August 06, 2020

In the first two blogs in the series we discussed the importance of carefully selecting metrics that are tied to first-order ROI, and the importance of avoiding DWDI (did we do it?) metrics. We...

July 31, 2020

If you imagine the stereotypical car salesperson, you are not likely to picture a strategic sales professional. And while my experiences buying cars in the past have largely supported the...

July 30, 2020

In our earlier blog post, we introduced the five steps toward measuring ROI in an effective and repeatable way. This article addresses the first two of our 5: first-order ROI calculations, and...

July 23, 2020

In part one of this blog series, 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...

July 16, 2020

This post is the fifth part of a five part series on the elements of marketing operational excellence. To wrap up the series, this post focuses on a few critical steps you can take to build a...

July 09, 2020

This post is the fourth part of a five part series on the elements of marketing operational excellence. This post is designed to help you avoid random acts of marketing.

July 01, 2020

This post is the third part of a five part series on the elements of marketing operational excellence. In case you missed it, you should check out the first article here: A Strategy-Based and...

June 25, 2020

This post is the second part of a five part series on the elements of marketing operational excellence. In case you missed it, you should check out the first article here: A Strategy-Based and...

June 21, 2020

Aligning your activities with campaign goals is critical to your success, but what happens when you align to conflicting goals?