-
Three Keys to Accelerating Marketing Measurement and a Fact-Based Cultureby Laura Patterson
If CMOs are to be accountable for marketing ROI, their organizations must have marketers who have data, analysis, and measurement skills. Here are three steps for effectively creating a fact-based culture.
-
The Evolution of Marketing Agencies and Consultanciesby Paul Roetzer
The marketing agency ecosystem is evolving because of changes in customer behavior and advances in technology. Is your firm keeping up? Learn 10 key considerations for transforming your organization.
-
Five Marketing Trends That Only a CMO Contemplating Career Suicide Would Ignoreby Tom Shapiro
Marketing is changing and evolving at a rapid pace. Are you keeping up? Here are five major changes taking shape in 2012 that CMOs can't afford to ignore.
-
CMOs, Gain Power: Don't Let Chief Marketing Obstacles Stand in Your Wayby David Wenger
Where does the CMO fit in at your organization? How CMOs are positioned can affect the influence they have over major decisions. Here are four ways CMOs can gain the power needed to be effective.
-
What CMOs Can Learn From Mixed Martial Artsby Matt Trocchio
Those who think mixed martial arts athletes are merely cavemen pounding each other for sport need to realize that they may well be the strongest personal-branding experts in the marketing world. Those "brutes" are very often better at social media ...
-
The Three Ps of Marketing Operationsby Laura Patterson
For Marketing to fully achieve maturity in marketing performance measurement and management—or just take it to the next level—the role of, and skills within, the marketing-operations function at a minimum needs to address three Ps: planning, process, and performance management.
-
Why CMOs Need Standardized Measurements—Just Like CFOs and COOsby Alexis Nahama, Greg Banks
At many companies, Marketing can't match the financially relevant, standardized measurements produced by peers in Finance and Operations. That is a big problem, because the lack of financially relevant, standardized measurements weakens CMOs' stature. It doesn't have to be ...
-
Seven Tips for Successfully Outsourcing Marketing Operationsby Anurag Mehrotra
If companies are interested in outsourcing their marketing operations, what can they do to ensure that their plan is well thought out and effective? My counsel to this particular marketing executive was to keep seven mantras in mind.
-
What Every CMO Should Know About Musicby Ruth Simmons
Sir John Hegarty, the man behind the Levi's jeans and Lynx deodorant ads, once claimed, "Music is 50% of an ad's success." Yet even today very few metrics are regularly applied within the planning and creative processes to measure the ...
-
Why CMOs Need to Instill Better Measurement Discipline... Nowby Jim Lenskold
Putting a measurement discipline in place involves going beyond the occasional campaign measurement or results tracking; it means establishing standard processes across the organization.
Within large marketing organizations there are usually a few measurement "champions" who recognize the benefits of and ...
-
Jump-Start Marketing Accountability: Three Ideas for Giving CFOs and CMOs Something Better in Commonby Kevin Clancy, Peter Krieg
We're five or so years into the "Era of Accountability," and what do we have to show for it? Is marketing any closer to demonstrating to CEOs and CFOs what they're getting for their money? Are we marketers more comfortable ...
-
Tips for CMOs: Five Ways to Keep Your Team off the Chopping Blockby Robbie Baxter
For most CEOs, good marketing is a bit like pornography—it's hard to define precisely, but they know it when they see it. Still, it's clear that one of the problems is that most CEOs cannot put their finger on what ...
-
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.
-
Preparing for the Future: How the CIO and CMO Must Collaborate to Winby Paul Barsch
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 ...
-
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. ...
-
For Whom the Bell Tolls: Not Necessarily the CMO—How to Survive and Thrive Insteadby Laura Patterson
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 ...
-
How to Build 'Master-Planned' Customer Communities—Not Shantytownsby Adrian Ott
Just as city planners utilize master plans to promote healthy municipal growth, a "Customer Community Master Plan" enables marketing executives to determine an overall customer interaction plan that will allow your company and its relationships to thrive and prosper. In ...
-
Beyond the 4Ps: The 5Ts of Marketing Operationsby Adrian Ott
What constitutes marketing operations?
Marketing operations adds an emerging dimension to the marketing mix. Enabled by new processes and technology, it goes beyond the 4Ps (Product, Price, Place, Promotion), and 3Cs (Customers, Competitors, Corporation), to fully round out the marketing ...
-
Which Marketing Metrics Do You Really Need to Know?
by Nicholas WatkisA recent book, "Marketing Metrics: 50+ Metrics Every Executive Should Master " (Wharton, 2006), claims that there are over 50 metrics every executive should master. Faced with such a daunting number, most marketers are likely to want to know which ...
-
Five Goals of Effective Chief Marketing Officersby Suzanne Lowe
The role of the Chief Marketing Officer, a title almost unheard of 10 years ago, will continue to expand in the next decade. Marketing is evolving from an art into a science—and it's about time.
As CMOs begin to embrace their ...