Coaching Tip

SEPTEMBER 30, 2011

One of the biggest differences between B2B and B2C worlds is marketing. Many successful marketing leaders have a difficult time making the required adjustments to be successful. . While the fundamentals of marketing are universal , there are three key factors that require different applications of these fundamentals. They are:

B2C 95

B2C B2B Marketing CIO 95

Harvard Business Review

JULY 25, 2017

Companies spend a lot on marketing communications. And more fundamentally, does marketing actually work? Marketing ROI analysis can help answer those questions. What is Marketing ROI, and How Do Companies Use It? Comparing marketing efficiency with competitors. Juan Díaz-Faes for HBR.

ROI 8

ROI Marketing Marketing Mix Short-term 8

Harvard Business Review

APRIL 19, 2011

Sebell (mark@creativerealities.com), who are managing partners at Creative Realities, Inc. a Boston-based innovation management collaborative. In interviews with a dozen senior managers from a large company, two particular failures came up over and over again. Create a knowledge management system.

NPV 16

NPV ROI CFO Consensus 16

Harvard Business Review

NOVEMBER 25, 2013

Marketing is in the midst of an ROI revolution. The arrival of advanced analytics and plentiful data have allowed marketers to demonstrate return on investment with a degree of precision that’s never been possible before. To date, however, the reality of marketing analytics has fallen short of the promise.

CFO 8

CFO Short-term Long-term Benchmarking 8

Harvard Business Review

OCTOBER 3, 2018

About 30 minutes prior to her weekly one-on-one with the CEO, the chief marketing officer at a multibillion global financial services firm received a cryptic email from him with the subject line “The Trouble with CMOs.” Finally, the CMO began insisting that marketing deliver greater financial accountability.

CFO 8

CFO CEO Agility Marketing 8

Harvard Business Review

SEPTEMBER 28, 2012

Google may not have a hedge fund, but it's unlikely that high IQ hedge funds aren't using Google's data to better manage their own situational awareness and risk. Ignore Costly Market Data and Rely on Google Instead? An HBR Management Puzzle. BIG DATA INSIGHT CENTER. Can You Live Without a Data Scientist? More >>.

Hedge 15

Hedge Core Competence CFO ROI 15

Harvard Business Review

JANUARY 28, 2015

As Jo Coombs, Managing Director at OgilvyOne, London, observes, “I don’t think it can just be one or the other. Rather than measuring marketing KPIs or operations KPIs, focus instead on the more customer-oriented journey KPIs, such as lifetime margin. This is like treating a symptom without bothering to find the cure.

COO 8

COO Planning Metrics Call Center 8