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What is the Expected ROI for Your Marketing Plan? And How to Do It

Thursday, February 15th, 2018

Today’s Marketing leadership is expected to be data-driven and measurement savvy. Your Marketing plan should immediately demonstrate both capabilities. In fact, calculating your Marketing plan ROI should be an integral part of your business processes. Determine your Marketing plan’s ROI by arming your team with data related to finding, keeping and growing the value of […]

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How to Save a Year of Research for Your Account-Based Marketing

Thursday, January 18th, 2018

We’ve enjoyed the privilege of being engaged with a number of our customers for nearly two decades and last year were fortunate to add new projects and new customers. Our 2017 target for the number of new customers was significant, so, with all the rage about Account Based Marketing (ABM), we decided to experiment with […]

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Why Does Good Strategy Matter to the Bottom Line?

Tuesday, December 5th, 2017

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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When Is It Time to Embark on Repositioning?

Tuesday, November 21st, 2017

In 1969, Jack Trout introduced the idea of market positioning in a paper published by Industrial Marketing Magazine. Later, along with colleague Al Reis, he popularized the concept with their bestselling book under the title, Positioning – The Battle for Your Mind (1981). Since then, we’ve all come to accept that proper positioning improves your […]

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How to Better Utilize Data and Analytics

Tuesday, November 7th, 2017

Yet another study, this one by PAN Communications, continues to lament the challenge Marketing organizations face for measuring success. This particular study found that “76% of marketers are lacking the confidence to measure the success of their content programs.” Despite this statistic, every CMO we’ve worked with admits how important it is to be able […]

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Are You Ready to Make The Shift to A.I.? (Part Two)

Tuesday, October 24th, 2017

This is the second part of a two-part series. See our first section Should You Use A.I. in Your Marketing? on LinkedIn.  According to BPMonline Insights, nearly 40% of companies struggle to convert data into actionable insight. We know from our research, and that of others, that there is increased pressure on Marketing to measure […]

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Are You Really Ready to Enter a New Market?

Tuesday, October 10th, 2017

Ideas for new markets to serve can come from Marketing and anywhere externally or internally, e.g. best customers or a partner, a member of the C-Suite, and Sales or Customer Support departments. If sales are flagging or if your revenue goal is especially high this year, or the market just seems very exciting, it can […]

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

Tuesday, September 26th, 2017

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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