General Management

• How Marketing Can Go Beyond the 'Make It Pretty' Syndromeby Laura PattersonPreview
  At a recent conference, Sylvia Reynolds, chief marketing officer for Wells Fargo, asked, "When did Marketing become the make-it-pretty department?" Reynolds then reminded conference participants that the fundamental role of Marketing has always been about the customer. Essentially, Marketing's role is to find, keep, and grow the value of customers. So what does that mean, and how does a marketer get beyond the "make it pretty" syndrome? [Read the full story] Marketing Articles: General Management
• Five Tactics for Busting Silos in Your Companyby Roy YoungPreview
  As a marketing professional, you likely work in a specialized function that may feel like a silo in your company. But you're also best positioned to break down the walls between your function and others (like R&D, sales, finance, and so forth). It's not an easy task, but the following five tactics can help. [Read the full story] Marketing Articles: General Management
• Corporate Blogging: Getting Past 'No' If You're Not the CEOby Rich JuliusPreview
  When Bob Lutz of GM or Jonathan Schwartz of Sun set up their blogs, they probably didn't worry too much about the review with Legal. But how does, say, a midlevel corporate marketer or product manager set out to create an "official" blog with the sanction of Legal? [Read the full story] Marketing Articles: General Management
• Marketers, It's Time to Hop Off the 'Time Management' Treadmillby Stephan SpencerPreview
  Ever sigh to yourself, "There just aren't enough hours in the day!"? You're not alone. Most marketers are overloaded and under-resourced. But it doesn't have to be that way. And managing your time more efficiently isn't the answer. Nor is simply delegating. You also need to be discerning about what you take on. In fact, when was the last time you prioritized your "to-do" list based on what will help further your marketing career instead of merely what will get you through your week? [Read the full story] Marketing Articles: General Management
• Five Steps to Prepare Marketing to Demonstrate Value in a Tough Economic Climateby Laura PattersonPreview
  We may all be tightening our belts a bit more soon. As a result, our marketing budgets will be under even more scrutiny, and marketing professionals will be held even more accountable for the money they invest. The pressure for marketing to demonstrate the contribution and value it is making will increase... yes, even more. [Read the full story] Marketing Articles: General Management
• What You Don't Know Can Hurt Your Brand Equityby Kevin JoyPreview
  Ultimately, brand protection is all about vigilance. By regularly monitoring the use of brands online, organizations can ensure prior infractions don't recur and can rapidly identify when new incidents arise. In a world where an organization's brand can represent half, or more, of the company's equity, it's an investment of time and resources that's well made. [Read the full story] Marketing Articles: General Management
• Six Keys to Creating a Winning Marketing Strategyby Michael GoodmanPreview
  In a rush to get a new product to market, many companies don't invest the necessary time to get a solid strategy in place to ensure its success. Here are six keys to determine the right strategies to minimize the chance that you will spend hours—and a chunk of your marketing budget—implementing a flawed plan. Bonus: Get a Marketing Template. [Read the full story] Marketing Articles: General Management
• Marketing's New 5 Ps: Turning What You Know Inside outby Jason McNamaraPreview
  With apologies to Philip Kotler, whose four Ps—product, price, place, and promotion—have been integral to any successful product or service marketing effort of the past 50 years, today's successful marketing hinges on five new Ps. Whereas the Ps we studied in college are all from the provider's point of view, these new Ps focus with laser-like clarity on the customer. [Read the full story] Marketing Articles: General Management
• Preparing for the Future: How the CIO and CMO Must Collaborate to Winby Paul BarschPreview
  In the past, the CMO and CIO have had a tenuous relationship, with both roles vociferously complaining about the other's lack of understanding, knowledge, and respect. But two powerful exponential trends are forcing Marketing and IT to communicate and collaborate like never before. [Read the full story] Marketing Articles: General Management
• Building Bridges with Your Corporate Communications Officerby Roy YoungPreview
  A company's chief communications officer (CCO) and its chief marketing officer (CMO) play vital roles that are very different from each other but can intersect in powerful ways. By understanding what your firm's CCO does, you can gain insights into how to build a relationship that benefits not only the two of you but also your company overall. [Read the full story] Marketing Articles: General Management
• Six Tips for a First-Time or Newly Appointed CMOby Michael SprousePreview
  The most challenging part of a new Chief Marketing Officer's job is the first 4-6 months, when the marketing foundation is being poured. After that, it's all about delivering ongoing results and proving (and re-proving) the value that marketing provides. Here are six tips to give a new CMO some early success, strong momentum, and a solid leadership platform. [Read the full story] Marketing Articles: General Management
• How to Create a Strategy Road Map for Marketing Operationsby Laura PattersonPreview
  Not long ago, few B2B companies had a marketing operations function. Today, this function is becoming an important facet of the marketing organization, enabling it to operate more like a business, with formalized processes, infrastructure, and reporting. Here are three essentials that a marketing operation function should perform. [Read the full story] Marketing Articles: General Management
• Racing Through Recession: Brand Lessons From the Daytona 500by Ethan WhitehillPreview
  Every February for the last 50 years, stock car enthusiasts across the country have packed their sunscreen and descended on Daytona. This year, unfortunately, the economy also decided to head south. But fear not, race fans. There is hope for the brand that doesn't want to lose ground in a slowdown. In fact, a lot the same strategies that help NASCAR drivers win on the track can help your company survive the rough recessionary road ahead. [Read the full story] Marketing Articles: General Management
• Four Steps to Driving Value via Customer Engagement and Advocacy (Or: Putting the Relationship Back in Relationship Marketing)by Andy Hasselwander and Laird Rawsthorne Ph.D.Preview
  Over the past 15 years, business-to-business marketers have focused on the pipeline—leads converting to opportunities converting to wins. The reason was simple... [Read the full story] Marketing Articles: General Management
• The State of Customer Focus Around the World: 2007 in Reviewby Jeanne BlissPreview
  The Net Promoter concept and idea has taken hold the world over. The simplicity of one "ultimate" question is compelling. And it gives CEOs something to easily grasp and point to regarding a customer target. Those who have started to work through this concept have hit some walls, though none of them insurmountable. [Read the full story] Marketing Articles: General Management
• How to Successfully Moderate a Conference Panelby Jeremiah OwyangPreview
  Sadly, the value of most conference panels is questionable, due mostly to the lack of effective moderation. But done well, a panel can be enlightening and instructive and can serve the needs of the audience (and the speakers) equally well. In other words: Yes, there is a right way to moderate a conference panel! [Read the full story] Marketing Articles: General Management
• Five Tips for Marketing in a Recessionby Glenn GowPreview
  Are we in a recession, or poised to enter one? Maybe, maybe not. However, let's assume that the US economy will be in a recession and that as marketers we need to work within that reality. Here are five tips for what you can do to market your products or services in an economic downturn. [Read the full story] Marketing Articles: General Management
• How to Achieve Lasting Improvements in Marketing Effectiveness (Hint: There Are Three Key Areas)by Alan Hart, Barre Blake, and J. Mark CarrPreview
  The scramble to justify budgets can result in a hyper focus on short-term ROI rather than a long-term sustainable path to continuous improvement. In truth, continually improving marketing effectiveness involves addressing three key interrelated, foundational areas. [Read the full story] Marketing Articles: General Management
• For Whom the Bell Tolls: Not Necessarily the CMO—How to Survive and Thrive Insteadby Laura PattersonPreview
  The role of the Chief Marketing Officer has evolved since some of the first CMOs, such as Mark Mears of Blimpie International and Phil Gospels-Strumpette of Coca-Cola, came on the scene in early 1990s. The CMO role—which initially tended to emphasize advertising, brand management, and market research—continued to evolve over the past 15 years as a result of the emergence of new media, the growing number of sales and service touch points, more complex distribution models, and the fragmentation of customer segments. The CMO has moved from focusing primarily on brands and clever advertising to a larger, more strategic role designed to enable a company to meet the ever-changing needs of a diverse and global customer base. [Read the full story] Marketing Articles: General Management
• What Is Your Social Networking Strategy in 2008?by David NourPreview
  Are you LinkedIn? Do you Spoke, Ryze, Jigsaw, or ZoomInfo? In 2008, will you get a Second Life? If these social-networking concepts are not on your radar, you are ignoring a dynamic trend that could have a profound impact on key areas of your business, such as revenue growth, talent acquisition and development, and operational efficiency and effectiveness. [Read the full story] Marketing Articles: General Management
• How Social Media Is Changing the 4Ps of Marketing: Stories From Real Companiesby Mack CollierPreview
  Increasingly, companies are beginning to reach out to their customers to help them with their marketing efforts; in some cases, companies are actually turning some marketing functions over to their customers entirely. Here is how companies have successfully turned at least one of the 4 Ps of Marketing over to their customers. [Read the full story] Marketing Articles: General Management
• Lessons From Warren Buffett: Getting the CEO to (Willingly) Write Checks for Marketingby Paul A. BarschPreview
  Notoriously private, Warren Buffett doesn't have a lot to say publicly, except for his annual letter to shareholders that usually makes the rounds of the Wall Street Journal, Business Week and other top publications. However, for his marketing programs, and specifically GEICO commercials, Buffett has an open checkbook. [Read the full story] Marketing Articles: General Management
• Three Critical Questions to Get the Most From Marketing Mix Modelingby Jim LenskoldPreview
  Marketers interested in measuring effectiveness and ROI need to understand whether marketing mix modeling can work for them, or how to get the most from it. Modeling measurements are often considered a bit mysterious. But MMM has long been a reliable measurement for consumer packaged goods companies and is now proving to be a great planning and measurement tool. [Read the full story] Marketing Articles: General Management
• Recovering the Lost Art of Product Marketingby Laura PattersonPreview
  With product marketing, your company will be able to prepare the sales channels to relate to the buyer and enable these channels to focus on the most effective messages and programs. You will be able to develop outbound marketing initiatives that move prospects into and through the pipeline to drive revenue and increase customer retention and loyalty. You will have people on your team who are always thinking about how to use what they know about the market and buyers to influence the product strategy. With this change, your marketing will be more than just selling and advertising. It will help you define the target market, position yourself as different and superior in that target market, and permit you to stay ahead of the competition. [Read the full story] Marketing Articles: General Management
• New Products: The Real Challenge Is in Execution, Not Strategyby Barry CurewitzPreview
  Marketers love talking about products like the Swiffer or iPod, two colossal successes in terms of brilliance in innovation and new product development. In fact, rumor has it there are more consulting firms taking credit for Swiffer's development and success than can fit into the new Yankee Stadium. The puzzling question remains: Why aren't there more examples of unabashed new product successes? [Read the full story] Marketing Articles: General Management
• How to Solve Direct Marketing's Five Biggest Problemsby Russell M. KernPreview
  Direct marketers live in an impatient world. A week (maybe two) after a campaign drops, the verdict is in. And if that campaign appears not to be working, it either gets fixed pronto, or the direct marketer gets fired. To avoid being shown the door, the DM manager needs to know how to swiftly solve direct marketing's most common and costly problems. [Read the full story] Marketing Articles: General Management
• The 10 Biggest Business Blunders (and How You Can Avoid Them)by David Finkel and Diane KennedyPreview
  Here are the 10 biggest business blunders, and advice on how you can avoid them sinking you (and your company). [Read the full story] Marketing Articles: General Management
• How Marketing Can Earn a Seat at the Revenue Tableby Phil FernandezPreview
  Marketing is suffering from a crisis of credibility. So what can marketers do to be seen as part of a machine that drives revenue and profits, not just the people who throw parties and buy swag? [Read the full story] Marketing Articles: General Management
• How Marketing Can Lead the Charge for Business Innovationby Laura PattersonPreview
  Long-term corporate success is linked to the ability to innovate, and Marketing should play a more central role. Who is better positioned to give insight into who will buy, how many they will buy, why they buy, and when specific markets will buy? It is time for marketing executives and professionals to step into a leadership role and lead the innovation charge! [Read the full story] Marketing Articles: General Management
• How to Influence Marketing Decisions When Your Boss Is Dead Wrongby Elaine FogelPreview
  When your boss or client has the final say, and the decision doesn't make good marketing sense, what do you do? Many senior managers have little marketing knowledge, yet the buck stops with them. Here's an approach to help you "convince" them that you have a solid point. [Read the full story] Marketing Articles: General Management

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