Marketing Resources: General Management

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General Management

General Management articles by the best and brightest in the field

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Marketing Champion Q&A: Xerox VP Christa Carone Builds the Brand and Reputationby Roy Young
During the 12 years that Christa Carone has been with Xerox, the company has been on quite a roller-coaster ride, having gone through significant challenges back in 1999 through 2001/2002, when the company's brand and reputation really took a hit. Recently she discussed with Roy Young her work to strengthen the company's reputation in the marketplace, to bring the brand back to a place that is worthy of such an iconic name like Xerox, and to help the company grow. [Read the full story] Marketing Articles: General Management
Guidelines for Choosing Online Marketing Technologyby Charisse Tabak
The burgeoning online marketing industry has produced a veritable treasure trove of technologies and their associated tools to support your efforts. With this cache of options comes the need to be accurate in your selection, making sure the tool matches the objective. [Read the full story] Marketing Articles: General Management
Marketing Champion Focused on Customer Analytics: Q&A With Paul Barsch, Marketing Director of Teradataby Roy Young
Paul Barsch, Marketing Director at Teradata, the business intelligence and data warehousing firm, is responsible for coordinating services engineering teams to define, build, and bring new offers to market. A self-described "information junkie" with over 15 years in marketing for information technology and consulting firms, Paul challenges all marketers to bring value to their organizations by taking the analytical path to understanding customers. [Read the full story] Marketing Articles: General Management
The Power of Green Lies in the Hands of Marketersby Jacquelyn Ottman
Many people think the power to restore our environment—to curb greenhouse gases, to clean up our air and water, to cut down on precious resources' ending up in landfills—lies in the hands of scientists and engineers, or lawyers and legislators. But the real power of green lies in the hands of marketers. [Read the full story] Marketing Articles: General Management
Building the New Marketing: Making Marketing Important to the Enterprise (Part 1)by Michael Fischler
Marketers have become masters of segmentation inside our own organizations. We've segmented ourselves into Lead Generators. Message Makers. Brand Stewards. Useful, of course—in fact, indispensable. But indispensable the way facilities management is indispensable. Or travel management. Or any other organization that an enterprise relies on, but cannot be easily shown to have direct impact on revenue. And if you don't have direct impact on revenue, you don't directly impact profit. And if you don't do that, you're second in line for everything—except maybe workforce reductions. [Read the full story] Marketing Articles: General Management
What Makes a Marketing Champion? An Interview With Matt Strain of Adobeby Roy Young
Matt Strain is director of worldwide relationship marketing at Adobe, where after just three years he is recognized as a Marketing Champion who adds financial value to the company. He has had a distinguished career in technology marketing. He recently took time to share his thoughts about what makes him successful and offered advice to fellow marketers for getting ahead in our challenging and competitive field. [Read the full story] Marketing Articles: General Management
Staying Up in a Down Economy: Eight Marketing-Strategy Tips from Best Buy and Wipro CMOsby Roy Young
Leading companies do not subscribe to the notion that marketing is a discretionary expense. They know that there is business opportunity during economic downturns, and marketing can lead the way. [Read the full story] Marketing Articles: General Management
Six Approaches to Marketing in Tight Economiesby Jim Lenskold
Marketing pundits have advocated throughout this year that tough economic times are the right time to build bands and grow share of voice. But this will not work for every company. Here are the six approaches that can help you assess whether spending more or less is right for your business. [Read the full story] Marketing Articles: General Management
How to Avoid Underachievement: Set Goals Only After You Map the Opportunitiesby Dr. Dan Herman
During your annual planning ritual, do you study and analyze the current situation in your market and then move on straight to setting your goals? Big mistake! Chances are, your goals end up far less ambitious than they should have been. So do your financial results. Instead, identify and map your opportunities before setting goals. [Read the full story] Marketing Articles: General Management
Tackling the 'Too Hard to' Pile of Marketing Accountabilityby Laura Patterson and Theresa Kushner
If you're like us, you probably have one of those piles on your desk that keeps being moved from one corner to another. You know, that pile you need to get to but avoid because it will take some real effort to tackle? For many marketing professionals, marketing accountability, analytics ,and ROI are in this pile. Marketers must stop avoiding this topic and tackle the pile! [Read the full story] Marketing Articles: General Management
Five Marketing-Plan Pitfalls to Avoidby Tim Calkins
It's hard to do great marketing without a clear plan. Unfortunately, many marketing plans simply don't work very well; they add little value and end up on a shelf, collecting dust. Marketing leaders need to be aware of these five common pitfalls, and steer clear. [Read the full story] Marketing Articles: General Management
Top 10 Challenges Interactive Marketers Faceby Aaron Kahlow
The top 10 challenges facing the interactive marketing community are very much the same as those facing the entire marketing community... in that almost every marketing professional must address the interactive/online marketing medium. When they are asked about top challenges, many marketers say things like "social media" or "search engine optimization" or "integrating online and offline." But I think the challenges are much more fundamental to the individual and the organization. Here's my list of the top challenges, and my recommendations for dealing with them. [Read the full story] Marketing Articles: General Management
Managing Marketing Performance: The Role of Data, Analytics and Metricsby Laura Patterson
Performance management has been applied to various parts of a business for quite a long time, particularly when it comes to manufacturing, logistics, and product development. Applying the concept to marketing is finally coming of age. [Read the full story] Marketing Articles: General Management
Tough Times Increase Pressure to Meet the Marketing Effectiveness Imperativeby Jay Milliken and Chiaki Nishino
Businesses today are hunkering down. With consumers clutching their wallets more tightly, companies are scrutinizing every budget item in an effort to maintain profitability even as revenues are flat and costs rise. And with marketing commonly viewed as a discretionary spend, it is one of the likeliest victims of the ax. [Read the full story] Marketing Articles: General Management
Twenty Questions to Ask When Crafting a Search Marketing RFPby Alan Rimm-Kaufman
Your organization has decided to outsource its search marketing, yet quickly realizes that one size doesn't fit all. In fact, finding the right search marketing vendor depends on your needs, preferences, site and budget. These 20 questions are a good place to start... [Read the full story] Marketing Articles: General Management
Survey: Better Data, Measurement Abilities, and ROI Metrics Boost Marketing Performanceby Jim Lenskold
Want to take your performance to that ideal level of highly effective and efficient marketing? It takes better access to detailed data and ROI discipline, but it also comes along with greater growth and better levels of budgets, according to the recently released study. [Read the full story] Marketing Articles: General Management
The Definitive Guide to Business-to-Business Marketing in a Recessionby Jon Miller
Does an economic slowdown necessarily mean that business-to-business marketers have to find even more ways to do more with less? Or can a downturn create opportunity for smart marketers to grow and thrive? [Read the full story] Marketing Articles: General Management
A Three-Step Product Commercialization Insurance Policy: How a GM Can Overcome the Oddsby Michael Barr
Bringing a new product to market is one of the most costly and risky activities that any GM faces. Voice-of-the-customer research and stage gate reviews have improved the odds of achieving success. But do they go far enough? Three important tasks are frequently overlooked even though they offer the ability to identify weak links early on. So, how can you overcome the odds? Arm your team with a three-step commercialization insurance policy designed to identify and assess risks. [Read the full story] Marketing Articles: General Management
Four Keys to Marketing Operations Successby Gary M. Katz
What does "best practices" in Marketing Operations look like, and how do industry-leading companies operate and integrate this highly valuable function? Marketing Operations Partners recently polled more than 80 marketing leaders to find out. [Read the full story] Marketing Articles: General Management
How to Avoid Six Common Pitfalls of the Launch Processby J. Mark Carr
Launching new products, services, or segments is the lifeblood of growth for most organizations. Yet, despite its importance, the launch process is often mishandled or assigned inadequate resources. Many of the mistakes that companies make are basic—yet frighteningly frequent and consistent across various types of businesses and industries. Here are six common fault lines in the launch process that very company should look out for. [Read the full story] Marketing Articles: General Management

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General Management mini articles distilling bite-sized advice (from our Get to the Point newsletters)

Shut Up and Listen. Please.Small Business
"Most people are not very good listeners," write Don and Sheryl Grimme in The New Manager's Toolkit. The reason, the say, is that we spend our days juggling personal and...
My House or Yours?Search Engine Marketing
With the Search Engine Marketing industry in North America generating more than $10 billion annually, most marketers know that search needs to be a part of their plan. What they...
Warren Buffett's Three I'sSmall Business
As fallout from the current economic crisis continues to mount, thoughtful people are beginning to ask what we can learn from this experience. In a post at Harvard Business Online,...
Staying on Top in a DownturnB2B Marketing
With the latest seismic shifts in the U.S. economy, it seemed a good time to check back to Jon Miller's "definitive guide to B2B marketing during a downturn," first presented...
A Clearly Good Marketing PlanSmall Business
"Marketing plans are essential documents for virtually any business," says Tim Calkins in an article at MarketingProfs. "[I]t is hard to do great marketing without a clear plan. Unfortunately, many...
Go Cone YourselfSmall Business
"It's hard to keep those marketing juices flowing if you are feeling bogged down," says Drew McLellan at his Marketing Minute blog. "Sometimes I have to give myself a reprieve....
Hands Off!B2B Marketing
OK. This one is for the sales managers. Grab a cup of coffee, and take a minute for a quick quiz. Daniel Sitter at the Idea Sellers blog has come...
You Don't SaySmall Business
You're in line at a store when the cashier answers the phone, speaks in a snarky tone, rolls his eyes, hangs up and then comments on the caller's stupidity while ringing...
The Weakest LinkSmall Business
In an ideal world, your entire team would demonstrate the skill and enthusiasm needed to make every marketing campaign a success. Unfortunately, though, you're going to encounter subordinates who don't...
The Five Dumb MistakesSmall Business
Running a small business can be a risky endeavor, but you don't have to reinvent the wheel when it comes to marketing. Taken from The Reach Group's Free Agent Formula—created...
Are You a Leader to Follow?Small Business
In a post at Harvard Business Online, John Baldoni says true leadership has little to do with your position on an org chart. Just because you have an executive title,...
Rock the VoteSmall Business
In a perfect world, you would have the freedom to identify a problem, brainstorm a solution and implement changes without needing the support and buy-in of your colleagues. Few of...
Kick the Web Development BluesSmall Business
In a post at the True You Marketing blog, Tina Ferguson outlines the most common mistakes companies make when they create a Website. No reason you have to make any...
Oh, no! He Picked up!B2B Marketing
"I'm in the office today, but away from my desk." Odds are, this is what you hear whenever you make a B-to-B cold call. Voicemail rules, everywhere. But what if, one...
Would You Give an Employee $1,000 to Quit?Marketing Inspiration
"Every so often," writes Bill Taylor in an article at Harvard Business Online, "I spend time with a company that is so original in its strategy, so determined in its...
Be a Super DelegatorSmall Business
There are plenty of reasons not to delegate. Maybe you can complete a project more quickly than those working beneath you, or you're convinced you'll achieve better results than your...
A Coffee Klatch for Every MarketerMarketing Inspiration
At the ungodly hour of 5:30 a.m. each Wednesday morning, John Wall and Christopher Penn visit a coffee house in Natick, Mass., to record a podcast they call Marketing Over...
Warm Up Your Thinking CapMarketing Inspiration
Organizational psychologist Amantha Imber, Head Inventiologist of Inventium, claims nothing saps creative juices like the hyperlogical mindset that professionals often bring to the table. "Most idea generation or problem solving...
Get Over It, KidMarketing Inspiration
It usually happens when deadlines are looming and there's so much going on you can't cope with one more thing. A nasty message from a customer or a colleague sends...
Would Anyone Care If You Went Out of Business?Small Business
John Moore of Brand Autopsy blog has a provocative series of posts in which he asks: "If [company name here] went out of business tomorrow, would anyone care?" Subjects have...

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General Management marketing downloads for the busy professional

Small Biz How-To Guide: Market Research
Need to learn about your customers without the big price tag of market research firms? This guide on do-it-yourself market research will help you get the information you need to position your business without emptying the corporate coffers.
Small Biz How-To Guide: Avoiding Key Pitfalls
Let's face it, more small businesses fail than succeed. Make sure yours is one of the winners with this guide to getting your small business off the ground and solidly on the road to success.
Marketing Metrics How-To Guide
Metrics is the guiding light of your marketing efforts. Without measurements, you're operating in the dark. Make sure you are tracking the right metrics, and get tips on interpreting the data with this comprehensive guide.
SWOT Analysis How-To Guide
This comprehensive, step-by-step how-to guide will help you assess the position in the market of your product or firm, by identifying the product's Strengths and Weaknesses, by considering the potential Opportunities the product has in the marketingplace, and by assessing the potential Threats posed by either the competition or the marketplace.
B2B Direct Marketing How-To Guide
Direct marketing is one of the fastest changing disciplines within marketing today. What worked 10 years ago, isn't working today. Heck, what worked last week sometimes doesn't even work today, so keep your skills sharp with his How-To guide, focusing on the B2B market.
Paid Search Advertising Template
If you're a little intimidated by the prospect of Paid Search Advertising, seriously, join the crowd. Here it is though -- a guiding light through the complex waters of Paid Search Advertising. We assembled a 30-page template to make learning and implementing a successful paid search advertising campaign for your firm as easy as possible.
Competitive Analysis Template
A thorough competitive analysis is a critical component of a solid marketing plan. It is an exercise that will provide you with valuable insights to guide the development of your business strategy. This 20-page template will make the project quick and easy, and you can end up with a leg up on your compeition.

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