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;  ...

Despite becoming increasingly digital and data-driven, marketers still struggle more than their counterparts in other corporate functions to communicate the business impact of their work. In a...

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...

Marketing teams that want to lead need to bring back marketing campaign management roles

If you run a web-search for “what does a campaign manager do?” most of the results are about political...

Despite becoming increasingly digital and data-driven, marketers still struggle more than their counterparts in other corporate functions to communicate the business impact of their work.  in a...

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...

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...

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...

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...

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...

The final part of our blog series on ROI covers a worked example of our approach to measuring the real ROI of a marketing campaign, and concludes by emphasizing the importance of adopting a...

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...