Category Archives: Marketing

How To Effectively Organize Your Research Activities

Most organizations collect information about their environment in a multitude of places, and usually they are not coordinated. Further, often these research efforts are incomplete. Yet it is obvious that without information about your business environment, you can make no … Continue reading

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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

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How Do You Decide What To Do?

Much has changed since 2005 in terms of how marketers are expected to make decisions. We’ve gone from a gut feel and intuition driven process (mostly) to what is supposed to be a data-driven, fact-based decision process today. Marketers are … Continue reading

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If This Didn’t Come Up All The Time, Maybe I Would Ignore It

Ad Age, in a recent article, notes that B2B CMOs need to recognize that it’s time to own the customer experience. Really? Too bad GE knew that in 1952. Are we really that late to the party, or is this … Continue reading

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Wouldn’t It Be Easier To Just Change The Name?

Apparently diets are dead and mentioning them in the food industry is forbidden. At least according to an article in Advertising Age. As a result of this fact, Lean Cuisine has struggled. Or perhaps the product is not very good. … Continue reading

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Are You Focused on the Wrong Things?

A recent article in Advertising Age touted how CMOs should go about making sure their companies are “customer-obsessed.” Sounded good to me. Early on the author posited this question: “Marketers are predisposed to think about the market first. So why … Continue reading

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B2Me Has Finally Arrived

Ever since Peppers and Rogers postulated The One to One Future, marketers have tried to find cost-effective ways to deliver on the promise. I think it surprises many at how long it has taken while still not being pervasive. And … Continue reading

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