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5 Steps for Avoiding Mayhem in Your Digital Transformation

There is a common misconception that digital transformation involves nothing more than acquiring, configuring, and installing new technologies. You just roll out the systems, and the customer experience is miraculously transformed. You just flip a switch and all of your people line up to flawlessly execute your strategy and deliver on the promises of your…

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How Non-Profit Alignment Creates Compelling Donor Experiences

Most nonprofit organizations (NPOs) have separate and distinct marketing and development functions. Historically, this separation of critical activities has been done for good reason – to bring specific focus on building awareness for the mission and driving fundraising. However, there is significant opportunity in closer collaboration.     Not only are these two functional areas…

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Insights: Striking the Right Balance Between Marketing & Fundraising

Most nonprofit organizations (NPOs) have separate and distinct marketing and development functions. That is done for good reason, but there is opportunity in closer collaboration.    Not only are these two functional areas aligned in service to the key audiences and supporters of the organization, they both are employing similar tactics to understand the needs…

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MaaS: Marketing as a Service

Marketing Resource Management (MRM) and Multichannel Campaign Management (MCM) platforms such as Aprimo have really taken off in the past few years, becoming a top-of-mind want-if not need-for a growing number of large and medium sized corporate marketing departments.           MaaS    

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7 Transformations for Marketing Sales and Service

The rapid evolution of information technology is changing the ways that we connect, communicate, and collaborate, both as individuals and as enterprises. The convergent waves of consumer technology, mobility, social media, cloud computing, and “big data” are reshaping how companies go to market, make sales, and serve customers. These technologies are also reshaping how customers interact…

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Social Innovation

Social media and social technologies have already had a transformational impact on business models across many industries. Now, Market leaders are moving to weave “social” into their innovation capabilities. True “social innovation” goes well beyond customer engagement and ideation, it requires a coordinated, cross functional team to source socially generated innovation, to evaluate, scale and…

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The Changing Role of Marketing Executives

In today’s business environment of tightening budgets and rigorous attention to measurable realists, the expectations of marketing leaders and organizations to “raise their game” has never been higher.  How well are companies responding to these changing expectations? Are marketing groups on the same page as other departments in the organization?          …

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From Campaign to Conversations

The days of campaign oriented thinking-the traditional approach to “start-stop-measure-tweak-repeat” -are over. Today, the marketers wanting to effectively build brands and drive revenue growth must facilitate a continuous, meaningful conversation with their target audience or they risk becoming irrelevant.           From Campaigns to Conversations  

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From Brand to Reputation

This power and ubiquity of todays social media has the potential to put your brand at risk and make your firm’s reputation vulnerable to rumors and viral misinformation. So, how do you manage a brand in a world where so many of the success variables are no longer in the company’s control?      …

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A 10 Step Cure for Fragmented Marketing

Fragmentation is a serious structural issue that if left unaddressed can become an insurmountable barrier to achieving high performance.  It leads to duplication of resources, continuous reinventing of the wheel, inconsistent and incorrect branding and messaging, disjointed processes and lack of connection to the corporate mission.           a-10-step-cure-for-fragmented-marketing  

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The Science Behind TopRight Companies

Marketing, which represents all the work between developing a new product and getting it sold, has been searching for a structured set of processes that could fill the gap.             the-science-behind-topright-companies  

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Plug Marketing Into the Enterprise

Say the word “marketing” to a lay person and you are likely to elicit thoughts of commercials, catchy jingles and celebrity endorsers pitching new and improved products and services to customers.             plug-marketing-into-enterprise  

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