Frequently clients ask me to help them develop ROI models and marketing metrics that serve as a foundation for effective decision-making. I’m glad they do, because understanding value returned from marketing investments is essential to a successful marketing effort, and it’s not as easy as it seems. A sound approach to measuring marketing ROI sits […]
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“What’s Your Budget?” Do cringe every time you hear that? When a sales rep asks, your first instinct might be to clam up. Mine is. As a former CMO, I spent millions on marketing vendors and technology projects over the years. I was frequently in the buyer’s seat and I know how it feels to suspect that somebody is […]
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Picture this: You’re in the zone, everything in your business is working perfectly. This is exactly what you’ve been working towards! Now you can finally rest and savor your success. Or not. Perfection is sweet, and fleeting. The moment when everything about your business is going well is also precisely the moment you need to change […]
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