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...

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...