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.
Author Archive | Laura Patterson
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.
One way to assess your organization’s performance and to understand what changes to make is through benchmarking. Robert Camp suggests that by using benchmarking to identify and replicate “best practices” a company can enhance its business performance.
As the length of the sales cycle increases, so does the demand for a larger pipeline. Marketers must continuously explore new opportunities to effectively grow their organization’s opportunity pipeline.
Marketing has a strategic role in growing revenue. For the marketing team to provide valuable contributions to business profitability they must assume a broader set of responsibilities within the company. One proven method of integrating marketing operations within overall business processes is through Six Sigma and its DMAIC methodology.