Company: Aprimo, Indianapolis, IN
Entry Submitted By: Greenough
Company Description: Aprimo is a leading global provider of marketing software and services that enhance the productivity and performance of marketing organizations. Aprimo customers include over one third of Fortune 100 companies, and nearly one quarter of Global 100 companies. Founded in 1998, Aprimo is headquartered in Indianapolis with offices worldwide.
Nomination Category: Marketing Professional / Organization Categories
Nomination Sub Category: Marketing Executive of the Year

Nomination Title: Lisa Arthur, Chief Marketing Officer

Tell the story about what this nominee achieved since January 1 2011 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

When Lisa joined the team of marketing automation software provider Aprimo in 2010, the marketing world faced tough economic conditions, changing business/customer relationships and new challenges spurred by globalization. Rather than fight this evolution, Lisa embraced it as a “Marketing Revolution.”

Throughout 2011, Aprimo’s Marketing Revolution had an enormous impact on the company, helping the Aprimo team meet Lisa’s aggressive growth targets. Since its inception, the Marketing Revolution has led to a 75% increase in marketing-qualified leads. Elsewhere, the number of sales leads booked rose 36% while the cost to book them decreased 35% due to optimized performance.

Lisa didn’t just revolutionize the way Aprimo did business in 2011. She revolutionized the thought leadership that guides all marketers. Tirelessly committed to spreading her message, Lisa speaks at top industry events including the Web 2.0 Conference, MIT Sloan CMO Summit and American Marketing Association Strategy Conference. Additionally, Lisa was the only representative from a BtoB marketing software company to speak at the annual Retail Federation Convention in 2012. She also writes a weekly column in Forbes discussing the Marketing Revolution and industry trends.

Considered at the forefront of marketing leadership, Lisa seeks to involve entire organizations in marketing, advocating for increased collaboration between marketing and IT. With the advent of Big Data and the limitless possibilities it provides for marketers to engage with customers and better develop and nurture sales, Lisa firmly believes a new sense of cooperation must exist between all departments for any organization to succeed in today’s business landscape.

Lisa backed up her ideas by successfully navigating Aprimo through an acquisition by Teradata in January 2011, which was bolstered by Teradata’s later acquisition of Aster Data. This brought together what Lisa calls “the Power of Three,” with Teradata as a global leader in data warehousing, Aster a leader in data analytics and Aprimo providing the tools to put this data to use. Since the acquisition, under Lisa’s leadership, Aprimo has released two new products and upgraded two others. These products are on the cutting edge of marketing technology and provide marketers with integrated solutions that address all aspects of digital campaigning including mobile, hyper-local and Lisa’s own innovation, Intelligent 1:1 Marketing, a cross between CRM and marketing.

By integrating data from all of today’s channels (mobile, social, QR codes, real-time demand chain data, etc.), Intelligent 1:1 Marketing allows marketers to drive revenue in new ways. Through Intelligent 1:1 Marketing, a unique customer experience can be designed, tailored specifically to customer preference. This is a system that allows marketers – including Lisa herself – to manage sales leads like never before.

For her outstanding work with Aprimo and its customers, Lisa has received numerous awards, including a Gartner & 1to1 CRM Excellence Award, DemandGen Sales/Marketing Alignment Award and SLMA Women to Watch Awards in 2011 & 2012.

During her tenure, Aprimo has also been named one of Indiana’s “Best Places to Work” by the Indianapolis Business Journal.

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A 25-year marketing veteran, Lisa is currently the Chief Marketing Officer at Aprimo.

Lisa has also served as CMO for Internet leader Akamai Technologies and B2B2C application provider Mindjet. She spent nearly seven years at Oracle, where as a Vice President of Marketing, she managed the market entry and growth for Oracle CRM and drove market and demand initiatives for all Oracle services, including its E-Business Suite On-Demand. In addition, Lisa is the founder of Cinterim, a firm providing strategic counsel for Silicon Valley start-ups and Fortune 50 technology companies