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CONTENT TYPE: Article | TOPIC: Marketing Management

Coca-Cola has decided to eliminate the position of CMO; instead, Coke has created a chief growth officer role, in charge of both its customer and its commercial teams. Here's what marketers can learn from the shakeup.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

2017 is nearly halfway through, and you may already be feeling you're behind your 2017 revenue goals. No need for your anxiety to turn into a midyear panic attack, however. Instead, keep your eye on some key strategic areas and avoid these three mistakes.

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It makes sense that a company’s marketing messages, content and other output work to meet the needs of its sales reps and the requirements of the selling process, right? Unfortunately, this doesn’t always happen.

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Should legitimate marketers continue to work with third-party list brokers or build their own in-house lists? Also this week: What are your best practices for selling to the CEO?

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To help manage more complex marketing processes, marketers are increasingly turning to software technology known as MOM, or Marketing Operations Management. Here are 10 frequently asked Q&As about the technology.

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Most trademark licensing relationships are defined and evaluated based on the terms in a license agreement contract. In the case of a brand extension license, there can be a lot at stake, including the health and wellbeing of the licensor's brand. Surprisingly, many license agreements do not include specific terms or requirements that reflect key marketing objectives.

CONTENT TYPE: Article | TOPIC: None

If you're competing on price, you'll never achieve maximum profitability. Instead, everyone's job must become value creation. But are you sure that you're providing value to your customers? Even if your answer is an emphatic yes, you might want to take a closer look.

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Much as you might dread it, planning and budgeting are not going away. So you may as well make the effort to get more value out of the process. It's actually an ideal time for putting basic ROI analysis to use. Here are four ways to use financial insight to create more profitable strategies and tactical plans while building greater credibility with your executive team.

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It's the first week of the quarter. You're on deadline to get new programs and sales tools in gear. Meanwhile, the sales team is having its kickoff—and changing the success criteria for your lead machine! They're not deliberately changing the game on you. They're in "New Quarter's Resolutions" mode. If they made goal last quarter, their quotas are higher. If they didn't, they're in the hot seat. Either way, they're re-evaluating and retooling the sales model—and now your carefully planned lead-generation programs are out of alignment.

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In this MarketingProfs Classic, Jim Lenskold reminds us that, since the dreaded annual planning and budgeting process isn't going away, it's time to make the effort to get more value out of the process. Jim writes, "Here are four ways to use financial insight to create more profitable strategies and tactical plans while building greater credibility with your executive team."

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Today's buyer is in control. This transition means that our sales teams are no longer required as a conduit of information. Industry websites, vendor sites, blogs, social media, and search all make the required information readily available and, by doing so, leave the sales representative out of the room. As a result, it's impossible for the sales rep to read a buyer's physical body language to understand what aspects of a message are of interest and determine whether the prospect wants to move forward. Marketing teams must therefore instead read a buyer's digital body language—his or her Web activities, email responses, search activities, and engagements in events and demos—to understand what messages are working.

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If you are going to implement a corporate social responsibility program, do so responsibly. A poorly executed program can negatively affect the business in many ways. It takes one missing element, one arrogant blogger, or one angry ex-employee to publicly point out the failings of the good works that the company is so proudly touting. When done well, a socially responsible program is a tremendous advantage to the entire business. When done carelessly, it can be ruinous.

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Marketing dashboards are all the rage. Perhaps because every other management function has a dashboard, VPs of marketing feel they need to have one, too. Or maybe because dashboards can be a great tool to help you manage your business processes. But it is entirely possible you could be deploying a useless software-based tool.

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Now that fall is here, you are likely tackling your marketing plan and budget. The pressure for marketing organizations to justify their spending, prove their programs' contribution to the organization, and demonstrate value is only increasing. These three steps can help ensure you are properly aligned with your organization and help you secure your marketing budget.

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Here's how marketing automation (along with an old-school method) can sync Marketing and Sales to drive revenues.

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Today, each email competes with thousands of digital, mobile, and social messages. It can seem nearly impossible for your email to stand out and get noticed. But you can cut through the clutter.

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Sales and Marketing misalignment not only saps marketing ROI but also slows pipeline growth, drags down conversion rates, and contributes to slow growth—or even loss—in revenue. But you can fix it.