Author Archive | Laura Patterson

As the CEO, your perception of Marketing is critical for your Marketing team to secure the resources and funding it needs to help your business succeed. This article identifies three things every CEO can do to help Marketer’s become stronger members on your leadership team.

The traditional value chain is product-centric. It calls for designing, making, and selling the product or service—precisely in that order. Shifting to a customer-centric position requires companies to “reverse the value chain.”

If you feel your marketing performance is good enough, congratulations. Stop reading. If you’d like to see Marketing improve its ability to measure impact on key business metrics, this article offers six concrete capabilities to incorporate into your marketing performance management roadmap.

Keep the customer front and center to keep your team focused on driving and delivering growth. Learn how to employ S.W.E.A.T -Strategy, Workflow, Engines, Accountable Actions, and Talent – to keep marketing, sales, product and service operating on all cylinders.

This article offers the three ingredients your marketers need to ensure analytics are a gateway to your organization’s revenue growth.

This article explore how the C-Suite can guide the formation of a Marketing Leadership Council (MLC) to steer and sustain marketing as a Center of Excellence and five steps to help prioritize the initiative.

Starting at the top, it is the marketing function that enables you and your organization to better understand, create, deliver, and harvest value. Short changing marketing and skimping on marketing talent only short circuits your success.

It’s never been more challenging to achieve market leadership and to meet stakeholder expectations. Winning requires Marketing Operations to operate like strategic pit crew at a Formula One race.

Businesses now have access to as much data as there are stars in the sky. In a world where date is king, it sometimes becomes difficult to really understand what your business should be tracking and what information is unnecessary and superfluous.

It’s completely reasonable that as the CEO you expect your marketers to demonstrate the value of the investment they are making on behalf of the company. This article outlines three areas the leadership team should invest in to help marketers improve their effectiveness and accountability.