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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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Be Fanatical About Service Quality (And Why It Matters)

Tuesday, September 12th, 2017

I have been fortunate in my career to benefit from a number of remarkable mentors. My first professional job was in a financial services organization working for Dwight Prade. It was Dwight who bestowed upon me the title “Customer Relationship Manager.” This was long before the era of CRM systems. Because switching providers in our […]

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How to Tell if Your Marketing is Optimized for Performance

Tuesday, August 22nd, 2017

Frederick Winslow Taylor is credited with starting the Scientific Management movement.  He and his associates studied how work was performed. They examined how the performance of work affected worker productivity. In his book, “The Principles of Scientific Management,” published in 1911, Taylor discussed his philosophy based on the belief that making people work as hard […]

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Is Your Marketing Dashboard Out to Get You?

Tuesday, August 8th, 2017

Most likely you have some kind of Marketing dashboard. Research by experts and us all reveals that most Marketing organizations are producing and presenting some type of dashboard to their leadership team. It is the content displayed in the dashboard that distinguishes organizations who excel at performance management from those that don’t. We find that […]

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The Bottom Line: Action is at the Heart of Marketing’s Productivity

Tuesday, July 25th, 2017

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 […]

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Tuning Up Your Marketing Metrics and Measures: What They Are and Why They Matter

Tuesday, July 11th, 2017

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 […]

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How to Fulfill Marketing’s Fundamental Mission of Value Creation

Tuesday, June 20th, 2017

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 […]

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How to Make Your Customer Strategy More than a Buzzword

Tuesday, June 6th, 2017

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 […]

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