How do marketers create customer value? All too often, we get caught up in hitting our business metrics: sales-qualified leads, conversions, pipeline, conversions, and sales. It’s not that these business outcomes aren’t important; they’re critical. However, we deliver on these business outcomes only when we deliver customer value. In an influential HBR article titled “Is […]
Creating Customer Value Read More »
More so than other C-suite roles, the role of the Chief Marketing Officer (CMO) stands out as essential, yet surprisingly fuzzy around the edges. This fuzziness isn’t just a headache for the CMOs themselves; it trickles down, making it tough for them to provide direction to the rest of the marketing organization. Inspired by insights
The CEO-CMO Disconnect and Why it Matters Read More »
Leaders often underestimate the power of decentralizing decision-making, preferring instead to lead with ego and control. But a decentralized approach not only enhances the agility and flexibility of marketing teams but also significantly contributes to their sense of empowerment and ability to create flow in the organization. Leaders who embrace decentralized decision making must do
Decentralized Decisions: The Critical Role of Leadership Alignment Read More »
Why does visualization help individuals and teams increase their efficiency, improve collaboration, and make better decisions, even in the face of uncertainty? Let’s take a look at the science behind visualization’s prowess, as well as some examples of where visualization is being used to achieve these benefits. The Science and Psychology Behind Visualization According to
Visualization in Work Management: How Seeing is Believing and Achieving Read More »
One of the biggest challenges facing marketing is a lack of alignment at the leadership level. The lack of alignment often trickles down to the teams in the form of conflicting priorities and rework. In short, collaboration remains a critical challenge for many leaders. As highlighted in Ron Carucci and Luis Velasquez’s article “When Leaders
How Agile Can Help Leaders Overcome Collaboration Challenges Read More »
The third value of the Agile Marketing Manifesto is “Learning through experiments and data over opinions and conventions.” Experiments and data are better than opinions and doing things like we’ve always done (conventions). But sometimes, data isn’t enough – we also need insights. Without insights, we don’t make giant leaps forward. We don’t create new
The Cost of Being Data-Driven vs Insight-Driven Read More »
As marketers, can we have too much of a good thing? When digital marketing came on the scene, it seemed like a godsend. Finally, we would have data to support our marketing decisions. We started implementing marketing tools only to find many of these tools provided incomplete or surface-level data: vanity metrics. We still lacked
A Strategic Approach to Addressing Data Overload Read More »
SInce 2011, the martech landscape has grown an eye-popping 7,528%, from 150 solutions to over 11,000 ways for technology to support marketing efforts, according to the MarTech Map. Each of these solutions has its own data set and way of demonstrating the value it provides. And thank goodness. The pressure on marketing teams to prove
Why Marketing Measurement is so Difficult Read More »
Redefining Marketing’s Value in the Organization Three decades ago, IT struggled to be considered anything outside of a cost-center. Now, technology pervades all aspects of the organization, providing strategic and competitive advantages. Marketing shares a similar – and similarly dated – perception of being seen as a cost center. According to the 2023 CMO Survey from
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I love Scott Brinker’s Chief Marketing Technologist blog. Not many people know this, but a blog post by Scott in 2010 was the inspiration for this blog. I constantly find that Scott produces thoughtful, well written content. The latest post on his blog, by guest writer Sam Melnik, is a great example of this kind of inspiring
Marketing Capability Layers Read More »
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