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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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Easy Ways to Start with the Right Marketing Metrics

Tuesday, November 8th, 2016

At a time when marketers are being asked to be more accountable, more is being measured. The challenge, however, is to find the right things to measure, i.e., the marketing metrics that improve and prove the value of your investments. Read on for a primer on how to do this successfully. Marketing Metrics Come in […]

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Strengthen Customer Trust to Grow Revenue

Tuesday, October 25th, 2016

Trust plays an important role in building revenue. A study conducted by the MIT Sloan School of Management suggests that the degree to which a company is trusted affects the amount and frequency of customer purchases. Seems obvious. If people don’t trust you, they won’t buy from you. But many companies fail to deliberately invest […]

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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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