February 21, 2018

Great marketing plans are built on a foundation of goals that represent your most pressing business needs. But how do you define the right goals? It turns out that there are many common objectives...

February 02, 2018

In the past decade, marketers have made fantastic progress in their ability to measure and optimize the demand waterfall.Sirius Decisions, a leading marketing advisory firm, has been a key thought...

January 19, 2018

In the summer of 1998, well before the birth of streaming services, NBC ran a promotional campaign called “It’s New To You”. The campaign encouraged viewers to watch the reruns of their favorite...

January 15, 2018

You don't often hit your target if you don't know where to aim. That's why the first step in developing a great marketing plan is to develop an accurate market definition along with a well-crafted...

January 08, 2018

Way back in 1987, I started my first post-college job as a sales rep for IBM in the Boston area. I was part of a new business branch and my territory was comprised of about 30 towns in Greater...