marketing tips
2.9K views | +0 today
Follow
 
Scooped by mcgrawmarketing
onto marketing tips
Scoop.it!

Effective Approach to Marketing | Social Media Today

Effective Approach to Marketing | Social Media Today | marketing tips | Scoop.it
The most effective approach to marketing isn’t advertising, or PR, or SEO, content marketing, inbound marketing, influencer marketing, email marketing, social media marketing or any (blank) marketing.
mcgrawmarketing's insight:

Marketing, great marketing, has and will always be about the customer.  Know them.  Understand them.  Talk with them.  Provide them with fast, easy access to relevant and accurate information.  Help them find unique, valuable solutions to their needs and wants.

Crappy marketing has been and will always be about pushing whatever crappy offering you have onto the unsuspecting populace.  That's why I, like the author, struggle with a marketer that is channel focused and not customer focused.  And it's why I struggle with tactics that are focused on pushing an offering on the buyer - beating them into submission, if you will.

 

What do you think?   Focus on providing the customer a unique, valuable solution?  Or focus on pushing whatever you have to push until you have nothing left to push?

more...
No comment yet.
marketing tips
developing more effective ways to attract and retain profitable clients.
Your new post is loading...
Your new post is loading...
Scooped by mcgrawmarketing
Scoop.it!

New Twitter Study Highlights 9 Ways to Improve Tweet Response

New Twitter Study Highlights 9 Ways to Improve Tweet Response | marketing tips | Scoop.it
Twitter's released their findings from a new study of over 9,000 direct response ad campaigns on the platform, highlighting the key terms, details and tweet copy structure techniques that lead to the best response
mcgrawmarketing's insight:
Not all that surprising but a very good confirmation about how the basics of direct marketing work within Twitter.  Well worth the read!
more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

What Is Content Marketing? Definitions from 25 Thought Leaders

What Is Content Marketing? Definitions from 25 Thought Leaders | marketing tips | Scoop.it
We took a look through mountains of content from top marketers to find
definitions that struck us as, well, definitive. Read on for our top 25
(in random order) content marketing definitions.
mcgrawmarketing's insight:

Content marketing is a new name for marketing communications which was all about getting the right message to the right person at the right time via the right channel in order to motivate the right/desired action or response.

This is why having a sense of history - what's come before you - is important.  It prevents you from "columbusing'

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Blogging Success: 7 Reasons New Bloggers Fail

Blogging Success: 7 Reasons New Bloggers Fail | marketing tips | Scoop.it
Is it possible today to really grow a successful blog? Here are 7 mistakes to avoid for lasting blogging success.
mcgrawmarketing's insight:

To be honest, these 7 mistakes apply to businesses as well as individuals.  Even #2 and #3 - when a business doesn't promote the blog content and is afraid to present content in a way that 'doesn't fit' their own perceptions of the brand.  (Sometimes you just need to be honest and say it like you mean it - get some personality in there.)

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Why marketing should be all about the customer

Why marketing should be all about the customer | marketing tips | Scoop.it

" Today's marketer knows being present where their customers are is crucial to success.

 

Modern marketers hopefully also understand the days of pushing a message out and hoping it reaches, and then resonates with, a desired audience are over. In fact, the marketer who really understands how the game is played now knows that marketing, and really all business, has been flipped around -- the customer is now in control of what they hear, where they hear it and whether or not they choose to engage."

mcgrawmarketing's insight:

I would suggest that "customer-centric  marketing" starts with the customer, not sales and marketing alignment.  

 

Get out there and talk with your audience - not just customers but potential customers - and find out what they want and need, perceive and expect.

 

Find out who they turn to for what you offer and why.  What do they like about their current vendor and what do they dislike.  What do they wish they would get but aren't getting.

 

Then deliver it because that's what they want, need, expect.

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

8 Reasons Why Marketing Automation Fails

8 Reasons Why Marketing Automation Fails | marketing tips | Scoop.it
It’s the classic case of throwing the baby out with the bath water. B2B organizations ruthlessly trash tried and true marketing and lead generation methodology to make way for the new, shiny, sexy…
mcgrawmarketing's insight:

Good article - you need to understand what you want to do today and into the future so you can ask the right questions.  You need to have realistic expectations.  And you need to have effective processes in place so that the tech is there to strengthen the weak links in the process...not magically give you effective processes.  (That speaks to realistic expectations!)

And I really like #5 - it might help but never assume! 

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

The Customer Competencies Every CMO Needs

The Customer Competencies Every CMO Needs | marketing tips | Scoop.it
Customer relationship strategies arent solely the bailiwick of the chief customer officer CMOs need customer experience skills, too.
mcgrawmarketing's insight:
Eric Krell, Contributing writer

November 13, 2015

The Customer Competencies Every CMO Needs
Share this article:facebooktwitterlinkedingoogle0EmailPrint

Customer relationship strategies aren't solely the bailiwick of the chief customer officer; CMOs need customer experience skills, too.

 

You identify five customer leadership competencies; if you were forced to select the three that are most relevant to CMOs, which competencies would you select and why?

Competency 1:  Honor and elevate customers as assets of the business. The CMO is a vital partner in working to identify and change leadership behavior to elevate the customer as an asset, and in uniting data about the customer asset across the company.

 

NOTE FROM PAT: This better be a cultural thing or its a waste of time.  The front line employees all the way up to leadership better have this in their DNA or the CMO is fighting a battle that's tough to win.  Why? They have to convince others its in their best interest...and when compensation packages are set up in ways contrary to this vision, the CMO is going to lose.  (And the CMO doesn't typically set comp plans for the company...so...)

 

Competency 2:  Align around experience. The customer journey becomes the decision-making framework for the organization. It drives behaviors and actions and the operational delivery of the brand. 

 

NOTE FROM PAT: Read this one about 10 times...still not sure what it means.  Anyone?

 

Competency 3:  Build a customer listening path. Many CMOs have their company's customer listening competencies within their groups. Expanding this work beyond the marketing function to include multiple sources of listening to tell the story of customers' lives is a key role—and it helps strengthen the partnership between the CMO and CCO. 

 

NOTE FROM PAT: This means research.  Capturing data.  Knowing what data is needed in order to capture it.  A centralized storage for the data that allows security and easy access for those that analyze it.

 

It also means effective processes for capturing the data.

 

How many of you have set up the human, financial and technological resources necessary to make #3 a reality in your organization?  

 

And how many of you haven't but have increased the lead generation budget significantly over the past 5 years?

 

Hmmmm...thoughts?

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

The Fake Traffic Schemes That Are Rotting the Internet

The Fake Traffic Schemes That Are Rotting the Internet | marketing tips | Scoop.it
“I can think of nothing that has done more harm to the Internet than ad tech,” says Bob Hoffman, a veteran ad executive, industry critic, and author of the blog the Ad Contrarian. “It interferes with everything we try to do on the Web. It has cheapened and debased advertising and spawned criminal empires.” Most ridiculous of all, he adds, is that advertisers are further away than ever from solving the old which-part-of-my-budget-is-working problem. “Nobody knows the exact number,” Hoffman says, “but probably about 50 percent of what you’re spending online is being stolen from you.”
mcgrawmarketing's insight:

For years, I have voiced concern over some digital advertising...call me a pessimist (though I prefer realist), I didn't trust some of the low cost options out there.

 

But everyone got excited by the low cost and the ability to track - something that existed before digital but that was ignored by most - and now, based on the findings reported in this article, "..about 50 percent of what you’re spending online is being stolen from you.”


What do you have in place to identify and prevent this fraud?

 
more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Solving The CMO's Marketing Analytics Staffing Challenge

Solving The CMO's Marketing Analytics Staffing Challenge | marketing tips | Scoop.it
In order to properly tackle omnichannel tracking, CMOs need outstanding marketing analytics staffing supported by marketing analytics executive search.
mcgrawmarketing's insight:

For me, the best line in the entire article is "The industry buzz around cross-device and cross-channel targeting is already outstripping the actual technology."


Next is "The bottom line? Today’s marketing leaders need to understand that while this side of technology is still developing and requires partnership between brand advertisers and DMPs to improve its quality and efficacy, the opportunities will be lucrative for those who take cross-device or cross-channel targeting practices seriously and choose to invest in their longevity through resources and talent."


The first line appeals to me because it made me think of the hover board from Back to the Future.  (It's cool but, 30 years later, it really doesn't exist yet.).  


The next excerpt appeals to me because of "...the opportunities will be lucrative..."...it makes me think of all the marketing tech firms that have forced their products into organizations that still haven't figured out how to properly leverage them.  I keep thinking about the organizations I meet that use one marketing technology for about 10% of its capabilities...and how they have a major investment into a CRM that the sales team works outside of (they rely on Outlook to schedule client calls and house the notes, next steps, etc.  And they send follow up communications through Outlook rather than the CRM because it's easier....) so that very little valuable data is captured.  


Bottom line...the concepts are interesting and the discussion is worth having...but this is nowhere near the top 5 in priorities for those focused on hitting goals on a monthly/quarterly/annual basis.  It has a ways to go first...

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Exposed: The great BIG marketing lie!

Exposed: The great BIG marketing lie! | marketing tips | Scoop.it
Ask any struggling business owner about marketing and they will tell you the following: “I don’t have enough time for marketing”. And it’s a lie. Whether these business owners know it or not, they are marketing their business all day every day. That’s because everything in business is marketing. The level of customer service you provide. The conversations you …
mcgrawmarketing's insight:

Reading this over morning coffee, it caused me to think back to some of my former employers and clients.  Talented and smart...but not in marketing and that lack of knowledge concerning marketing did create some terrible challenges that limited success or, in a few instances, doomed the business.

 

So what's the solution?

 

Same as when you have a legal question...you find a qualified lawyer.  Sames as when you have an accounting question...you find a qualified accountant.  

 

You ask around.  You educate yourself.  You talk to a few folks that appear qualified to handle your needs.  You give them a chance to do what you need..to show you that they can provide you with the expertise that addresses current needs and even helps you successfully achieve future opportunities while avoiding threats.  

 

Thoughts? Comments?

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Marketing Content Gets Bad Reviews...From CMOs

Marketing Content Gets Bad Reviews...From CMOs | marketing tips | Scoop.it
CMOs complain their thought leadership is neither engaging nor authoritative fails to reach decision makers.
mcgrawmarketing's insight:

Each communication mu

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

The Only Analytics That Matter Are Your Own | ANNUITAS

The Only Analytics That Matter Are Your Own | ANNUITAS | marketing tips | Scoop.it
Marketers rely on reports and best practices for many things. However, in terms of when to send an email, the only analytics or data that matters is your own.
mcgrawmarketing's insight:

A good read...so many focus on 'data' but then either fail to analyze it or do so in ways that fails to generate valid, accurate insight and information ... so the end result is decisions that are far less effective.

This article raises some good questions and makes some good suggestions... 

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Make Some Noise With Your Email Campaign | Adobe

Make Some Noise With Your Email Campaign | Adobe | marketing tips | Scoop.it
When it comes to running a successful email campaign, less is more. Less hollow correspondence, more tailored content. Less email blasting, more contextual engagement in every message. When you focus less on the amount of emails you’re churning out and more on the effectiveness of every single email you send, you can rest assured that when it’s time to click the send button during your next email campaign, every one of your customers will hear you loud and clear.
mcgrawmarketing's insight:

A really good post - and the 3 points can be put to use in all communications regardless of channel.  Quality over quantity.  Deliver unique value.  Sometimes the soft sell is better than pushing the Buy Now message.

 

Which raises the question...do you test so you can see if these points really work for you?  Do you have a group that gets a higher frequency of communications than another group?  Do you have a group that receives softer sell than harder sell (testing messages and offers)?

 

If so, what are you learning?  Please share!

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

5 email campaigns to help you convert leads into customers - Campaign Monitor

5 email campaigns to help you convert leads into customers - Campaign Monitor | marketing tips | Scoop.it
Does your business have salespeople who convert leads into customers? You should be using these 5 email campaigns to help them close more deals.
mcgrawmarketing's insight:

An interesting read - how many of you have tried this?  How have your results been?  What did you learn from it?

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

A Straightforward Take on 3 Confusing Terms: Content Marketing, Content Strategy, Content Marketing Strategy

A Straightforward Take on 3 Confusing Terms: Content Marketing, Content Strategy, Content Marketing Strategy | marketing tips | Scoop.it
Let’s explain. “Content marketing,” “content strategy,” and “content marketing strategy” cannot be used interchangeably – Content Marketing Institute
mcgrawmarketing's insight:
What?  Sorry, I read this one 3x and am still lost. 
more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Goodbye, Interrupt Advertising! Say Hello to Sustained Storytelling | 1to1 Media

Goodbye, Interrupt Advertising! Say Hello to Sustained Storytelling | 1to1 Media | marketing tips | Scoop.it
Consumers are tired of being sold to. Instead they want to hear real stories from real people.
mcgrawmarketing's insight:

First off, everything we do interrupts our audience.  Everyone is doing something prior to "reading your story".

 

Second, the 'secret to success' has always been providing the right information to the right person at the right time via the right channel in order to motivate the right responses. And somehow you have to do that in a way that captures their attention so they realize it is there and can begin to engage/read/watch the content.

 

Third, we, as marketers, need to stop surveying ourselves in order to write content that states that certain things are true because marketers say so.  For example, this story is filled with crappy factoids that don't mean that the actions are effective or successful...they just tell us that people probably shouldn't be involved in marketing.

 

For example - tell me what you get out of this factoid.  What I get out of it is this...64% of marketing teams apparently don't have a global content marketing strategy in place.  And that leads me to wonder why - as well as wonder if the 36% that have a global content marketing strategy in place are seeing a positive return on their efforts.  My gut tells me "Probably not" since that isn't addressed in this article - and certainly successful results would be hyped, right?

 

Thirty-six percent of marketing teams polled already have their global content marketing strategy in place, and 39 percent plan to execute their strategy within the next two years, yet only 23 percent of marketing teams currently create content in five or more languages.
more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

4 Reasons Why a Traditional 40-Page Business Plan Is an Insane Waste of Time

4 Reasons Why a Traditional 40-Page Business Plan Is an Insane Waste of Time | marketing tips | Scoop.it
No one will even read your epic novel of a plan in this age of short bursts of information. Create a 10-page pitch deck instead.
mcgrawmarketing's insight:

I completely disagree with the points raised by the author in this piece...and here's why.  Tell me what you think!

First, if you can't read and comprehend 40 pages you shouldn't be in a leadership position in a growth oriented business.  This is part of your lifelong learning...nut up or shut up.  As a leader, you should be reading about your audience, market, competition and more every day...40-pages or so about how you're going to make a difference and run a successful business is a small investment...and a necessary one.

Second, if you do the work properly, it won't change on day one.  If you do a piss poor job on the plan, and you lack the commitment to follow the plan, it will change several times a day.  Of course the plan will change over time - it's a record of why you did what you did and, over time, why changes were made based on new information, changes in the market or society or the competition or politics or..., 

As far as financial projections - they can and should change based on actual performance and changes in the market.  That's normal.  This is not written in stone.  Like the 2nd point raised by the author, it shows what you thought and why so you can then modify for acceptable reasons at some point in the future, if agreed upon by leadership.

Finally, you have an Executive Summary and the detailed plan is for those wishing to dig into the details.  Now, why you would accept funding from someone not interested in the details is beyond me because once they invest, they tend to try to tell you what to do...which can take you off plan for the wrong reasons.

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Is The Next Marketing Technology Wave All About Better Creative?

Is The Next Marketing Technology Wave All About Better Creative? | marketing tips | Scoop.it
These technologies make it possible to use analytics to produce better creative that truly engages customers, creates and tracks behavior, permits continuous creative improvement and optimization and opens the door to a new age of storytelling.
mcgrawmarketing's insight:

Excerpt "These technologies make it possible to use analytics to produce better creative that truly engages customers, creates and tracks behavior, permits continuous creative improvement and optimization and opens the door to a new age of storytelling."


What is lost here is [a] few are doing this because they lack the people with the expertise to understand the data in a way to develop this work (lack of testing is common) and [b] because companies have limited financial resources, the cost of the tech produced layoffs/cutbacks in staff which means they don't have the bandwidth to create the more personalized, relevant copy...it's still "one size fits all"


Solutions?  Get real. Realize that you can do only so much and just make sure you are consistently doing it well.  Stop listening to marketing tech firms that are really tech firms that don't care about your marketing, but do care about their own revenue growth - they're selling you dreams that will not be realized in your world.

 

Thoughts?

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Eduventures Summit 2015 Sneak Peak: First, Understand the Problem - Eduventures

Eduventures Summit 2015 Sneak Peak: First, Understand the Problem - Eduventures | marketing tips | Scoop.it
By Kim Reid, Principal Analyst Now that we’ve turned the clocks back, the days are getting shorter, and the first semester of the academic year is coming to a close, it’s time to look ahead to the institutional challenges you might face in 2016. At this week’s Eduventures Summit, we’re bringing together leaders from across …
mcgrawmarketing's insight:

Working in higher education, I have seen market research pushed aside due to lack of experience, lack of budget (which comes about from lack of experience and planning).  The end result is "marketers" focusing on writing content for audiences they don't understand.  A terrible waste of resources and a missed opportunity or two.

Then there are 3 data related points raised in the article - and I have to tell you I have seen too many "marketers" that lack experience with data spending money on technology (CRM, Marketing Automation) but failing to develop a data strategy (what to capture, where to store, how to capture etc) which leads to lost opportunities with the technology to drive efficiencies and performance.   (It's tough to get the right message to the right people at the right time when you haven't captured data that tells you what that right message and time is.)

 

There's a lot of room for improvement - it's constant test, measure, analyze, modify and repeat.  But you have to be open to this...willing to admit that we're all learning to improve.

 

Thoughts?

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Marketing success is a choice

Marketing success is a choice | marketing tips | Scoop.it
There are just 2 things you need in order to attract massively more sales. The right marketing strategy. The motivation to put the strategy into play. With the right strategy and the motivation to use it, you can achieve at levels you never knew you were capable of. Your potential is pretty-much limitless. Oh, and …
mcgrawmarketing's insight:

When Jim writes "The right marketing strategy", I take that to mean more than the promotional schedule of ads, direct mail, email, Adwords etc.  

 

I take that to mean the right audience, right product, right price, right distribution channel - because we all know that failure to do this work before launching the promotional efforts means the promotional efforts are going to fail to achieve the desired results.

 

So how many of you marketers have spent any time on audience, product, price and place - or have you been focusing on some really cool looking promotional efforts and ignoring the rest of your job?

more...
charlotte's curator insight, November 13, 2015 8:01 AM

ajouter votre perspicacité ...

Scooped by mcgrawmarketing
Scoop.it!

Is Technology Or Strategy The Biggest Driver Of Digital Transformation?

Is Technology Or Strategy The Biggest Driver Of Digital Transformation? | marketing tips | Scoop.it
Technology and strategy are inextricably linked, and for an organization to experience digital transformation, both must act in tandem.
mcgrawmarketing's insight:

When I started my professional career, strategy was king and technology was brought in to strengthen weaknesses in the process.  For example, mail order firms had a lot of handwritten order forms that they had to decipher...until they leveraged technology (telephone) and were able to hear what the person wanted to order.

 

Today, it seems that technology is often times used to create a solution in search of problem.  (Everyone...open up your "Yo!" app)

 

And as for "digital transformation"...I have to be honest, it's a shiny object tossed about by techies in order to get you to buy more technology.

 

So what's it all mean?  Focus on your customers.  Talk to them.  Listen to them.  Try to figure out what they see as value and offer it to them...fast, easy, simple access to value.  And if you need tech to help strengthen the process...

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

How to Use Social Media for Crowdfunding Campaigns

How to Use Social Media for Crowdfunding Campaigns | marketing tips | Scoop.it
Are you launching a crowdfunding campaign? In this article you'll discover how to use social media to achieve crowdfunding success.
mcgrawmarketing's insight:

Really good read...straight-forward, clear and concise.

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

The 3 Biggest Problems With Lead Nurturing | Oracle Marketing Cloud

The 3 Biggest Problems With Lead Nurturing | Oracle Marketing Cloud | marketing tips | Scoop.it

Marketing automation and lead nurturing seem to go hand-in-hand. In fact, according to the 2014 B2B Enterprise Demand Generation Study conducted by ANNUITAS, 75% of respondents stated they are using lead nurturing. Yet despite the widespread use of lead nurturing as part of a demand generation strategy, only 2.8% of respondents stated they are having success with their demand generation programs. Where is the disconnect?

mcgrawmarketing's insight:

"Multiple studies show that those who have purchased marketing automation do so because of the lead nurturing feature. To be clear, lead nurturing is not a feature, it is a strategy that is then enabled by technology."

For those two sentences alone, the article is worth the read.  But there's even more ... so check it out.


I've been amazed at the number of organizations that are sinking a lot of their budget into tech, but cutting corners on training o the tech sits there and is misused and/or under-utilized.  The solution?  Budget properly.  Be realistic...and have a strategy to implement because spending on technology doesn't mean you get a strategy to go with it.


Thoughts? Comments? 

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

3 Secret Upgrades To Drive Sales-Ready Leads From Inbound Marketing

3 Secret Upgrades To Drive Sales-Ready Leads From Inbound Marketing | marketing tips | Scoop.it
Inbound marketing delivers the right offer for the right person at the right time. Learn to generate inbound marketing sales-ready leads today.
mcgrawmarketing's insight:

First, ignore the references to "inbound'...your efforts aimed at generating new customers and/or motivating existing customers to buy again require [a] effort (Point 2 in the article) and [b] relevant offers (Point 1).

Point 3 - Treat All Leads Equal- is where I strongly disagree with the author.  Qualify and prioritize...if they have the money, the authority to spend the money, the need for your products/services and an immediate need...you prioritize based on [ex] size of the order, historical purchase, potential to deliver high LTV.

 

If you and I walk into a store and want to buy a $0.50 pack of gum...but you are a frequent shopper at the store and I am just driving through town and will most likely never come back...you should have something in place to make sure that frequent shopper gets the level of service necessary to motivate them to return.  As for me...make my experience positive but it really doesn't have to be the same.

 

A few years ago, I was vacationing with my family and the local grocery store had a special check out line for the locals that were year-round frequent shoppers...and then they had other lines for the visitors.  I got in and out without a problem...nice experience...no negative feelings.  But the locals didn't have to wait in line with the visitors...and the perception was shorter lines, less time.  Oh, and they got to chat with the check out person and the bagger about local news...and I got to chat with the check out person and bagger about what aisle the english muffins were located.

 

What do you think?  Is the author on to something?  Is this an inbound marketing only thing?  Or does it cut across all communications in an integrated manner?

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Social Data Proves That Sponsoring Wimbledon Pays Off

Social Data Proves That Sponsoring Wimbledon Pays Off | marketing tips | Scoop.it
Wimbledon is one of the most watched sporting events in the world, with a global audience estimated at over a billion people. On top of that, you can add the near half a million attendees throughout t
mcgrawmarketing's insight:

Would love to say that this is the first time I have seen a report or article or presentation that attempted to prove acceptable ROI without mentioning [a] cost the activity (expense) and [b] revenue generated by the activity.

I have other questions about the data, analysis and conclusions drawn but fortunately I don't work for the brands involved or in the tennis industry so my questions can wait...but if this was more relevant to my daily work, I sure would want to dive into the data and get a better understanding of what the images in the article really mean/show.

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

How to Make the Case for Marketing When Your CEO Wants to Ignore It.

How to Make the Case for Marketing When Your CEO Wants to Ignore It. | marketing tips | Scoop.it
How to Make the Case for Marketing When Your CEO Wants to Ignore It - Sales Benchmark Index
mcgrawmarketing's insight:

Research.  Data.  Analysis.  Recommendations.  And then you hope that you have built the case that wins the support of your colleagues as well as the folks in the C-suite.

 

This takes time.  This takes vision.  This takes someone that isn't going to sit there and try to get things done with a staff of 2 and a budget of $50,000...whining about the lack of resources.  Or worse yet, just accepting it all.

 

A former colleague of mine reached out to me about 2 months ago.  They joined a new organization where the CEO had little respect or understanding of marketing and had given my colleague aggressive goals and very limited resources along with a list of things that "...we just don't do here..." such as advertise.

 

My colleague had gathered information, analyzed it and worked with others across the organization on putting together a vision and plan based on those findings.  

 

And the CEO dismissed them, so my colleague asked for advice on what to do.

 

My colleague had done everything they could.  The problem was internal and sat in the CEO's office.  When leadership doesn't understand or respect data, analysis and practical recommendations that can achieve the organization's goals and objectives...it's not going to be a positive, successful experience for the marketer.

 

As I told my colleague, all great strategic plans include an exit strategy in case all that hope and promise and potential fails to materialize and it becomes painfully apparent that things are not going to work out as planned.

 

And it was time for my colleague to start implementing their own exit strategy from a position within an organization that seemed to have so much potential at the start.

more...
No comment yet.