This year’s SiriusDecisions Summit, or ‘Summit’ as attendees fondly abbreviate it, highlighted the importance of cross-departmental alignment to drive a customer-obsessed revenue operations strategy.

The event opened with a keynote on togetherness, this year’s show theme, that highlighted the importance of the initiation of work. It’s no longer about having an amazing product but the right processes and systems in place in order to achieve high performance. It’s no longer enough to be good, said one SiriusDecisions analyst, but how organizations set themselves up for success.

The concept of predictive modeling has been around for decades, and it involves collecting data, formulating a statistical model, making predictions, and then revising the model as more data becomes available. It is only in recent years that the use of predictive modeling techniques in marketing has taken off- thanks to the abundance of customer data available. There is a wealth of internal and external data that data scientists and marketers can leverage to make predictions about customers such as the propensity to engage, convert, buy, and churn. This post highlights two common predictive modeling techniques used in marketing.

An earlier Zyloblog post described the multiple benefits CDPs offer technology companies, benefits that go way beyond “just” the marketing function. This post will explore why so many B2B companies are now choosing CDPs in the noisy marketing technology/martech landscape (now with over 7000 vendors), what CDPs offer them, and how they’re implementing CDPs for three important, marketing-related purposes: Account Based Marketing (ABM), ID resolution, and GDPR compliance.

You may have heard the expression, quality doesn’t cost --it pays. A more precise formulation applies to business in the form of the 1-10-100 rule of data quality. The idea is that while it could cost you $1 to corroborate the data upon entry, it costs $10 to clean it later and $100 to leave it uncorrected due to the various losses that will result from it. How to prevent that happening? Adopt a CDP solution.

The decision to build a CDP versus buy one is a conversation we have with many prospects. While this is the undying question for all technology, it certainly applies to anyone evaluating a CDP. What are the advantages, risks and costs associated with both. This blog shares our most common discussions around this critical question, and how we address them.