Aligned to Achieve

I ghostwrote Aligned to Achieve, a business book on the topic of sales and marketing alignment, published by Wiley. The book is for B2B CEOs, sales leaders, and marketing leaders who want to solve the lack of alignment that has created strategic and financial obstacles that are often self-inflicted and entirely within the control of the leaders themselves.

In writing the book, I conducted more than 50 interviews with executives, thought leaders, analysts, researchers, and others to get a wide range of insights on this topic. From concept to publishing, it was a 12-month project. During that time, I spent nearly 4 months researching and writing this book full-time.

Behavioral Analytics For Dummies

To accelerate awareness of both Quantivo and “behavioral analytics” in general, I developed the concept for, and wrote, Behavioral Analytics For Dummies, the definitive guide to understanding and applying behavioral analytics.

This book gives marketing, web analytics, and business intelligence professionals the knowledge required to turn customer data into profit-driving action. Behavioral Analytics For Dummies was a tremendous marketing, awareness, and communications success for Quantivo, driving over 6,400 leads in less than one year, and generating enthusiastic coverage by several key publications, including:

• Dumbing Down Behavioral Analytics, Behavioral Insider
• DIY Behavioral Analytics in Real Time, CMSWire
• Behavioral Analytics for Dummies, IT Business Edge
• Easily Understand and Apply Behavioral Analytics with New Book, B-eye Network
• “Further reading” on Wikipedia’s behavioral analysis page

Various Ebooks, White Papers, and Customer Success Stories

• Igloo Replaced Spreadsheets With Collaborative, Finance-Owned Planning (Planful)
• The K–12 IT Leader’s Action Plan for Back-to-School Readiness (Incident IQ)
• Becoming an Autonomous Enterprise: Lessons from The Washington Post
  (Automation Anywhere)

Select Articles

• 4 Tips to Get Sales Reps on Board with Account-based Marketing, Sales & Marketing Management
• Better Predictive Marketing Comes From Better Data (ghostwriter), Analytics India
• State Pulls Plug On Mbloom, But Still Wants To Help Tech Startups, Honolulu Civil Beat
• Sometimes The Road To Success Takes You For A Ride, Accelerate Magazine
• Big Data: Tech Hype or Real Marketing Concern?, Retail Analytics Now
• 5 Tips to Turn Holiday Traffic Into Everyday Customers, eMarketing+Commerce
• Best Practices to Turn Customer Behavior Insights Into Marketing Gold eMarketing+Commerce

Quotes in Articles and Podcasts

• Drone Aircraft Help Save Taxpayer Dollars in Hawaii, Government Executive
• Dumbing Down Behavioral Analytics, Behavioral Insider
  “They’re not looking at what their sales of men’s clothing were yesterday. That tells them nothing. They want to know, who bought black pants? What have they purchased in the last three weeks leading up to that black pants purchase? And what should I promote to them next? It can get very granular quickly. But if you don’t have access to that data, then you are making decisions based on very high level analysis and are starting to go back to gut feel.”
• Using LinkedIn for Lead Generation: 6 Lessons, Marketing Sherpa
  Rushin’s team saw social media as a means to raise awareness about the products and generate leads from these new audiences. So, in addition to using Twitter, blogs, and YouTube videos, the team experimented with joining LinkedIn groups and sharing marketing collateral there to generate leads.
• Nextance Launches Proposal Management, DestinationCRM
  “This enables them to provide a highly polished, organized proposal in much less time,” says Jason Rushin, Nextance director of product marketing.
• Seizing opportunity for competitive advantage: why some companies (and leaders) are better at it than others, Carnegie Mellon’s Tepper Magazine
  “You don’t know when or where or from whom the good ideas will come. You need to embrace the creativity of all your employees; encouraging input from all areas.”