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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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How to Make Sure Adding Analytics Skills to Marketing is a Win

Tuesday, January 24th, 2017

Numerous studies emphasize how central analytics is to business strategy. The CFO Alliance’s 2016 sentiment study highlighted the role of Marketing execution and performance to company success. A top strategic factor to achieving growth depends on how well Marketing impacts customer engagement and enables the company to tap new markets. Both of these capabilities require […]

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CMOs: How to Make Sure Your Presentation to the Board Doesn’t Fall Flat

Tuesday, January 10th, 2017

A study by Kimberly Whitler, Ryan Krause, and Donald Lehmann explored the role and impact of marketing experience on the board contributes to overall firm performance. They hypothesized that marketing experience for board members would be valuable given that boards are increasing their focus on top-line growth performance, the ability to understand customer preferences, and […]

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Unlock the Power of a Marketing Dashboard

Thursday, December 22nd, 2016

Dashboards seem to be all the rage these days. The pressure to demonstrate value, be more accountable, and improve marketing return on investment is driving marketers to develop dashboards. The VEM marketing performance studies consistently reveal  these are two areas where the C-Suite still feels marketing falls short. Aberdeen believes that dashboard in the analytically enlightened organizations […]

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Assess and Measure Competitiveness to Stay Strong

Tuesday, December 6th, 2016

A Harvard Business Review article reminds us that today businesses face an environment where operating margins are increasing and market leadership is precarious. Being able to quickly read market signals and adapt is essential to sustaining a competitive advantage. Capabilities that lead to a competitive advantage in the past, may not continue to do so […]

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Best the Competition with a Compelling Value Proposition

Tuesday, November 22nd, 2016

A compelling, meaningful and relevant value proposition enables you to increase the quantity and quality of prospective opportunities, gain market share in your targeted segments, and charge a premium price. Conversely, poor positioning contributes to long sales cycles, low close rates, customer confusion, channel indifference, and sales organization discord. It’s nearly impossible to survive or […]

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