As a CEO, you rely on a variety of business data to inform various decisions, such as pricing, productivity, product and performance decisions. This article outlines five steps will help you and your marketing team create a dashboard to support strategic and investment decisions.
Author Archive | Laura Patterson
As the CEO, perhaps your marketing folks have told you that they need more marketing automation tools before they can address marketing measurement. But it is a mistake to wait to address accountability until after you have addressed technology, even if it’s just the marketing automation piece. This article offers four steps every CEO should […]
Three key metrics categories applied in the “sports” arena work just as well for marketing: outcome, performance, and process. This article explains each category and how to apply it to your business and marketing.
In this article, you will learn what Customer Engagement is and why you should use it as well as the different metrics that you can put in place to measure how successful or not your organic growth strategy is.
A marketing operations function helps your marketing organization run just like any other part of your business. It helps you fine tune your marketing efforts and helps you make better fact-based decisions about your strategic decisions and marketing investments.
Companies face more obstacles than ever- from a challenging business environment, to an explosion of channels, to a heightened focus on using data and analytics. This article outlines three steps every CEO can ask their Marketing organization to employ to ensure their metrics answer your “So What” questions.
Most organizations are very careful when it comes to spending marketing dollars, but sadly far too many businesses are not careful when it comes to one of the most important steps related to marketing effectiveness – strategy. Both members of the C-Suite and marketers rush to implement marketing programs and tactics. However, when strategy is […]
The Marketing audit is perhaps the most important investment a company will make in their Marketing organization.
A Go To Market plan doesn’t have to be a task that consumes the entire organization months on end. This article outlines a ten-step process any size company can use to successfully enter a new market.
While many parts of an organization are already deploying performance management practices, Marketing remains one of the final frontiers for performance management.