We always say that Marketing (usually our Digital team) provides “air cover” for our BDR outreach. What do we mean? Digital runs paid ads as well as organic social around specific topics and to specific audiences befor and during BDR outreach to that same audience. When Marketing promotes a specific topic or content piece, BDRs […]
A good BDR cadence is not a one-size-fits-all template. It is a strategic sequence that aligns to intent signals, campaign context and persona. Improving BDR cadences or sequences by a few percentage points can make a huge impact on your revenue generation! Let’s say a lead attended your webinar on pain points your product solves. […]
Marketing can spark interest, but if BDRs miss the mark in follow-up, the spark fizzles out. The middle and bottom of the funnel are where your deals either advance or disappear. Yet too often, BDR outreach operates in a vacuum. When a lead attends your webinar or downloads a high-intent asset, your BDRs need to […]
Starting a new Marketing Operations role? Your tech stack might look shiny. But, if the data or systems are broken, you’re starting in a hole. Here’s a MOps checklist to run through: Data Health How clean is the database? (Deliverability rates, bounce rates, invalid records) What percentage of the database is actually engaged? How often […]
Marketing Operations isn’t for the faint of heart. One day, you’re fixing a Marketo-Salesforce sync issue; the next, you’re explaining (again) why attribution isn’t just “this lead came from LinkedIn.” It’s a constant balancing act between strategy, technology, data, and cross-functional collaboration. To stay ahead, you need resources that actually provide value—ones that go beyond […]
One of the best pieces of advice I ever received during my days as a full-cycle salesperson came from a couple of great minds in sales and marketing: Jeffrey Gitomer and Perry Marshall. Gitomer, in his book Little Red Book of Sales, shared a simple yet game-changing tip: Take your last 10 wins. Take your […]
The Cringe-Worthy Question Ask any Marketing Ops, Sales Ops, or Biz Ops person: “How clean is your data in your database?” This question often triggers a cringe. We all want clean data, and we set up our systems to achieve it. However, bad data is like bacteria—it’s everywhere. In this blog, I will share systems […]
Marketo Forms Marketo forms allow you to customize the journey of your users. First, you can choose what fields you are going to show. In the example below, I show how you can use hidden fields. On the right side you will see that form prefill is enabled for the Is Customer? field. This means […]
What is the Opportunity Influence Analyzer in Marketo? One of my favorite reporting tools in Marketo is the Opportunity Influence Analyzer. This amazingly cool analytics tool allows you show interactions of people associated with an account that has opportunities. This tool allows you to tell the story of an opportunity. How Do I Create an […]
Let’s say you have a fairly new Marketo instance or an instance that doesn’t have everything built out. You’re new. You have limited resources like most Marketing Operations teams. What can you do? You can hire a Marketo consultant. If you have the funds to do it, it’s always a good idea. Consultants can clean […]