Marketing Strategy
Five Essentials for Marketing Performance Measurement Systems
Many marketing teams struggle to identify metrics that will support business strategy. A change in approach can help.
Marketing Management
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Marketing Strategy
Seven Reasons to Strengthen Your Customer Benefits Focus
Marketing leaders who understand the full value of a benefits-first perspective can help their companies better compete.
Talent Management
CMO Success, Stage by Stage
Companies are best served by a CMO whose skills and knowledge align with their needs at their particular growth stage.
Marketing Strategy
The End of Averages for Marketing Budgets
What’s this year’s average marketing budget? Bad question: That figure misleads marketers who want to benchmark spending.
Organizational Structure
Design Your Marketing Organization to Fit Your Company’s Growth Stage
Interviews with 100 CMOs reveal common challenges in designing marketing organizations, as well as ways to address them.
Talent Management
Why Short CMO Tenure Is Not Always a Problem
Negative factors like leadership failure and dissatisfaction aren’t the only reasons for CMO turnover.
Digital Marketing
Are You Using the Return on Investment Metric Correctly?
To calculate ROI accurately, you need to estimate the fraction of profits attributable to the investment.
Digital Marketing
How Should You Calculate Customer Lifetime Value?
Should marketers subtract the cost of acquiring a customer before assessing that customer’s lifetime value (CLV)?
Digital Marketing
Should You Use the Value of a “Like” as a Metric?
Social media strategy shouldn’t be seen as the driver of value difference between a company’s fans and nonfans.
Digital Marketing
Should You Use Net Promoter Score as a Metric?
Although the simplicity of net promoter score is appealing, the metric has limited support from academics.
Digital Marketing
Should You Use Market Share as a Metric?
Market share is a hugely popular metric. But is it really useful?
Digital Marketing
The Metrics That Marketers Muddle
Despite their importance, five popular marketing metrics are regularly misunderstood and misused.
Analytics & Business Intelligence
Telling Data’s Story With Graphics
Graphic presentations of data are making it easier for sales people to see how they’re performing.
Social Media
How to Avoid a Social Media Fiasco
A panel at the 2014 South by Southwest festival highlighted five ways to avoid a social media crisis.
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