Marketing Strategy

Why Does Good Strategy Matter to the Bottom Line?

Strategy is fundamental to the success and sustainability of all organizations. It is about seizing opportunities and knowing which not to pursue, all while mitigating risk. Develop a Marketing strategy that stands the best chance of delivering on your current and FUTURE performance, productivity, and profit targets. A good strategy is designed to drive long-term […]

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Marketing Research

When You Need Research to Be in the Know – and How to Do It

Many organizations believe that social listening is a good substitute for traditional market and customer research. Certainly, social listening has its merits and can provide powerful and relevant insights when combined with traditional research. But it is an adjunct to, not a replacement for, traditional market research Social listening provides an excellent way to monitor […]

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Marketing Operations

The Evolving Role of Marketing Operations

The time seems right to take a moment and reflect on the evolution of the Marketing Operations (Ops) role. Only a few years ago, the scope was typically Marketing project management and/or Marketing governance. With the increased pressure on Marketing to measure its value and contribution, Marketing Performance Management (MPM) and be more agile, the role of […]

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marketing metrics

Today’s Metrics Fail to Connect Marketing to Growth

Marketing, you’re going to need different metrics if you want to prove your contribution to Growth. In our recent poll, “growth” received 100% of the responses for Marketing’s top priority this year. The second question asked, “What metrics (select all that apply) is your Marketing organization currently using to report on its contribution to the business?” […]

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Marketing Automation

Is Your Marketing Up to the Task of the Primary Directive of Growth?

A 100% agreement, we don’t see that very often in survey results. But “growth,” especially organic growth, was the first or second choice by everyone who responded to the first question in our recent three-question poll, “What’s the top priority for your Marketing organization in 2018?” The response reflects the findings in the CMO Council […]

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The Marketing Ops Audit: Why It Matters and How to Do It Well

Marketing Operations (Marketing Ops) is a well-established function. Whether performed by one person in a small company or a large team in a billion-dollar business, it is present in 70% of Marketing organizations overall and in 82% of Best-in-Class (BIC) Marketing organizations. Best-in-Class Marketing organizations are those that earn 90 or greater out of 100 […]

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The Bottom Line: Action is at the Heart of Marketing’s Productivity

In a recent article, David Dodd wrote the innovations in Marketing “have promised to improve marketing effectiveness and efficiency, and numerous research studies purport to show that they are delivering a wide range of benefits. But have these innovations really improved the bottom-line productivity of B2B marketing? Can we show – in a credible and […]

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How to Gain Insights Designed to Accelerate Growth

After years of focusing on controlling costs, growth has moved to the top of the priority list for many companies. Despite 93% of the 900 senior executives surveyed by KPMG indicating that their companies are “at some stage of undergoing or preparing to undergo a transformation,” designed to propel growth, the same survey’s results suggest […]

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