Author Archives for Sherry Lamoreaux

David Raab and Atri Chatterjee Talk About Marketing Automation, Part I: What Do You Need in a Core System?

Posted on May 8, 2014 by | 1 Comment |

An Act-On Conversation Editor’s Note: David Raab has thirty years’ experience as a marketer, consultant, speaker, and analyst. He’s the author of The Marketing Performance Measurement Toolkit, and the Raab Association’s reports and guides, including the B2B marketing automation vendor selection tool, the VEST report. You can keep up with... View Article

Is Marketing Automation Worth the Investment?

Posted on April 29, 2014 by | Leave your thoughts |

Researchers keep saying that marketing automation is growing really, really fast. What’s all the hubbub, Bub? Is it worth the investment? For most companies, yes. This is more than my (admittedly biased) vested opinion; the research shows clearly that companies who use marketing automation skillfully fare better than those who... View Article

A New Framework for Sales Enablement

Posted on April 23, 2014 by | Leave your thoughts |

Is “sales enablement” just another buzzword? Yes, and no. Yes: A quick Google search returns just over a million hits, and many are insipid. (“Is ‘sales enablement’ the new black?” I’m paraphrasing, but you know what I mean.) No: In a 2010 blog post, Forrester’s Scott Santucci described the struggle... View Article

What’s a “Marketing-Qualified Lead”?

Posted on April 7, 2014 by | Leave your thoughts |

It’s an essential question: What is a “marketing-qualified lead,” and how exactly does marketing make that determination? And once it’s in place, does sales agree? As for that last question, the answer is: Not very often. Only 23% of sales professionals say marketers consistently deliver sales-ready leads. And worse: According... View Article

About Sherry Lamoreaux

Sherry is the editor of Act-On's Marketing Action blog. She also writes and edits eBooks, white papers, case studies, and miscellanea. She is an award-winning creative writer.

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