Clik here to view.
Excel is evil
If you’re organisation is stuck together with Excel spreadsheets, it may be time to think about a better way. A reliance on Excel almost certainly means you’ve got a hetrogeneous legacy system...
View ArticleCustomer focused telcos?
Good article in Melbourne’s Age’s newspaper today about the tactics Australia’s telcos are employing in an attempt to lock their customers in to long-term bundles. Unfortunately, its not surprising...
View ArticleThe Chief Customer Officer’s mandate
Vision corp’s new Chief Customer Officer has replaced both the CMO and CIO roles. And the CCO’s mission is: Merge Marketing with I.T. Kill off ASAP the 20th century legacy I.T. systems Genuinely own,...
View ArticleClik here to view.
What’s your Customer Effort Score?
The Customer Effort Score is a superior indicator of future growth than either the Net Promoter Score or Customer Satisfaction methodologies Delighting your customers does not improve loyalty,...
View ArticleThe extinction of the HiPPO is nigh
Decision making in traditional hierachical organisations all too often defaults to a HiPPO. A HiPPO is a Highest Paid Person’s Opinion. Typically, they over rule the data, which comes in endless...
View ArticleClik here to view.
End game for solution selling
B2B customers don’t need sales people the way they used to. That’s the central premise of a feature article in the July-August 2012 edition of the Harvard Business Review by research and advisory...
View ArticleClik here to view.
Data: unconnected, undiscovered and unused
As we race to understand so-called “Big Data”, are we truly on top of our own internal “small data” within our companies? Unfortunately, too many marketers cannot address basic lead-to-revenue...
View ArticleMarketing automation explained
Trying to get your head around the still relatively new marketing automation field? If yes, and even if not, you’ll relate to this excellent Salesforce.com video which explains the concept:
View ArticleClik here to view.
Your website almost certainly sucks: Forrester Research
Despite the dollars invested, resources allocated, technologies deployed, agencies engaged, collective ambition and ego, it is highly unlikely that your website is delivering value for your customers,...
View ArticleClik here to view.
Behind marketing automation’s magic curtain
A catalyst for sales alignment and a key ROI enabler, marketing automation holds great promise, but it is still a relatively new space. To help smooth out the inevitable speed bumps on the road to...
View ArticleClik here to view.
An inconvenient truth: our marketing data doesn’t count in the C-Suite
Senior executives do not regard marketing results as important when making key decisions, according to a recent Forrester Research report, Marketing Measurement needs an MBA. According to the...
View ArticleClik here to view.
Get visual in real time with your marketing dashboards
Are you building and supporting concise, real-time, visual dashboards to better enable stakeholders to understand and respond to Marketing’s contribution? If you don’t have a marketing dashboard...
View ArticleMost of us are consistently missing the online lead follow-up window
More than a decade after the Internet hit prime time and stayed there, marketing and sales organisations are consistently missing the boat when it comes to web-to-lead response times. A recent research...
View ArticleClik here to view.
Analytics: “skills managers must have”
Analytical skills are not technical skills, they’re thinking skills that every competent manager should master, according to an excellent Kellogg Insight interview with the university’s marketing...
View ArticleMeasuring marketing’s performance
Marketing Magazine’s industry advisory board chairman and Deakin University senior lecturer Michael Valos recently asked two good questions for an opinion piece he is researching. Here are my answers:...
View ArticleClik here to view.
2015’s top 50 marketing slides
Percolate’s 50 most important marketing charts of 2015 Good summary of the state of marketing in 50 slides from marketing management software company Percolate: Here are my takeaways: Adults use their...
View ArticleA differentiated, superior customer experience does pay dividends
Launched six years ago, Watermark Consulting’s annual Customer Experience ROI Study illustrates why, according to the firm’s founder Jon Picoult, “every company _ public or private, large or small _...
View ArticleFrom campaigns, to journeys, to commerce
Traditional IT (Information Technology) is over. Today’s conventional IT organisations spend far too much time in conflict with “the business”. Risk adverse, legacy IT bureaucrats and their legacy...
View ArticleMarketing’s compelling new metric: Share of Search (SOS)
Share of Search (SOS) is the decisive marketing metric, which its advocates say is a practical candidate to replace Share of Voice as a measure of both the long and short-term impact of advertising in...
View Article
