Note: Click here to hear an audio version of this article. Do you know when it’s time to bring in an outside Marketing expert? Maybe this story helps illustrate the point. Not very long ago, Mark, my husband, started limping. When I asked him what was wrong, he said his knees were bothering him. For […]
The purpose of Marketing plan is simple – to create a navigation and communication tool that serves as a road map for finding, keeping and growing the value of customers. Because Marketing is about creating customers, your Marketing plan must be customer centric, that is, it must focus on how to maximize the value to, […]
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 […]
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 […]
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 […]
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?” […]
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 […]
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 […]
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 […]
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 […]