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...

Spoiler alert...it’s big

In my recent blog post about the problem in marketing leadership, I discussed the fact that marketing executives were not effectively delivering on their core...

Marketing moves quickly - and it continues to accelerate. Spending has to happen quickly to keep pace with the required execution. How can marketers (1) ensure they don't miss their plans, and (2)...

Optimizing the lead funnel alone is a huge missed opportunity.

Spend now to benefit the future

Marketing ROI is unquestionably one of the key metrics that define success for CMO's and their teams. That makes total sense given that marketing commands the...

Ashley, Ashley, Ashley…what are we going to do with you?

In the summer of 1998, well before the birth of streaming services, NBC ran a promotional campaign called “It’s New To You”. The campaign encouraged viewers to watch the reruns of their favorite...

Way back in 1987, I started my first post-college job as a sales rep for IBM in the Boston area. I was part of a new business branch and my territory was comprised of about 30 towns in Greater...