November 30, 2021

It is common sense that if everyone in the team knows the destination, you are more likely to get there. This becomes even more important in an agile environment, in which things continuously...

October 28, 2021

To generate an accurate ROI, you must be able to track which expenses belong to which campaign. This is not always as simple as it may seem. Digital campaign expenses encompass more...

October 12, 2021

The best marketing teams carry out scenario analysis to pre-plan for certain circumstances, so they can react quickly if the need arises. For example, how would you adjust the marketing plan...

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...

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;avoid...

April 02, 2021

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 terms...