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;  ...

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...

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...

March 05, 2021

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...

February 25, 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 a...

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...

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...