For many, sales forecasts are the bane of their existence. They can be inaccurate, hard to understand, and require constant supervision – something like a teenager. In many cases, they’ve been manipulated to reflect the desires of the creator or recipient, rather than being left to reflect the pure data. I’m going to provide you […]
Insight + Expertise = Results
Insight + Expertise = Results
Category: blog
The 6 Marketing Metrics Your CEO Wants to See
The Marketer of Yesteryear Metrics – the bane of the marketing person: “What do you mean you want to know the CAC? I’m not sure what the ROI on this program will be.” Gone are the days when you just assume your programs will be approved because the decision-makers know, in some vague way, marketing […]
The Product Innovation Charter – Your Stairway to Heaven
Ok…the Product Innovation Charter (PIC) may not be the stairway to heaven, but it definitely leads to success. How can you know where you’re going if you don’t have a map to get there? That’s what the PIC is all about. According to a 2007 PDMA study, 29% of the firms interviewed had a formal […]
The NPD Process – It’s a Stage-Gate Thing
“The best performing companies’ new product development (NPD) revenues range from 20%-50% of total revenues and more for profit.” – NP Learning, LLCDo I have your attention?First a quick explanation of “stage-gate process”. The stages are the periods during which the actual work takes place and should include specific milestones. The gates occur between the […]
Demand Generation Using Social Media
First let me say that I don’t use the terms “lead generation” and “demand generation” interchangeably as I hear many people doing. I define “lead generation” as the steps taken to build a marketing database for follow up. This often takes the form of registration in exchange for information. I define “demand generation” as creating […]
Three Reasons to Use Social Media
I recently took a position with a company that is a little behind the times when it comes to their marketing. I found out how behind the times when I suggested to my boss that we implement a social media strategy. His response: “What’s social media?”I knew in that moment I had my work cut […]
Find Your Online Voice
It’s not what you say. It’s how you say it. If you’ve ever taken any writing classes, you’ll hear that repeatedly. Instructors will talk about tone and voice to convey certain feelings and create certain reactions. If you’ve spent any time at all on social media sites, you’ll recognize there are a lot of different […]
Your Best Content Strategy is Thought Leadership
Reblogged from Geoffrey Colon, Vice President, Social@Ogilvy / @djgeoffe / futuristlab.tumblr.com So many people I have spoken to as of late complain about the term “thought leadership. They are always asking, “what does it really mean and where does it get you?” B2B companies have known about this terminology for almost two decades and it […]
Failure is the Road to Success
Typically my blog entries are focused on marketing, but the idea of failure has been weighing heavily on me lately. Every time I turn around, it seems, there is some new quote about failure making an appearance. It came up not too long ago in the copy of “The Happiness Project” I’m reading. One of […]
Product vs Solution Marketing
Product Marketing Product marketing is a more traditional way to look at marketing. Typically it encompasses the first four Ps of the marketing mix: product, price, place, and promotion. I’ve heard it said that’s laughably vague, but when you consider everything necessary to market a product, vague may be necessary to encompass all aspects of […]