Marcia Trask

Principal Analyst, Marketing Operations Strategies

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Author Insights

Blog

Agile Marketing: Cui Bono?

Marcia Trask December 9, 2020
There’s no mystery as to who benefits from agile marketing adoption. Marcia Trask shows that the lineup of beneficiaries includes marketing teams, leadership, internal stakeholders, and external customers.
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Blog

Process in a Time of Crisis

Marcia Trask June 24, 2020
  • In the “people/process/technology” triangle method of issue resolution, process is the underutilized approach  
  • Automating processes, conducting process audits and adopting agile methodologies can drive effectiveness in times of crisis
  • Process improvements are a low- to no-cost approach for greater efficiency in uncertain times
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Blog

Five Tips for Building a Better CMO Dashboard

Marcia Trask September 26, 2017
  • CMOs need relevant and timely marketing performance updates for effective decisionmaking and planning
  • From the beginning, CMO dashboards should be designed with the audience and their information needs in mind
  • Effective dashboards tell a logical story, as measurement results are not always intuitive or readily actionable
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Blog

Eight Steps for Navigating Technology Procurement

Marcia Trask July 12, 2017
  • Getting approval to purchase new technology is just the beginning of an often-complex procurement process
  • A successful procurement process includes clear business requirements, a vendor short list and a structured RFP review
  • Expedite results by building internal stakeholder relationships and communicating proactively throughout the process
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Blog

Technology User Adoption – The Winning Approach

Marcia Trask May 3, 2017
  • User adoption is crucial to technology implementation, but can take time to achieve
  • Vendor training is the beginning, not the end, of the user adoption process
  • Understand user roles, prioritize role-based training and provide ongoing support
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Blog

The Top Five Marketing Skill Sets for 2017

Marcia Trask March 6, 2017
  • Marketing skills have become an increasingly urgent topic for B2B CMOs.
  • Marketing leaders are faced with a growing skills gap fueled by sweeping organizational and technological changes affecting the marketing function.
  • The data from SiriusDecisions’ 2016 global CMO study is clear – an overwhelming majority of CMOs plan to acquire, revise or enhance the skill sets within their marketing function over the next two years.
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Blog

DIY Tech Options for Marketing Enablement

Marcia Trask December 12, 2016
  • Marketing enablement is an emerging function that systematically equips marketing staff with the competencies to succeed in their job roles
  • Marketing enablement functions are challenged by the lack of dedicated technology solutions to support their efforts
  • Savvy leaders use a DIY approach to leverage existing technology to address their marketing enablement needs
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Blog

Conversations With CMOs – What’s Top of Mind?

Marcia Trask October 21, 2016
  • Regardless of company size or industry, the majority of B2B CMOs are focused on the same short list of key topics
  • Account-based marketing (ABM), brand strategy, change management, organizational design, planning and technology are currently top of mind
  • Marketing professionals can leverage a variety of resources to support CMO initiatives in these areas
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Blog

Marketing Operations: Trending Topics

Marcia Trask August 18, 2016
  • Defining and effectively measuring marketing influenced pipeline is top of mind for operations practitioners
  • Developing and executing impactful buyer needs-based campaigns remains an important issue
  • There continue to be questions on organization structure and alignment between sales and marketing operations
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Blog

Maximize Your MRM Implementation

Marcia Trask June 15, 2016
  • Successful MRM implementations address pre- and post-implementation workstreams in addition to technology selection
  • Workstreams include requirements gathering, relationship building, implementation prep, training, user adoption and system support
  • Leverage cross-functional working teams and a proactive communications plan to ensure project success
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Blog

How to Pick the Right MRM Solution

Marcia Trask April 21, 2016
  • The explosion of new marketing resource management (MRM) solution offerings gives marketers many choices – and a need for structured decisionmaking
  • First define requirements in the four areas of MRM functionality: planning/budgeting, project management, asset management and communications
  • Evaluate build vs. buy and suite vs. pure-play considerations to develop a focused list of MRM solutions to meet requirements
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Blog

What Companies Really Think About Their Marketing Skills Gaps

Marcia Trask February 24, 2016
  • B2B organizations can come together in shared experiences of marketing competency development and marketing enablement
  • While it’s important to train marketers to use new tools, it’s vital that they understand foundational marketing skills
  • Keep in mind that marketing managers need enablement, too
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Blog

Building a Better Marketing Plan

Marcia Trask October 29, 2015
  • One of the questions we are frequently asked is “What makes a good marketing plan?”
  • To sort out the confusion around building a good marketing plan, it’s important to separate the inputs from the outputs
  • Inputs into the marketing plan can be grouped into three categories
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Blog

X Marks the Spot: Competency Maps Lead to Marketing Skills Treasure

Marcia Trask August 28, 2015
  • Discover benefits that.competency mapping can bring to a B2B marketing organization
  • B2B marketing teams are grappling with a significant level of change that is fueling a growing skills gap
  • Creating a list of core competencies, and aligning them to marketing functions, allows leaders to build focused competency maps
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Blog

Six Campaign Questions that Marketing Must Answer

Marcia Trask June 18, 2015
  • As marketing organizations adopt an integrated campaign approach, there’s often a struggle to create buyer-centric campaigns
  • We’ve created a list of six fundamental campaign planning questions that we challenge you to answer
  • The SiriusDecisions Campaign Framework assists with marketing planning and execution to align the overall organization to business goals
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Blog

Spelunking in the Marketing Skills Gap

Marcia Trask March 19, 2015
  • B2B marketing has changed dramatically due to technology shifts, the popularity of data and analytics, and empowered buyers
  • The gap between what marketers used to do and what they must do now is getting wider
  • Many skills fall into the categories of messaging, content strategy, technology and analytics
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Blog

Doubled Investment, More Technology and Greater Responsibilities: Happy Anniversary, Marketing Operations!

Marcia Trask February 2, 2015
  • The need for marketing operations has increased because of changes in the buying process, marketing technology, and buyer and customer data
  • Current marketing operations staffing levels vary based on.company size but range from 4 to 5 percent of total marketing staff
  • To support the needs of stakeholders, marketing operations’ range of responsibilities is extensive and diverse
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Blog

Four Critical Areas of Marketing and Sales Operations Alignment

Marcia Trask December 2, 2014

What actions can a B2B organization take for better cooperation and alignment between sales and marketing teams? Find out our findings and advice.

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Blog

One of These Things Is Not Like the Other

Marcia Trask September 29, 2014
A frequent question I hear from clients is, “Should we combine our sales operations and marketing operations functions into one team?” When I get this question, I start hearing the old Sesame Street jingle “One of These Things Is Not Like the Others” playing in my head. Sales and marketing operations may look very similar […]
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Blog

Marketing Operations Engine for Intelligent Growth

Marcia Trask August 22, 2014
At our Summit 2014 in May, we introduced the SiriusDecisions Intelligent Growth Model and the SiriusDecisions Confidence Index. They contained research findings on B2B companies’ optimism about growth over the next 12 months, as well as on the execution challenges to support that growth. In addition to showing insights on how sales, marketing and product […]
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