea; even if it were true, that would not make marketing departments much more efficient in their management and operations. To counterbalance the silliness of the marketing automation dialogue, I plan to bring you a series on key areas for investment to start the conversation. Evaluating them should help Marketing demonstrate its commitment to promoting effectively its organization and its products and services. Here is an overview of the many issues in the landscape.

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Topics: Big Data, Predictive Analytics, Social Media, Operational Performance Management (OPM), Business Analytics, Business Collaboration, Cloud Computing, Location Intelligence, Operational Intelligence, Uncategorized, Business Intelligence (BI), Business Performance Management (BPM), CMO, Marketing, Marketing Planning, Marketing Reso, Customer Performance Management (CPM), Financial Performance Management (FPM), Information Applications (IA), Information Optimization, Sales Performance Management (SPM)

Supercharging Sales and Commerce in 2016

Posted by Ventana Research on Mar 29, 2016 9:54:37 AM

For several years I have been advocating that sales organizations adapt their processes and applications to optimize both sales performance and the customer experience. For details see my research agenda for last year. However, it appears that not many sales organizations have responded to this challenge; many can barely maintain their quarterly sales forecasts and monthly pipeline, track progress toward quotas and ensure that sales commissions are processed promptly and paid accurately. A great many are still using spreadsheets for these critical activities. Yet our benchmark research finds that more than half (61%) who use them for commissions said this makes the effort more difficult. Elsewhere, I have seen B2B sales organizations continue down the old path of annoying prospects with direct cold calling and email instead of nurturing real relationships. For B2C sales, the digital age of search engine optimization (SEO) and pay-per-click (PPC) has begun to haunt prospects by inserting ads in our personal social media channels. My research suggests that these practices are not due to bad intentions but to force of habit and lack of desire, time and resources to develop a modern strategy and plan. Most are just managing the basics of their sales processes and relying on sales force automation (SFA) systems, reporting and dashboards, which will only produce more of the same, less than optimal results.

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Topics: Predictive Analytics, mobile technology, Operational Performance Management (OPM), Business Analytics, Business Collaboration, Uncategorized, Business Performance Management (BPM), Customer Performance Management (CPM), Financial Performance Management (FPM), Sales, SFA, SPM, Sales Performance Management, Sal

Qlik Makes Sense of its Analytics and Business Value

Posted by Ventana Research on Mar 29, 2016 9:10:58 AM

At the 2015 technology analyst summit in Austin, Texas, analytics and business intelligence software vendor Qlik discussed recent market and product developments and explained its roadmap and strategy for 2016. Discussion topics included its Qlik Analytics Platform and QlikView 12.0, Qlik Sense and Qlik DataMarket, applications built on the platform but also how it is expanding its analytics experience for business.

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Topics: Big Data, mobile technology, Business Analytics, Governance, Risk & Compliance (GRC), Operational Intelligence, Uncategorized, Business Intelligence (BI), Business Performance Management (BPM), Information Management (IM), Information Optimization