September 22, 2021

Some campaigns deliver their results in a rush (e.g. events), others have a spike followed by along tail (e.g. product launches), yet others deliver consistent metrics, concomitant with...

July 30, 2021

Plans are not meant to be defined once and rigidly adhered to for a whole year. As real results start flowing in, and the world around you changes, the most successful marketing teams create...

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...

March 11, 2021

A consistent, relative measurement of your operational marketing performance and opportunities

The two most common questions we hear when we are talking with marketers about their marketing plans and...

March 05, 2021

Marketing Teams Need to Bring Back Marketing Campaign Management Roles

Marketing campaign management is the process of planning, tracking, and analyzing marketing campaigns. In the modern age of...

December 10, 2020

Data security and maintaining individual rights to privacy are increasingly important to business buyers when they consider technology purchases. The security of our customers' data, and the privacy...

December 10, 2020

5 financial fundamentals that every marketer needs to understand

Remember that accounting training you got when you went into marketing? Probably didn’t happen, right? 😏 Even though most marketers...

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 you...