If you want to demonstrate the importance of Marketing to the rest of the organization you need to be able to quantify Marketing’s value to the business. A recent study by Ernst & Young found that only 13% of the CFOs said that the agendas of Finance and Marketing were completely aligned on the issue […]
Anthony Palmer, President and formerly the Chief Marketing Officer at Kimberly-Clark, claimed that, “the role of a CMO is really pretty simple. You can’t ever lose sight of the fact that your role is to sell more stuff to more people for more money more often. That has to be the ultimate goal. You also […]
Customer-centricity. It’s more than just a buzzword; it’s more than just a platitude. This concept, while not new, has become one of the most popular topics among today’s business leaders as companies explore ways to increase market momentum, customer share, and new product adoption. Yet, the Global Customer Service Barometer survey conducted by American Express […]
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 […]
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 […]
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, […]
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 […]
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 […]
