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...

Categories of impact

Like many broad-reaching problems, the impact of ineffective marketing execution can be large and pervasive. I like to break the impact into three major categories, of...

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...