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Vol. 5 , No. 50     December 12, 2006


In this Newsletter:

  1. The 10 Biggest Mistakes Marketers Make—No. 7: Living in the Marketing Silo
  2. Top 13 Marketing Budget Wastes—and How to Avoid Them
  3. Marketing ROI in 2007—Moving Into the New Era of Marketing
  4. Launching Your Product: Seven Marketing 'Musts'
  5. 'Twas the Night Before THE Big Demo
  6. Turn Your Expertise Into a Road Show
  7. Marketing Challenge: Getting Product Salespeople to Sell Services


Find out how to meet customer expectations!

CRM tells you what customers bought, but you need to know WHY. For the secrets of successful customer feedback, read 5 Keys to Customer-Driven Marketing.

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Premium Content

Roy Young
The 10 Biggest Mistakes Marketers Make—No. 7: Living in the Marketing Silo

Customers want a seamless experience with your company—something that's difficult to deliver if you and your colleagues in other functions are separated by silos. To give customers what they want—and bring in the cash your firm needs to stay healthy—managers must break down those silos and replace them with cross-functional collaboration.

This work requires strengthening your silo-spanning skills or populating your marketing department with people who possess skills or experience from other function areas. Specifically, here are six ways to bust silos... .

Get the full story.

Here's what others are doing to align two silos: Sales and Marketing. Click here to download the Sales and Marketing Alignment Benchmark Report.

Note: Benchmark Survey Results are available to paid members only. Get more information or sign up here.

Harvard Business School 1H

Innovative Strategies for
Today's Marketing Challenges

Harvard Business School Executive Education focuses on
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Marketing Management Series. For more info, visit…

Eran Livneh
Top 13 Marketing Budget Wastes—and How to Avoid Them

Once again, it is that time of year... when marketing departments are busily preparing next year's budget.

As we all know, chances are you won't be able to get everything you're asking for. But, believe it or not, this may actually be a good thing.

Get the full story.

Jim Lenskold
Marketing ROI in 2007—Moving Into the New Era of Marketing

Here's what Jim believes will be the trends for 2007 in marketing ROI as well as priorities you should keep in mind.

Progress in 2007 will not come from new technologies or techniques, he says, but from increased adoption as we get smarter about addressing measurement challenges and recognize the opportunity to align marketing strategies and tactics with business objectives.

Get the full story.

See the data from the latest ROI Benchmark Survey. Click this button to view and filter the ROI Benchmark Survey Results.

Note: Benchmark Survey Results are available to paid members only. Get more information or sign up here.


A Note to Readers

MarketingProfs Book Club Update

A week after launching the MarketingProfs Book Club, we are *this close* to 500 members! It appears that old media (books) meets new media (the Web) meets new best practices has caught on, and I’m as proud as a new parent...!

Chief Reading Officer Christina Kerley updates the book club happenings here. Some anecdotal highlights:

Book club members hail from six continents. (save Antarctica).
Members work in companies as diverse as IBM to the NBA, Random House to the House of Blues. Industries include pharmaceuticals, publishing, advertising, entertainment, electronics, manufacturing, media, healthcare, technology, and many more.
We have Ph D.s and elementary school principals.
There’s a pretty even split between male and female members.

The first 30 members to sign up for the Book Club received free copies of the first tome we’re reading, Citizen Marketers by Ben McConnell and Jackie Huba. If you hadn’t heard from CK by yesterday, Decmeber 11th, you should head over to Amazon--or the book vendor of your choice--and get your read.

Please do still take part in the book club even if you need to pay for the book! Group Review is begins January 10th, 2007.

Hope you’ll join the fun! And's definitely not too late! If you'd like to join, drop an e-mail to CK with an "I'm in!" at:

See you there!

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. Interaction Bridges: The Best Strategic Tool for Keeping Customer Promises
  2. Direct Marketing on a Shoestring Budget
  3. Killer Web Content: Make the Sale, Deliver the Service, Build the Brand
  4. Marketing When YOU Are the Product
  5. Advertising and Brand Management at Citigroup: Q&A With Marketing Champion Steve Cone
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Newly Posted Jobs

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  4. Cisco Systems
  5. UCG
  6. Food Marketing Institute
  7. Benchmark Brands, Inc.
See all jobs

What can YOU learn in 90 minutes?

Thursday, December 14
Crash Course #4: Integrated Media Planning in Direct Marketing to Consumers
DM expert Shari Altman explains how to find the right media mix (and ROI) with your next campaign.

Thursday, January 11
Hitchhiker's Guide to the Metaverse: Second Life for Marketers
Greg Verdino takes you into this 3D virtual world to see what people (and BRANDS) are doing there.

Want BOTH seminars?
Become a Premium Plus member to have access to EVERYTHING.


Gwyneth Dwyer
Launching Your Product: Seven Marketing 'Musts'

Whether your launch is for an entirely new product or for a line extension, these seven marketing communication musts will put you on the path to success.

Get the full story.

Peter Cohan
'Twas the Night Before THE Big Demo

'Twas the night 'fore the demo and all through the house
Not a creature was stirring, 'cept my SE and his mouse;
I'd proposed a big licensing deal with great care
In hopes a big order soon would be there....

Premium Benefit

New Premium Benefit Just Released Today
Lead Generation How-To Guide

Register for Premium membership today, and get instant access to the Premium resources at MarketingProfs, including the new Lead Generation How-To Guide, featuring current thinking and tried and true techniques.

Get Access to the
Lead Generation How-To Guide Now

If you are a Premium member, you can download the new Template here
(Don't forget to log in first).

Paul McCord
Turn Your Expertise Into a Road Show

Salespeople often overlook one of the most effective and quick ways to both establish themselves as experts in their field and generate a pipeline of quality prospects.

Get the full story.

Meryl K. Evans and Hank Stroll
Marketing Challenge: Getting Product Salespeople to Sell Services

This week, how do you train product salespeople to sell services? Here are three steps.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

Ad/Sponsor Information:
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