July 20, 2021

The best way to report the value of marketing is through financial metrics that make sense to counterparts outside the marketing function. If you have structured your campaigns appropriately...

July 08, 2021

Depending on your team and budget size, it may make sense to cascade budget ownershipto individuals in your team, giving them authority to spend in the domains for which they have...

June 29, 2021

People outside of marketing often mistakenly think that the entire marketing budget is allocated toward campaigns. There is normally significant non-campaign investment in things like...

June 25, 2021

It is important to organize your activities into thematic campaigns with defined audiences, messages, and offers. This will help implement those campaigns over the right mix of channels. A...

May 27, 2021

If you set goals you can define what success looks like; maximize your chances of successful outcomes; baseline your performance; align the team’s activities around the most important tasks;  ...