November 12, 2020

Categories of impact

Like many broad-reaching problems, the impact of ineffective marketing execution can be large and pervasive. I like to break the impact into three major categories, of...

November 05, 2020

Introduction

To run a successful marketing plan and budget, it’s important to identify and manage your team. This chapter talks about the key stakeholders in the delivery of a successful plan. If...

October 29, 2020

In this chapter of the book, we discuss some of the challenges to attaining useful measures of Marketing ROI (MROI), and introduce some concepts to overcome the traditional challenges to ROI...

October 21, 2020

Introduction

In our book, The Next CMO, I wrote about the New Marketing ROI (MROI). In this blog, I update the approach by drawing out two concepts that help put the New MROI into practice. I also...

October 15, 2020

The true definition of a successful marketing campaign