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.
Your marketing organization needs input from the leadership team to make headway. This article outlines five fundamental steps every CEO can take to support marketing’s performance optimization efforts.
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.
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.
An axiom of business is, “if you can measure it you can manage it.” While no CEO would argue with this as it applies to operations or finance, when his attention shifts to Internet marketing, conditions often become very touchy-feely.