Avatar

A Data Framework Emerges for B2B Marketing Orchestration

16 December 2019
No Comments
13 Views

At Bombora’s second annual Intent Event in September, I began noticing a developing trend among several successful B2B sales and marketing teams. No fewer than six presentations shared a common way of gathering, organizing, and perhaps most importantly, valuing all their sources and types of data.

This intrigued me. However, it wasn’t until I put this trend into the larger context of the industry’s move from automation to orchestration that the importance of this new data framework became clear.

The following outlines the data framework from a high level. Of course, a framework is one thing. How you use that framework is another. Due to length (and attention-span) constraints, I’ll address using the framework at a later time.

B2B Marketing’s Shift From Automation to Orchestration Is Affecting Data in a Big Way

Several influential B2B marketers have recently written about this shift. As Marc Johnson, CMO at Bombora, put it in his recent byline, “Marketing Automation Must Give Way To Marketing Orchestration”: “Orchestration means moving away from automating single tools and components, toward having all of the different marketing and sales elements running off of the same data and talking to each other …. It’s about actually aligning around what the consumer needs and what the prospect is interested in — while resisting the extraneous.”

Read more: A Data Framework Emerges for B2B Marketing Orchestration



About SMS


With over 20 years of business, sales, and consulting experience SMS is capable of serving many market sectors. We provide the field level support needed to generate results and grow your business. Other companies may provide appointment setting services; whereas SMS will partner with you to grow revenue.

Make a Payment
Contract Terms & Conditions

Contact SMS


2113 W Vienna Rd.
Clio, MI 48420
Email: [email protected]

810-640-8137

Latest Facebook Posts


This message is only visible to admins.

Problem displaying Facebook posts.
Click to show error

Error: (#10) To use "Page Public Content Access", your use of this endpoint must be reviewed and approved by Facebook.
Solution: See here for how to solve this error