Wednesday Wisdom: Revisiting the Three Principles of Modern Marketing

saraboostani

Hi all,

We’ve just wrapped our third annual Marketing Measurement study—our ongoing look at how B2B marketers track and report performance. Writing is underway, and we’re looking forward to sharing this new benchmark with you soon.

We’re still seeing many of the same tensions that led us to outline the Three Principles of Modern Marketing last year. So for this week’s Wednesday Wisdom suggestion, we’re bringing back an old favorite: our explainer on the Three Principles, where our Head of Research, @Kerry Cunningham, breaks down what modern marketing teams should be doing—and measuring.  

• Principle 1: Marketing and sales must focus efforts against a mutually agreed-upon set of accounts. 
• Principle 2: Revenue team processes must be to be tuned to identify and engage Buying Groups, Not Just Individuals. 
• Principle 3: Revenue teams must monitor buying groups from each of their targeted accounts throughout their entire buying journeys. 

We hope this is a helpful revisit—or a useful share with a colleague who hasn’t seen it yet. 🙂

As always, our research is free and ungated.

Three Principles of Modern Marketing