Category Archives: marketing performance management

How Much Is Marketing Really Worth To Your Company?

Well, there’s an often asked question. How do you answer it? We’ve seen and heard CMOs, VPs of Marketing, etc. scramble to create an answer to this question. Articles are written regularly on the importance of quantifying Marketing ROI and … Continue reading

Posted in Marketing, marketing performance management | Tagged , , , , | Leave a comment

Managing Your Marketing Budget

Unfortunately for most companies, this cartoon from the July/August 2013 Harvard Business Review is accurate. Mitch

Posted in marketing performance management | Tagged | Leave a comment

The Channel Is NOT Your Customer

Most CPG companies call the channel (retailers) their customers, and the end-customer is referred to as the consumer. Nice way to differentiate the two, but it’s created a generation of marketers that are customer-focused and consumer illiterate. In truth, most … Continue reading

Posted in marketing performance management, promotion, retail | Tagged , , , , | Leave a comment

Fake Web Traffic: Confusing Outputs with Outcomes

Since about 2005 when pressure began to mount on marketing professionals to prove accountability and ROI, marketers have looked to demonstrate value by measuring. This desire to measure has also caused “track-able” media, such as the web, to become preferred … Continue reading

Posted in Advertising, marketing performance management | Tagged , , | Leave a comment

Win-win or win-lose, which is it?

Hulu recently announced they would only charge advertisers for video ads that people watched to completion instead for all who watch any part of the ad. On the surface this seems like a win for advertisers. It’s also a win for Hulu … Continue reading

Posted in Advertising, marketing performance management | Leave a comment

Doing what matters

A recent Advertising Age article apparently raised a ruckus because it had the audacity to state that a vast majority of marketers set their budgets based on historical spending and gut instinct and not ROI. Is this really shocking? Not to me. While there is … Continue reading

Posted in management, Marketing, marketing performance management | Tagged , , , , | Leave a comment

Present sales in the future tense

Been working on a couple client projects lately that required analyzing and straightening out sales data, and it brought to mind something that is often missing when management looks at sales.  Mitch and I (and others at CMG) come originally … Continue reading

Posted in management, marketing performance management, sales | Leave a comment