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Proper Positioning Improves Your Probability of Success

Tuesday, October 11th, 2016

What does your company do? How is what you do valuable to your customers? The answers to these questions are the foundation for your company’s positioning. Ideally you should have a positioning document for the company as well as each of your lines of business/practices and/or your products/services. The concept of positioning is one of […]

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Stuck with a “Percentage of Sales” Marketing Budget? What You Can Do

Tuesday, September 27th, 2016

There are no simple rules for determining a Marketing budget. This is because it should be based on the Marketing objectives you are tasked to achieve in support of business goals.  Often those objective, metrics, and goals are different for each company. For a number of companies, the Marketing budget is still determined by a formula based […]

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Assessments and Benchmarks for Lasting Improvement

Tuesday, September 13th, 2016

To survive and thrive in a competitive business environment, companies are being hammered to continuously adapt and deliver more, faster, better, and less expensively. Today’s emphasis on more and faster growth via better customer experiences is the focus for many organizations. Companies use the strategic planning process to identify what the business should become and […]

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Activate Marketing Ops for Better Excellence & Agility

Tuesday, August 23rd, 2016

Not long ago, a Forbes article shared an important lesson learned. It revealed that 70 percent of the companies that were on the Fortune 1000 list a mere ten years before had vanished – unable to adapt to change. Articles like this reinforce the importance of agility. The market research company, Forrester, defines business agility […]

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Keep Your Focus On The Customer To Become An Analytical Competitor

Tuesday, August 9th, 2016

Improving Marketing effectiveness and competitive advantage takes analytical prowess. In today’s abundantly rich data environment, keep an eye on the value creators, the best-in-class (BIC) marketers who build more skills around insights from analytics than their counterparts. These elite groups of marketers are more proficient at using data and analytics. Where are their priorities focused? […]

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Join the Ranks of the Best-in-Class with Improved Accountability

Tuesday, July 26th, 2016

In today’s world, what Marketing can measure is only limited by your imagination. What separates the best-in-class (BIC) marketers from the rest is their ability to prove the long-term, quantitative impact of marketing. These Marketing organizations define performance by connecting results to a set of C-suite relevant outcomes. Marketers who make this connection make a […]

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How To Turn The Tables For Better Marketing Alignment

Tuesday, July 12th, 2016

Alignment is a critical differentiator of the Value Creators. What does that mean? It means these marketers know which business outcomes matter to the C-suite and business leaders. They align Marketing to those outcomes. It’s their launching pad. Having a clear line of sight between marketing initiatives and the business enables marketers to make both strategic […]

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How to Capitalize On Your Customer Journey Maps

Tuesday, June 21st, 2016

Why do Customer Journey maps matter to your business? And why do you want to create them? Because they are an essential part of capturing and improving customer and market opportunities. “Journey,” according to Gartner is among the most overused Marketing phrases. We too plead guilty. Even so, the concept of Customer Journeys is too […]

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