Bill Anderson advises senior revenue and marketing leaders on the people and process that make marketing operations teams effective. Marketing shifts from defending budget to shaping how revenue grows. Your team moves from reactive execution to bringing strategic influence to the revenue table.
Bill works with a small number of leaders each year, primarily through referral.
Adobe Gen Studio for Performance Marketing (whew! what a mouthful) opens up meaningful possibilities: produce marketing content at scale while maintaining quality and brand consistency. Organizations that approach implementation thoughtfully are seeing real benefits; faster campaign launches, more testing capacity, and better resource allocation. Success…
Continue reading...Much has been said and written lately about the need to govern the prolific output of content from GenAI systems that are intended to support business goals, but too often create as many problems as they solve. Among the chief challenges involved are ensuring that…
Continue reading...Executives investing in Salesforce, particularly with Fluid Revenue Orchestration, often find the promised ROI a little elusive. It's not usually a problem with the technology itself, but rather a gap between how the system is configured and how salespeople actually behave. Simply deploying a sophisticated…
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Adobe’s recent unveiling of GenStudio has sparked a lot of interest and some consternation among marketing executives, particularly those focused on performance marketing. The demo showcased the platform’s ability to generate tens of thousands to millions of images swiftly, a capability that will disrupt business…
Continue reading...I've been in more than a few organizations, and I've formed an opinion of what makes a strong Revenue Orchestration Architecture. Here's my basic tenets for design: READ is powered by data. All the arguments about API-first, Composable, Headless, Gopher protocol take a back seat…
Continue reading...Fluid revenue operations require two things to work: a good flow of data and the right data to flow. Data must flow simply this is a key problem in many systems companies maintain fragile complicated systems because they started from the wrong point. They lost…
Continue reading...Sure, data is seen as the lifeblood of modern business. Companies are urged to collect as much data as possible, with the belief that more information leads to better insights and decision-making. However, this approach can lead to data overload; executives leave the company but…
Continue reading...Executive sponsorship is critical here, because teams won't naturally work together Marketing is often comprised of people-pleasers who are uncomfortable having direct and challenging dialog with other teams Sales are hungry and action driven, often being perceived as being aggressive. Sales often doesn't fully understand…
Continue reading...OK, maybe not the wilderness, wilderness. It was Toronto. I met Jamie Lee while building a Marketo instance for her. Her company was doing a ten-city tour and they wanted to use the system in six weeks, nearly half the time it takes for a…
Continue reading...I once did a consultation with a national healthcare company. The tech setup: While they expected us to choose a software product for them, we ultimately advised them to hire a Chief Technology Officer.
Continue reading...A Revenue Orchestration Architect is responsible for designing and implementing comprehensive revenue Orchestration strategies, systems, and processes to support an organization's revenue growth objectives. This role involves aligning sales, marketing, and customer success functions to create a cohesive and effective revenue engine. Key responsibilities of…
Continue reading...Evolving Marketing Operations for a more fluid pipeline Marketing technologists have traditionally focused on building discrete platforms to support specific functions, such as marketing automation, lead management, CRM, and analytics. This creates challenges for the Chief Revenue Officers (CRO) to drive revenue growth due to:…
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Scaling content generation for Performance Marketing Adobe has recently released the first versions of Gen Studio—a tool designed to automate and streamline high-volume workflows for performance marketing. Adobe’s key positioning for the launch emphasizes the platform’s ability to generate tens of thousands of images quickly,…
Continue reading...I am an long time artist, designer, and now, genAI enthusiast. My career has jumped in several interesting tangents as I adapted to the Desktop Publishing revolution, Photoshop, the Web, mobile phones, and now genAI. Most artists adapt to new tools. Not all, I have…
Continue reading...Kickoff meeting Audit phase Planning phase Buildout phase QA phase The team: At minimum, you will need stakeholders from the newly acquired company as well as your team for a half-day kickoff. Job roles on both sides would include: How this works: The kickoff is…
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