The Altruistic Side of Marketing
Sure, marketing ultimately is about generating revenue. But along the journey to profit, marketers are all about helping…
Marketing Challenge: What to Do When Sales Rises Up Against Marketing
The departure of Astor Manufacturing Company’s SVP of sales prompted CEO Caise Chester to shake up the…
Organizational Alignment Succeeds or Fails Through Incentives
The message at SiriusDecisions’ 2015 Summit is clear: “Marketing, product management, and sales need to be aligned to…
Marketing Is Changing. Are You Keeping Up?
“Everything is changing from a marketing standpoint,” Avanade CMO Stella Goulet said when we met to talk trends.…
WPP’s Sir Martin Sorrell Is Worried About Marketing
“I must admit to being rather worried about what’s happening,” WPP CEO Sir Martin Sorrell said at a…
Stop Counting Clicks, Start Tracking Value
Marketing measurement has gone from difficult to, in some cases, practically impossible. Consider: According to Forrester Research, 68%…
Don’t Let Digital Give You a False Sense of Precision
A friend once said to me, “When it comes to shoes, ‘need’ is a relative term.” We’ve all…
Adopt Marketing Technology That Improves Your Signal-to-Noise Ratio
Beware the marketers who lack a basic understanding of their customers. “Customers are getting impatient with brands…and with…
Marketing in the Era of Hyperadoption
“We are all early adopters now,” James McQuivey said to a rapt audience at the recent Forrester Research…
Personalization Redux
Gartner’s Polk queries conference attendees. Customers expect personalization—as long as it doesn’t cross their individual creepy line. Even…