An op-ed I wrote for VentureBeat:
The line between marketing and sales is getting blurrier by the minute. Sales reps are leveraging new sales acceleration tools like Tout, Yesware, Sidekick, and Outreach, and it feels like a new one comes out every quarter.
These specialized apps have become so sophisticated that they’re enabling sales to run their own campaigns and sidestep marketing automation. They help teams increase response rates through more personalization and control, a 1:1 touch, simple plain text messages, and more follow up vs. blanket general marketing blasts.
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An op-ed I wrote with Tomasz Tunguz for Techcrunch:
One of the most critical metrics for software companies — but also one of the most difficult to measure — is the lifetime value of their customers (LTV). The lifetime value dictates how a company should spend its marketing and sales dollars.
Unfortunately, many early stage startups struggle to measure LTV, because they haven’t been around very long and, consequently, haven’t seen a large number of customers through their lifespans with the product.
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An op-ed I wrote for TechCrunch:
According to industry expert David Raab, almost 70 percent of marketers are either unhappy or only marginally happy with their marketing automation software. According to Bluewolf’s new “State of Salesforce” study, only 7 percent are seeing good, measurable ROI from those investments. There’s a lot of fragmentation and dissatisfaction in this category despite the huge potential benefits of automating marketing.
A key contributor to the current state of marketing automation is the fact that its roots stem from email blasting. As these systems layered in landing pages and forms, web activity data, triggers, etc. over time, they became bloated from trying to do too much and began to over-promise and under-deliver.
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Today, my co-founders and I are extremely excited to launch our company Infer. We’re applying consumers smarts (a la the science of Google) to business to specifically help companies win more customers. We’ve been able to deliver consistent lift across the board for our customers. Learn more about what all this means and how we do it here.