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Marketing Management

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How To Architect Your Actionable Marketing Dashboard

Your Marketing dashboard should serve as your vehicle for improving and proving Marketing’s contribution, impact and value.

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Segmentation for Winning in the Market

Business success depends on effective market segmentation. Complete two fundamental steps before you can decide which market segments to pursue.

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How to Make What You’re Counting in Marketing Count

There’s more to Marketing accountability than counting what Marketing does and the costs. Make sure what you’re counting matters to the business.

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Is a Land Grab the Right Growth Strategy for You?

Is a land grab growth strategy right for you? You must be able to leverage ALL three of these factors to make a land grab strategy work for you.

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How to Seize the Elusive Goal of Marketing and Sales Alignment

Despite the focus, the goal of Marketing and Sales alignment remains elusive. Every business can employ three steps to improve alignment.

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How to Report on the Value Marketing Generates

We suspect your CEO, CFO, COO, or president has a cadence for each function to report on performance. If this is the case, as the Marketing leader you provide some type of report to help your leadership team understand the value of Marketing. We have found, as a part of our dashboard review process, that […]

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Why a Data-Driven Marketing Culture Needs to Be at the Top of Your List

The Western Digital “Growing Role of Object Storage in Solving Unstructured Data Challenges” study revealed that unstructured data is growing between 40-60% per year. Rich media – audio, video, images, and research data, all of which are non-text data types – are leading the pack of data sources. All of this data falls into the […]

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Score Big with a Marketing Measurement Playbook

We most often hear about playbooks in reference to sports, but the concept is applicable in almost any industry. A playbook serves as a useful tool to outline a strategy for an activity. We’ve suggested and worked with many customers to help them develop playbooks for improving a variety of Marketing capabilities, including Marketing and Sales […]

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How to Make Marketing Indispensable

We often talk about the value of Marketing. To play a strategic, indispensable role Marketing needs to be valuable. Does it seem like I’m splitting hairs? These two words may seem similar but the meaning is not. The dictionary tells us that “value” is the degree to which something is useful or estimable. Something that […]

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How Marketing Operational Excellence Facilitates Growth and Customer Value

IBM’s Modern Marketing Mandate posited that “CMOs have always needed to take their industry’s pulse and devise appropriate competitive responses … today, the mission needs to extend beyond market research and marketing campaigns. CMOs have a broader responsibility to analyze and predict trends.” Betsy Rohtbart, vice president of Digital Marketing at Vonage, described this as […]

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