We often talk about the value of Marketing. To play a strategic, indispensable role Marketing needs to be valuable. Does it seem like I’m splitting hairs? These two words may seem similar but the meaning is not. The dictionary tells us that “value” is the degree to which something is useful or estimable. Something that […]
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IBM’s Modern Marketing Mandate posited that “CMOs have always needed to take their industry’s pulse and devise appropriate competitive responses … today, the mission needs to extend beyond market research and marketing campaigns. CMOs have a broader responsibility to analyze and predict trends.” Betsy Rohtbart, vice president of Digital Marketing at Vonage, described this as […]
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Most of the recommendations for improving Marketing and Sales alignment revolve around how these two organizations need to work together. Misalignment is often attributed to a variety of factors, such as different goals, different timelines, and different psychologies. Market dynamics such as commoditization, the Internet, mobility and virtualization, and changing business models only compound the […]
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How do you assign value to your channels and touch points? There are a variety of attribution model methods. For example, do you attribute more weight to the first touch (such as clicking on a digital ad) than the webinar that generated an online demo of offline conversation? Or do you give equal weight across […]
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The Marketing budget accounts for more than 10% of revenue in many companies today. As a result, CMOs are often under tremendous pressure to demonstrate their contribution and impact to the business. One proof point is the findings in our MPM Benchmark study Cook Up Your Best Marketing Performance, where 64% of the participants indicated that “the […]
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“Customer experience (CX) is the new Marketing battlefront,” declared Gartner in their Customer Experience study. More than two-thirds of the respondents said their companies compete mostly on the basis of CX, and 81% say in two years’ time they expect to be competing mostly or completely on the basis of CX. It’s no wonder then […]
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Be in the Know About the Competitive Field Years ago, I competed in triathlons. Before each season, my husband, Mark (who also doubled as equipment manager and cheerleader), would ask, “What’s your idea of success this year?” The answer this question guided our race choices. We would then evaluate the races on the schedule against […]
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The purpose of a business is to create a customer, declared Peter Drucker. How do you create a customer? You provide something – a service, a product, a solution – (referred to as the Product in the Marketing Mix) they need AND want. In the B2B world, this want and/or need is typically to solve […]
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