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Marketing Articles: General Management
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- A Corporate Field Guide to Social-Media Policy Development
by Kimberly SmithYour employees are already on Facebook, Twitter, LinkedIn, and the like... so isn't it high time for companies to acknowledge that activity and implement a protective framework that will assist them in mitigating the risks related to employee productivity, confidentiality, brand representation, and company reputation? more - Six Smart Tactics for Dealing With the Economic Downturn by Michael BarrThis is no time for business as usual. To keep the customer and win the sale, a marketer has to outsmart the competition. But how do you motivate your customers to spend their marginal purchasing dollars on your product instead of the competition's? more
- Getting Buy-in for Social Media: Six Tips for Convincing a Skeptical Boss by Mack CollierConvinced that social media will further your marketing goals but having trouble getting the message across to your skeptical boss? Try speaking in terms that he or she will understand. more
- How to Address Marketing ROI and Measurement Pressures in a Tight Economy by Jim LenskoldWith marketing teams being challenged to deliver results despite tighter budgets and smaller staffs, how is it possible to improve measurements and ROI analysis now, when they did not get addressed in prior years, when more resources were available? more
- The Parasite Economy: Why Leaders Must Reinvest in Their Brands (Not Just Drain Off Profits) by Eric GarlandIt's time to start investing in the future, for real. Brand equity from the old economy is about dead. The financial collapse is a sign of a larger movement that would have us stop draining off reserves, and get us back to the business of making promises to tomorrow's customers. more
- 53 Smartphone Applications for On-the-Go Marketers by Kimberly SmithWhile games remain the most widely downloaded smartphone apps, developers haven't forgotten about those of us who have work to do. In fact, we found quite a few apps that are useful for marketers. Take a gander, and then tell us the applications you've found useful for improving productivity and ... more
- Big Impact from Seemingly Small Changes: How Multinationals Are Starting the Sustainability Journey by Rachel BotsmanWe are awash in "green" articles that highlight examples and best-practices of companies such as Patagonia, Stonyfield Farm, and Timberland—businesses that have had sustainability as part of their DNA from the outset. But what is the right approach for large, multinational brands? more
- Six Approaches to Marketing in Tight Economies by Jim LenskoldMarketing 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 ... more
- How to Avoid Underachievement: Set Goals Only After You Map the Opportunities by Dan HermanDuring 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 ... more
- Five Marketing-Plan Pitfalls to Avoid by Tim CalkinsIt'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. more
- Twenty Questions to Ask When Crafting a Search Marketing RFP by Alan Rimm-KaufmanYour 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... more
- Six Keys to Creating a Winning Marketing Strategy by Michael GoodmanIn 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 ... more
- Six Tips for a First-Time or Newly Appointed CMO by Michael SprouseThe 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 ... more
- How to Create a Strategy Road Map for Marketing Operations by Laura PattersonNot 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. more
- How to Achieve Lasting Improvements in Marketing Effectiveness (Hint: There Are Three Key Areas) by Barre Blake, J. Mark Carr, Alan HartThe 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. more
- How Social Media Is Changing the 4Ps of Marketing: Stories From Real Companies by Mack CollierIncreasingly, 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 ... more
- Three Critical Questions to Get the Most From Marketing Mix Modeling by Jim LenskoldMarketers 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 ... more
- How to Solve Direct Marketing's Five Biggest Problems by Russell KernDirect 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 ... more
- How Marketing Can Lead the Charge for Business Innovation by Laura PattersonLong-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 ... more
- How to Influence Marketing Decisions When Your Boss Is Dead Wrong by Elaine FogelWhen 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. more
- Six Keys to Lead-Generation Success by Eran LivnehLead generation is an important function, yet one of the least understood and most mismanaged in many organizations. Why is that so, and what can you do to put in place a best-in-class lead generation program? Here are six keys to getting lead generation right. more
- What Song Is Blasting on Your Company iPod? by Jill GriffinSuppose you survey a company's employees and ask them to select just one tune that expressed their true feelings about their company's culture, their work experience, and their satisfaction as employees. What song would each of them choose? And what employee behaviors would likely parallel such a song choice? Frivolous ... more
- Eight Steps to Creating Brand Evangelists by Mack CollierJust as sports teams have fans, brands have evangelists. And just as each fan feels a sense of ownership in the team, a brand evangelist has that same sense of ownership in the brand. That sense of ownership gives brand evangelists a powerful incentive to see the brand succeed. But how ... more
- What's Your ROI on Sales Tools? by Tim RiestererMarketers spend a lot of time and money creating messaging, tools, and training for salespeople. Unlike lead-generation campaigns and demand-management programs, where you can track impact on suspect, prospect, and customer activity, our "sales support" investments are much harder to measure. But, the day of reckoning is near. We are going ... more
- Seven Actions to Regain Customer Trust When Things Go Wrong by Jeanne BlissAt some point, your business will suffer a failure that disappoints customers. The measure of a company is taken at such moments. Customers see your true colors at these times more than at any other. How you explain, react, remove the pain, and take accountability for your actions, clearly signals your ... more
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