Complimentary Resource – Data Quality: A Survival Guide for Marketing

Strategy Driven

Data Quality : A Survival Guide for Marketing. This Guide from SAP Business Objects focuses on these concepts as they pertain to marketing, and particularly as they are supported by data quality functions inside of the broader EIM framework.

Bridging the Gap Between Marketing and IT

Harvard Business Review

The digital marketplace has created a business imperative that every company be — in some way — a technology company. Even the aspects of marketing that aren’t traditionally thought of as being tech-driven, such as event marketing and mail campaigns, now are.

The Power of an Enemy

In the CEO Afterlife

The late French author Andre Maurois once said, “Business is a combination of sport and war.” In business, your competitor is the enemy. For most of my career, I operated within intensely competitive arenas where fractions of market share points were worth millions of dollars.

Power 223

Why Marketing Needs Closer Ties to IT

Harvard Business Review

As marketing continues to shift and improve, we’ve come to rely on IT to provide expertise on current technology and, perhaps more importantly, to provide a road map that shows where technology will lead, where integration is critical, and how to make the best use of increasingly sophisticated tools. IT needs to rely on the business to define a direction and establish clear objectives. What do Marketing and IT have in common? Make IT your business partner.

11 Proven Ways to Turn Your Culture into a Culture of Innovation

the business, and ultimately contribute to the organization’s innovation. words, actively encourage employees from all parts of the business to lean. can ask questions about anything – the business, new product offerings, and so on. that allows them take ideas to market quickly.

Your Content Marketing Strategy Doesn’t Have to Be Complicated

Harvard Business Review

Whether it’s in the latest digital marketing trends or from the keynote at an industry event, we’re constantly being told that “content is king” and that we must “think like a publisher” if we want to stand out online today. Marketing Digital Article

B2B 16

How B2B Marketers Can Get Started with Social Media

Harvard Business Review

But social media marketing can offer B2B marketers a range of benefits if they take advantage of it, from increasing engagement and influencing decision making before the sales call to customizing sales messages and enhancing their company’s reputation.

B2C 16

The Big Picture of Business – Business Success Checklist

Strategy Driven

When you own and operate a business you need to have certain procedures for an efficient and seamless function. One of the ways in which you can optimize your business activities would be the focus and attention to detail that a checklist can stimulate. Here is my own business success checklist that will help you optimize your activities for a more efficient and purpose oriented endeavor. Business Success Checklist. The business you’re in.

Ready, Set, GOals!

Women on Business

From there it was an instantaneous leap to thinking about business goals for the coming year. How many business planning meetings did you have? What contributions did you/your business make to the community? Business Development Marketing Personal Development Sales Strategy

Goal 264

The Big Picture of Business – Doing Your Best Work on Deadlines: Mobilizing the Energy for Best Business Success

Strategy Driven

The Business Tree : Growth Strategies and Tactics for Surviving and Thriving. The Business Tree™ has 7 major parts… 5 primary branches, a trunk (6) and the base (7): The business you’re in. Running the business. Business development.

Energy 186

How the Rift Between Sales and Marketing Undermines Reps

Harvard Business Review

It's no secret that sales and marketing executives don't always see eye to eye. In a recent Corporate Executive Board survey, sales executives' top terms for their marketing colleagues included "paper pushers," "academic," and perhaps worst of all, "irrelevant." On the other hand, marketing executives called out their sales counterparts as "simple minded," "cowboys," and flat out "incompetent." Here are four rules Challenger marketing organizations live by: 1.

ROI 17

Coca-Cola's Marketing Shifts from Impressions to Expressions

Harvard Business Review

Now information flows in many directions, consumer touch points have multiplied, and the old, one-size-fits-all approach has given way to precision marketing and one-to-one communications. It has changed my role as CMO at Coca-Cola, and the company's approach to consumer engagement as we work to double our business by 2020. Awareness is fine, but advocacy will take your business to the next level. (I Change management Customers Marketing Social media

Culture by Design: The Essentials

N2Growth Blog

This is established by identifying the support infrastructure needed to keep the culture transformation plan synchronized with the organization’s other strategic elements, including business objectives, goals and market strategies.

3 Ways Marketing Organizations Can Make Data More Actionable - SPONSOR CONTENT FROM GOOGLE ANALYTICS 360 SUITE

Harvard Business Review

Optimizing every customer experience to be useful and engaging at every touch point is a marketing imperative in today’s multi-channel, multi-screen world. Customers demand consistently superb experiences, and CEOs expect marketing executives to deliver them. Read more from Google Analytics 360 Suite: Rethinking Marketing Measurement from the Ground Up. Marketing Analytics Can Improve the Customer Experience.

Starting thought - Define the Outcome to Communicate Effectively


we often get a communications goal (that’s helpful to know but communications should never be an outcome; it’s a means to achieving a business outcome). When we follow-up: “What’s the business outcome you seek?” When we ask about a desired outcome, we want a business objective.

eBook 148

Businesses Don’t Fail – Leaders Do

N2Growth Blog

Why do businesses fail? If you’re willing to strip away all the excuses, explanations, rationalizations, and justifications for business failures, and be really honest in your analysis, you’ll find only one plausible reason - poor leadership.

Brand 380

External Hires May Highlight a People Development Failure

Modern Servant Leader

As a result, there was no way we could develop the necessary skills in people and still meet our business objectives. I’ve hired externally many times in my career. In some instances, it was necessary due to excessive growth or the entry-level nature of a role.

Fix Your Social Media Strategy by Taking It Back to Basics

Harvard Business Review

A recent CMO Survey indicates that marketers plan to double their spending on social media in the next five years. Some articles indicate that stories are an effective marketing and advertising tool. What marketers need is a process that leads to individual solutions.

The flaw with managing ideas

Bernd Geropp

The objective is to motivate employees, and for them to be more creative and to contribute their idea to the company. They are busy all the time with collecting, evaluating and internally marketing the employee ideas. If it does, it will not achieve its intended objective.

Filling Critical Organizational Roles

Coaching Tip

Sad to say, I think many HR executives would tell you that their Training and Development efforts tend to go off in different directions, and aren’t always aligned with the organization’s specific business objectives. Only 4% of U.S.

Leadership Derailers vs. Weaknesses

Great Leadership By Dan

The Center for Creative leadership’s research on executive success and failure identified the significance of “derailers”, and how they differ than just mere weaknesses. They studied leaders who made it to at least the G.M.

The Big Picture of Business: Putting Budgeting Into Perspective, The Bigger Picture of Strategic Planning

Strategy Driven

Frame of reference is everything in business. Different people within the same organization have contrasting views as to the Business They’re Really In. The Business Tree : Growth Strategies and Tactics for Surviving and Thriving. Running the business.

Get More from Your Event Spending

Harvard Business Review

Event marketing is currently a very expensive and sloppy process in most firms because the relevant information is fragmented, difficult to assemble, and the “database” is often a pile of business cards. Marketers can also quantify many traditionally amorphous goals.

CRM 16

Understanding Customers in the Solution Economy

Harvard Business Review

Companies in all varieties of B2B markets have moved beyond selling products and services to offering complete "solutions" to their customers. After all, who would not prefer a "solution" to their business problems rather than simply buying services and products? Customers Marketing

B2B 22

Listen to Your Employees, Not Just Your Customers

Harvard Business Review

Measuring Marketing Insights. Reducing customer churn by even a small amount can add up to a lot in a subscription-based business. Market research Customers Digital ArticleIn 2014, Michael Callahan, then head of customer experience at Hulu, had a mystery on his hands.

Executives and Salespeople Are Misaligned — and the Effects Are Costly

Harvard Business Review

If any or all of these steps are taken without improving the sales team’s understanding of the company’s business objectives, the result is a “ competency trap ”: the salesforce gets better at their routines, but these same routines keep the firm, and its top team, from gaining experience with procedures more relevant to changing market conditions. Sales & Marketing Strategy Digital Article

CRM 13

The Basic Social Media Mistakes Companies Still Make

Harvard Business Review

Over 90% of medium and large businesses have used social media in their marketing for five years or longer. Yet the CMO Survey reveals that nearly half of marketers are unable to show the impact of their social media investments. ” But countless businesses have done just that with social media. Social was an add-on to existing plans — another outlet to deliver the marketing message. The first is to start with social media objectives.

ROI 14

CMOs and CEOs Can Work Better Together

Harvard Business Review

But she also realized that the company needed to develop greater marketing muscle to drive a commercial transformation. As she put it, “Our markets are going through dynamic change. It must be marketing. Marketers need to know where their markets are going and where their customers are going, and then lead the rest of the organization.”. And she put marketing in charge of an organization-wide growth program. Become an active marketer. “So

Volatile, Uncertain, Complex and Ambiguous (VUCA) Business

Coaching Tip

In the volatile, uncertain, complex and ambiguous (VUCA) business landscape expected to continue for 2015, leaders face many challenges , requiring aggressive, sustained talent management strategies to prepare them for success. This report is a breakthrough because it examines specific talent practices that drive financial performance to help organizations prepare their leaders to manage in this new business environment,” stated Rebecca Ray, Ph.D. ,

Don't Let Mobile Apps Get Pushy

Harvard Business Review

Does your brand have a proper mobile channel strategy in place that fits into your brand''s overall business objectives? Innovations in Digital and Mobile Marketing An HBR Insight Center. A Futurist Looks at the Future of Marketing. Advertising Marketing

Brand 16

Dr. Liz Alexander on Thought Leadership

Rajesh Setty

It’s so much easier and quicker – in terms of having something to say that others want or need to hear – to be derivative, to take someone else’s thoughts and market them; to be a re-packager rather than an innovator. LA: Look at the context in which business is operating these days.

3 Common Mistakes That Can Derail Your Team’s Predictive Analytics Efforts

Harvard Business Review

1) Don’t Fall for Buzzwords — Clarify Your Objective. As fashionable as it is, “data science” is not a business objective or a learning objective in and of itself. And the solution is a new way of business that integrates machine learning.

Social Pressure Is a Better Motivator Than Money

Harvard Business Review

If your business objectives aren't linked to employee compensation, it sends a strong message that they aren't a real priority, and motivation is adversely affected. When business objectives are linked to compensation, motivation to drive for results is rarely meaningfully enhanced.

What It Was Like to Be a Manager in Ukraine

Harvard Business Review

In my former position as Managing Director of Philip Morris Ukraine where I was based from January 2012 until February 2015, I was forced to see it as a business crisis that threatened our people, operations, and bottom line.

Your Leadership Development Program Needs an Overhaul

Harvard Business Review

Business is moving too fast. We find that the most forward-thinking companies are identifying and growing leaders in the midst of pursuing critical business objectives, as opposed to sending them off to far-flung educational programs and hoping they return with “big” insights about themselves and the world. Both seek to create an environment where employees can pursue innovative business offerings to address problems that are personally meaningful.

7 Steps to Deliver Better Customer Experiences

Harvard Business Review

Each of these executives offered plenty of ideas when the discussion turned to promotions, social media tactics, and marketing messages. They were happy to maintain the age-old silo between marketing and operations.

Reis 16

How the Best Global Employers Convince Workers to Join and Stay

Harvard Business Review

“ Employer branding ” is no longer simply a concern for recruitment marketing; it is also a key component of effective organizational leadership. If companies can’t attract, engage, and retain the right talent, they’re unlikely to achieve their business objectives. These persona-oriented profiles make it easier to market content to specific target groups, and help you find the right talent.

Brand 13

Design Your Employee Experience as Thoughtfully as You Design Your Customer Experience

Harvard Business Review

Improving customer experience is often a top business priority, but what about employee experience? I’d argue that companies already know how to improve employee experience: All they have to do is apply to their HR practices the principles of customer experience design that their marketing and operations teams probably already use. Most companies organize employees in standard groupings like job title, rank, department, business unit, or geography.

Why Your Social Media Metrics Are a Waste of Time

Harvard Business Review

Note the word "relevant," which refers to recurring sales in your core business. These metrics are valuable because they measure success at your core business. Figuring out whether a number is a vanity metric requires analysis of your particular business.

Ries 22

Stop Operating with a Guild Mindset

Harvard Business Review

Craftsmen allied themselves to essentially create firewalls around their primary competitive offering in the market. Today, the guild mentality persists within companies, where functions such as marketing, sales, finance, IT, human resources and R&D all have their own area of special expertise. Marketing, sales teams and the DSD force itself operate with tremendous coordination to ensure that they are consistently aligned in their business objectives.

The Case for Investing More in People

Harvard Business Review

Managed by Q, a cleaning and office services company in New York City, decided to pay employees higher wages than the prevailing market rate. For too long, business objectives and management philosophies have focused on efficiency over productivity. Steven Moore for HBR. “Productivity isn’t everything, but in the long run it is almost everything,” wrote Paul Krugman more than 20 years ago.

Connecting Unemployed Youth with Organizations That Need Talent

Harvard Business Review

The trend sees big companies such as CVS Health, State Street, and American Express evolving small hiring programs for opportunity youth, driven by corporate social responsibility, into core business strategy (see our study “Hidden Talent: How Smart Companies Are Tapping into Unemployed Youth” ). relies on TWA to teach job readiness and life skills to teens and young adults from low-income communities while also generating proven talent pipeline and business benefits.

The CEO of Kimberly-Clark on Building a Sustainable Company

Harvard Business Review

I also remember a meeting several years later with Mike Duke, who was then head of Wal-Mart’s international business. How is your company integrating sustainability into how you do business every day? Our Brazilian team saw how well it was working there and adapted it for use in their market. We face trade-offs in every area of our business. We use the following criteria: We put our employees and the communities in which we do business first.