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Companies that eliminated marketing during the pandemic and then publicly celebrated the absence of any immediate revenue drop were, in effect, living on borrowed time. The structural reality is that a reasonably robust B2B marketing program carries a hangover effect — roughly a year to eighteen mon
Analytics drawn from mid-market companies show that marketing makes sales eight times more effective and five times more efficient than sales operating alone — a figure that, according to Mark Stouse, remains almost entirely unknown inside executive suites. The structural reason is that marketing is
Between November 2019 and February 2020 — weeks before COVID-19 registered as a public crisis — Proof Analytics began flagging an anomalous, non-seasonal decline in the performance of in-person events for Johnson Controls. The data offered no explanation, only a signal: something was wrong. Trusting
When analytics began flagging that Johnson Controls' field marketing investments — historically among its strongest performing channels — were deteriorating rapidly in early spring 2020, the company acted before any external explanation was obvious. Instruments were showing trouble before the pilots
In late 2019, forecasting models built by Proof Analytics began signaling that field marketing events were losing effectiveness for Johnson Controls — weeks before anyone had named the virus that would eventually shut those events down entirely. Acting on that signal, the company paid cancellation p