September 10, 2020

WARNING: there is some tough love in this blog post.  

We all know that CMOs suffer the highest turnover of any executive in the C-suite. Recruiting giant Korn Ferry published the data in the...

September 03, 2020

Nothing ever goes exactly according to plan: build an agile marketing plan that flexes to take advantage of opportunities and changing market conditions

August 27, 2020

A best practices framework toward building a great marketing plan

August 20, 2020

Don’t half-bake your marketing plan, it’s the most important thing you will do all year

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 31, 2020

If you imagine the stereotypical car salesperson, you are not likely to picture a strategic sales professional. And while my experiences buying cars in the past have largely supported the...

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...