June 21, 2019

Spend now to benefit the future

Marketing ROI is unquestionably one of the key metrics that define success for CMO's and their teams. That makes total sense given that marketing commands the...

May 06, 2019

What is happening in Marketing?

There is surprisingly little reliable material about what is really going on in marketing. Most analyst articles are based on interviews with CMO's, asking what...

February 25, 2018

For those of you out there who plan based on a calendar year, take note that you are now two thirds of the way through the first quarter. It's a good time to ask the following questions about your...

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...