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...

October 29, 2020

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...

October 21, 2020

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...

August 13, 2020

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...

August 06, 2020

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...

July 30, 2020

In our earlier blog post, we introduced the five steps toward measuring ROI in an effective and repeatable way. This article addresses the first two of our 5: first-order ROI calculations, and...

July 23, 2020

In part one of this blog series, we discuss some of the challenges to attaining useful measures of Marketing ROI (MROI) and introduce some concepts to overcome the traditional challenges to...

May 21, 2020

4 self-reflections to ensure your marketing team structure and culture are aligned with your organization's business needs and structure

May 14, 2020

Introduction

What makes a good marketing team? Successful, high-performing marketing teams require a broad set of characteristics that make the function unlike any other in an organization. These...

May 07, 2020

Introduction

To run a successful marketing plan and budget, it’s important to identify and manage your team. This blog talks about the key stakeholders in the delivery of a successful plan. If you...

April 24, 2020

An expense is an expense, right? In the sense that they all hit your budget, yes. In most other respects, not really. The team dinner check, the hotel block-booking for a trade show, the rush...

April 16, 2020

We know that responsible marketing teams should not overspend. It causes P&L issues, can disrupt the marketing cadence if campaigns have to be canceled because the budget has been exhausted, and...