How much work would we all save if we took the time to run the numbers first?
You marketers out there know what I am talking about. You would have avoided the breakfast seminar that generated a bunch of $1,000 leads or that banner campaign that never got any clicks. And who likes sheepishly admitting failure [...]
My desire to treat all things in an agile way is creating internal discomfort. Over the weekend I was reflecting on how to develop a new or refreshed brand using an agile approach. Given the need for consistency and repetition in building a brand, it seems that this may be one part of the marketing [...]
A number of years ago I started a new job as the CMO of a fast-growing software company. As I was rummaging through my new desk and the charred remains of my predecessor, I discover something something shocking that explained his untimely demise - his 54 page marketing plan. I’ve never been one to create [...]
Over the last few years, I have noticed a division in the types of marketing people I meet. Some colleagues have referred to this as data driven vs. marcom/branding types but in my mind this view never really worked. While the increasing measurability of the web does provide an unfair advantage to marketers with MBAs [...]
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