Leading Blog

APRIL 26, 2016

There’s agile marketing, introduced by thought leaders at CMG. But if you could create a framework in which each of these activities were a vital component leading to a completely new way to compete, then you’d see a significant impact on your revenues, profits and market share. From there, everyone is adopting the concept of “agile.”

Agility 150

Agility Attrition Innovation Market Segmentation 150

Harvard Business Review

MARCH 22, 2017

What makes marketing creative? Is a creative marketer more artist or entrepreneur? Historically, the term “marketing creative” has been associated with the words and pictures that go into ad campaigns. But marketing, like other corporate functions, has become more complex and rigorous.

Creativity 14

Creativity Marketing Agility Budgeting 14

Harvard Business Review

NOVEMBER 4, 2013

Sales teams and marketing teams pursue a common objective: create customer value and drive company results. But sales and marketing don’t always get along. Some tension between sales and marketing is healthy and productive. Sales-marketing tension can stem from differences in marketers’ and sellers’ perspectives.

Marketing 11

Marketing Market Segmentation Short-term Merchandising 11

Harvard Business Review

NOVEMBER 26, 2013

The vast majority of your marketing data, whether from purchases or surveys, tells you about your business customers’ past behaviors. Hughes of Michigan State University and Adam Rapp of the University of Alabama shows that in the wrong hands, competitive intelligence can have a negative impact on sales and market share.

Competitive Intelligence 8

Competitive Intelligence Discount Market Segmentation Tactics 8

Harvard Business Review

MAY 3, 2013

Pizza Hut''s campaign unwittingly shut the door on thousands of customers who were either: 1) people within the target market that the ad alienated (ex: millennials who care about politics more than pizza); or 2) people excluded from the target market altogether (ex: non-Gen Yers). Customer service Customers Marketing'

Market Segmentation 9

Market Segmentation Advertising Marketing Bond 9

Harvard Business Review

SEPTEMBER 19, 2012

He developed a plan to reach a growing market segment, which he billed to his colleagues as "obviously compelling" and the only way to save the company from a "dying past."

Market Segmentation 8

Market Segmentation Film Policies Education 8

Harvard Business Review

AUGUST 30, 2012

So it appointed leaders to run market segments with profit and loss responsibility, and put pressure on them to change the product mix and improve profitability. At Blue Cross Blue Shield of Michigan, tactics such as daily huddles drove immediate wins and helped entrench a culture of empowerment.

Company 8

Company COO CFO Insurance 8