article thumbnail

B2B versus B2C Marketing Adjustments

Coaching Tip

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
article thumbnail

A Refresher on Marketing ROI

Harvard Business Review

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
Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

article thumbnail

How Big Data Brings Marketing and Finance Together

Harvard Business Review

When Raja Rajamannar became CMO of MasterCard Worldwide in 2013, he moved quickly to transform how the credit card giant measures marketing. But the real power and full potential of data was not being fully realized by marketing. As an ingredient brand, Intel often struggled to link marketing to P&L impact. Inside Intel.

Finance 14
article thumbnail

How CMOs Can Get CFOs on Their Side

Harvard Business Review

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
article thumbnail

The Worst Failure of All Is Wasting a Failure

Harvard Business Review

The CEO and CFO responded with, "A failure to hit ROI and NPV targets." The head of R&D remembered it as a failure to properly market the innovation. The Chief Marketing Officer recalled that sales and distribution did not achieve planned market presence. If an innovation initiative failed, ask why.

NPV 16
article thumbnail

How One CMO Revamped Her Role

Harvard Business Review

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
article thumbnail

What If Google Had a Hedge Fund?

Harvard Business Review

Every CEO, CMO, CFO, and business unit leader should ask themselves these questions: If I decided to launch a hedge fund based solely on the data our business generates, what kind of financial opportunities immediately suggest themselves? Ignore Costly Market Data and Rely on Google Instead? BIG DATA INSIGHT CENTER. More >>.

Hedge 15