Lighting the Torch for Your CMO: 5 Tips for Igniting Your Marketing Efforts

As recently reported by IBM’s Global C-Suite Study, CMOs at industry-leading “Torchbearer” companies set their brands apart by developing deeper customer experiences and by working harder to understand their customers’ journeys. . For marketing practitioners, managers, and directors, the question becomes, “Is my organization a torchbearer?” If so, how can you help your CMO maintain … Continue reading Lighting the Torch for Your CMO: 5 Tips for Igniting Your Marketing Efforts

Cognitive Business: 2 Areas to Focus On

During the recent Fortune Most Powerful Women Summit, IBM CEO Ginni Rometty discussed a new business model that will dramatically improve how we interact with our customers: “When digital business marries up with … digital intelligence, it is the dawn of a new era — cognitive business. When every product, every service, how your run … Continue reading Cognitive Business: 2 Areas to Focus On

Communication Automation: Leverage Your Technology Beyond Marketing

Email service providers (ESPs), marketing automation platforms (MAs), and customer relationship management suites (CRMs) have been advancing through the years to provide the optimal marketing content to optimal microsegments. From your customers’ perspective, the benefit is that they receive relevant information that appeals to them at the right time. For example, through advances in scoring … Continue reading Communication Automation: Leverage Your Technology Beyond Marketing

6 Tips for Approaching the Revenue Attribution Discussion

During consulting engagements, I encourage the use of testing and measurement to identify marketing campaigns that drive revenue and profit. Clients often protest, stating that this is something they can’t accurately measure. For B2B clients, the concern often centers on revenue attribution as a percentage of the sale. What percentage of a sale is due … Continue reading 6 Tips for Approaching the Revenue Attribution Discussion