Operations

Metrics are the key to any successful marketing program. You have to measure what you’re doing to know if it’s working or how to adjust it. But it’s really easy to over instrument your marketing and create a whole bunch of metrics …

How do you manage your marketing? Who’s the person that has the plan and makes it happen? If you are a tech B2B company CEO, you probably, if you don’t have a team, a multiple person team and a Marketing VP, you are dealing with it one of …

Cosmetrics are those annoying metrics that show up every week on the marketing dashboard, in the meeting, and somebody runs through the numbers and nobody learns anything really, nobody asks any questions, no useful discussion occurs, and nobody does …

Good marketing often has a lot of the characteristics of the agile methodology that’s used, that was created for software development, but it’s used in other fast-changing and, and innovation related functions. If you’re not …

If you try to do too many marketing campaigns, programs, activities, at the same time you overwhelm your staff and you’re not as productive as if you do the right amount, you know, a fewer number and do them well. I think most people would …

Today’s marketing triple is actually a marketing double, because I want to talk about return on investment – ROI. I’ve found that there are two ways that you can measure marketing ROI and which you choose makes all the difference in …

Measuring your marketing programs is really important – to show the value of the work you’re doing – but sometimes it’s difficult because there are so many different metrics to choose from. One thing I found to be helpful is …

Today’s marketing triple is all about money. How much should you spend on marketing for your business? I’ve found that there are three drivers that can largely help you determine what that marketing budget amount should be for your …

There are so many good ideas out there for marketing – great technology platforms, great campaign ideas, great social media sites – all these things that you can do. But just because you can do it doesn’t mean you should. I’ll …