Discussions with CMOs and CFOs seem to confirm that the most common methods of determining marketing spending levels are still based on how much was spent previously and average industry spending. CMO thoughts are once again turning to these metrics as they consider the prospect of spending increases...
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As 2012 planning season approaches, work your way down this checklist to increase the probability that you'll get the resources you need to help move your marketing initiatives along...
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More than ever before, the approval of any significant marketing initiative is dependent upon a compelling business case. A good one is meant to function as a logical framework for the organization of all of the benefit and cost information about a given project or investment...
Read MoreAs 2012 planning season approaches, work your way down this checklist to incresae the probability that you'll get the resources you need to help move your marketing initiatives along...
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In this installment of our Meeting of the Minds webcast series, Professor Dominique (Mike) Hanssens will provide us with a one-hour overview of how marketing drives company performance....
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Discussions with CMOs and CFOs seem to confirm that the most common methods of determining marketing spending levels are still based on how much was spent previously and average industry spending. CMO thoughts are once again turning to these metrics as they consider the prospect of spending increases...
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If we could rate all marketing organizations on some common set of metrics, we could compare their performance side-by-side and see which ones are doing a better job, right? Wrong...
Read MoreA sanitized version of an actual email from a CFO to a CMO in a global 1000 company on the effectiveness of marketing...
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Dear Dave,
We’re having some difficulties getting our marketing measurement process nailed down. There is enthusiasm across both our marketing and finance teams for getting to the right set of metrics, but a bit of a battle forming between two camps on which metrics we should be focusing on....
In the latest installment of our Meeting of the Minds webcast series, Professor Don Lehmann of Columbia Business School will discuss the emergence of customer lifetime value (CLV) as a key performance metric - what it is and how to measure it...
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