When You’re Focused on Upstream, What do You Measure?
Which metrics demonstrate Marketing’s value regarding strategy and upstream marketing? Two concepts help spark your thinking.
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When it Comes to Data Go for Best Not Perfect | What’s Your Edge?
The type of data, how you store it, and how you manage it makes all the difference when it comes to results. Here are some tips on good data management.
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When and How to Use Focus Groups – Even in a Virtual World
Focus groups are still a valuable research methodology. There are six situations for which focus groups are ideally suited and will yield the best results.
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Why You Need to Bolster Your Business Acumen
If you’re looking to rise up through the ranks, business acumen is an essential skill that underlines credibility and influence. It’s critical to serving as a member for the business team. Start with these four steps to enhance your business acumen.
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Are you good at the long and short game for performance excellence? | What’s Your Edge?
Marketing performance excellence takes being proficient at the the long game and short game. There are 12 clubs that every high-performance Marketing team should know when and how to use well.
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A Quality Message Map Makes a Powerful Competitive Weapon
A comprehensive message map anticipates potential counter-messages by competitors. Create an effective counter measures message map in 5 steps
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How Do You Know It’s Time to Bring in a Marketing Expert | What’s Your Edge?
Today there are many Marketing experts out there. It’s important to know when it’s time to contact one and how to pick the right person for the job. Follow this six step process.
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Why You Need to Start with Why as You Develop Your Marketing Plan
When properly developed, the Marketing plan – that is, one that consists of more than a list of programs and tactics – serves as an exceptional alignment and accountability vehicle. To create a Marketing plan that passes muster, start with Why.
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