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Marketing Articles: General Management

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  • by Eran Livneh
    Reverse engineering is the process of working back to a solution from an end result. In the era of result-oriented marketing (how did we ever afford to do it differently?), reverse engineering can help marketers refocus their efforts and resources to ensure marketing delivers results that are in line with ... more
  • by Todd Miechiels
    Too often, companies ignore search optimization simply because senior management does not understand it well enough to provide the necessary leadership and support. And if top management does not view it as priority, marketing and sales people are disinclined to pursue it. They will apply traditional, "accepted" tactics, shying away ... more
  • by Jim Cook
    When Netflix launched in the late '90s, most people thought its developers were nuts. Even with the dot-com era in full bloom, the idea of renting movies via mail struck most as somewhat ludicrous. Looking back on Netflix's startup story, one of the co-founders shares five customer-focused lessons that ... more
  • by Hank Stroll
    We hear of freelance writers, freelance editors and freelance designers, but rarely do we hear of freelance "marketers." But that is beginning to change. Now that telecommuting is commonplace and workers are more mobile, freelance marketers are starting to sprout up all over the place. This week: Where can you find ... more
  • by Scott Davis
    After years of paying lip service to the importance of marketing while engineering and design ruled the roost, technology companies are learning that maybe they need to be more like other businesses after all. more
  • by Paul McKeon
    Salespeople are notoriously poor in following up on qualified leads. In fact, experts say, sales does not follow up on more than 70% of leads. Why? Field salespeople in most organizations are compensated, motivated, and managed to focus on short-term opportunities, not on the pipeline. Contrast that scenario with the ... more
  • by William Arruda
    Patricia Hume, global VP of Avaya, gives her own views from the top about what she looks for in new hires, why she sometimes hugs her co-workers, and why women just might be the best marketers. more
  • by William Arruda
    What gets a resume more than a 10-second glance? What's the surest way to impress during an interview? Scott Davis, Senior Partner at Prophet and author of two widely acclaimed books on branding, offers must-read career insight. more
  • by Peter Honebein
    Customer experiences are the foundation for competitive differentiation, value creation, and brand identity. While some companies create emotion-driven customer experiences that leave an impact on shoppers, others create "co-production" experiences in which customers are active co-producers. Here's how it works. more
  • by Jeanne Bliss
    We've never seen a CEO who wouldn't sign up for customer loyalty, customer focus, and just plain improving things for their customers. It's getting them to drive the company to do something about it that's the challenge. A number of telltale signs determine pretty quickly whether a company is serious about ... more
  • by Elaine Fogel
    The Olympic flame has been temporarily extinguished, the athletes have gone home, and the sidewalks of Turin are quiet again. As we look back at the highs and lows of the winter games, there are three definitive business and marketing lessons to be learned. more
  • by Justin Kirby
    Every marketer has by now heard the terms viral, buzz and word of mouth. Some will even have noted terms such as brand advocacy, advergames, blog marketing, influencer panels and consumer empowerment seeping into the industry's vocabulary. Collectively, the latest shift in thinking in the world of marketing has been termed ... more
  • by Roy Young
    Does your CEO love marketing? Does he or she recognize that marketing is the engine of the enterprise? And does he or she empower marketing to improve performance? Just as you strive to understand the needs of the customers who buy your company's products or services, you must understand ... more
  • by Nick Usborne
    Online marketing and sales functions are often divided up between different people, groups or even offices. While each individual works hard to achieve a breakthrough increase in performance, the group as a whole often remains unaware of how much can be achieved over time through small micro-gains along the entire ... more
  • by Cynthia Coldren
    It's been called "selling the invisible"—delivering intangible services as a core "product" offering. But invisibility, or intangibility, is just one factor that distinguishes services marketing from product marketing. Along with inseparability, variability, and perishability, these four characteristics affect the way clients behave during the buying process and the way organizations must ... more
  • by Bill Babcock, Bill Koss, Bill Rozier
    Most companies have a serious problem: Sales hates marketing, and marketing despises sales. Marketing is having great success generating leads and uncovering opportunity. But sales has no respect for what marketing accomplishes. They take leads grudgingly and when the leads turn into real opportunities they claim those opportunities were already ... more
  • by Barry Silverstein
    One of the toughest challenges you face as a brand marketer is, very simply, getting your brand noticed. You have to worry about not just your direct competitors but all of the other brands fighting for a customer's attention. Just breaking through and being heard in this over-communicated, noisy marketing ... more
  • by Leigh Duncan-Durst
    Many people equate Customer Experience Management with Experiential Marketing. But in recent years, "experiential marketing" has become perceptually aligned with "marketing execution". This is because it largely focuses on developing highly visible, stimulating, interactive, and sensory-engaging environments in which products and services are showcased. Accordingly, experiential marketing is an important component ... more
  • by Jeff Thull
    There are two big problems with today's purchasing departments. Most obviously, purchasing is incented to save dollars of cost, a mandate that too often means dollars of value are lost. And the other problem—which is interconnected with the first one—is that purchasing often operates by obsolete and counter-productive rules. ... more
  • by Matt Blumberg
    Marketing used to be merely one of many disciplines—on an equal footing with sales, finance, HR, manufacturing, operations, engineering or product development. Some might even say some considered it a lesser discipline. Well, that's no longer true. Marketing is increasingly taking over our world—we as as organizations and as individuals. more
  • by Ruth P. Stevens
    Business marketers spend more than $20 billion annually on tradeshow marketing, and another $15 billion on proprietary corporate events, such as client conferences and road shows. But most business marketers are unclear about what value they are getting from their investment. The best value results from a combination of careful planning, ... more
  • by Michael Webb
    When your company is well synchronized with market needs, prospects buy and money flows. Unfortunately, few companies can maintain a constant flow. Salespeople churn out demonstrations, samples and proposals. Marketing departments churn out newsletters, ad copy and brochures. But not enough prospects close. What makes the sales funnel flow faster? more
  • by Barry Silverstein
    A breakaway brand is a great brand that is built to be a winner over the long term. Time after time, a breakaway brand leads its category, generates high awareness and grows market share, despite intense competition. Nike, Apple's iPod, and JetBlue exemplify breakaway brands. While the approach may vary from ... more
  • by Jeff Thull
    Gaining access and connecting to executive decision makers is a challenge of most sales professionals. Here are seven common challenges that sales professionals need to resolve in order to effectively engage the executive suite. more
  • by Hank Stroll
    When it comes to promoting technological devices, it helps to focus on the product's benefits. But, sometimes, promoting a complex menu of benefits isn't easy. Here's how to approach the issue so that prospects can quickly understand how benefits come into play. more

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