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Are You Rich in Activity Metrics But Poor in Proving Value?

Tuesday, May 16th, 2017

In an environment where the CMO is being asked to prove Marketing’s value every day, what can a CMO do to not merely survive, but to thrive? To survive and thrive, CMOs need to see themselves as champions of growth who can anticipate customers, develop their organizations’ Marketing capabilities, and measure Marketing’s impact on the […]

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Centers of Excellence: How to Drive Your Marketing Performance Past the Norm

Tuesday, May 2nd, 2017

The concept of Marketing serving as a Center of Excellence (CoE) within an organization is beginning to see traction. In their recent 2017 Marketing Benchmark Report: Centers of Excellence Key to Boost MarTech Adoption and Maturity, Marketo identified a variety of challenges and opportunities facing marketers that can be more easily overcome when Marketing operates […]

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Who Cares About ROI? What You Really Want to Know is How Effective You Are

Tuesday, April 18th, 2017

In our MarketingProfs article, Marketing Activity Metrics Mean Little: Here’s How to Really Prove Marketing’s Value, we asserted that “marketers need to be smarter about the performance metrics they select.” We also found ourselves concurring with David Dodd’s claim that “many senior leaders are no longer satisfied with the tactical performance indicators (campaign response rates, […]

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How to Apply the Margin of Victory to Measuring Marketing

Tuesday, April 4th, 2017

From market share to product adoption rate, win rate to share of wallet, brand preference to category growth rate – almost every niche is affected by marketing touching their respective key performance indicators. Naturally, the more Marketing influences KPIs, which serve as metrics to help Marketing and business leaders ascertain Marketing’s effectiveness, the more noteworthy […]

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How You Play a Role in the Making of the MPM Discipline

Tuesday, March 21st, 2017

A discipline reflects a particular object of research that produces a body of accumulated knowledge. This body of knowledge gives rise to theories and concepts that become subjects taught at academic institutions and have professional associations connected to it. As Marketers and proponents of Marketing you are part of a rich discipline. It is believed […]

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Increase the Value of Marketing by Comparing it to its Peers

Tuesday, March 7th, 2017

Analytics-based insights derived from Marketing’s data have become the lifeblood of both Marketing and the business. These data driven decisions are the critical component in improving Marketing’s effectiveness as well as proving Marketing’s value to the business. However, in order to formulate actionable recommendations that will be of value to the business, you have to […]

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Marketing Excellence Paves Your Way to Growth

Tuesday, February 21st, 2017

Not long ago a Forbes article shared the results of a survey that asked members of the C-Suite to identify and rank their priorities. They listed finance, sales, production, management, legal and people in this order. Perhaps you notice that Marketing is missing from the list! As Marketing leaders you need to take action if […]

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Create a Marketing Center of Excellence to Increase the Bottom Line

Sunday, February 19th, 2017

If you saw the latest Gartner CMO spend report you know that budgets are on the rise for 2017, up to 12% of revenue. In the report Gartner states “with power comes great responsibility. By taking custody of these dollars, CMOs are promising more and more back to the business.” In investing these dollars CMOs […]

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