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 28, 2021

Part I of III: Considerations for presenting to CEOs, board members, and other senior executives

 

When I sat down to write this article, I tried to count the number of quarterly marketing results...

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...