role of marketing

A Perscription For Marketers

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Evangelism, Transparency, and Integrity in the blogosphere

by: Karl Long

I was just reading a post on Scoblizer where Robert is talking about the iPhone price drop and in the middle of the post I came across this statement:

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Presentation: Thoughts on Marketing Accountability

by: Alain Thys

In the 20 years I've been in business, keeping score has been simple.  When I hit double-digit growth and profit numbers for Mexx or Reebok ... times were good. When my dot-com incubator imploded ... times were bad.  Yet for the years I've had "marketer" on my business card, I've never been able to figure out whether the near € 100 million I've helped burn, really made a difference.  And that bothers me.

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Social Gestures, Objects, and Equity

by: Karl Long

Hugh over at gapingvoid raises the interesting point that even though the market for companies to create and deliver one way “messages” is dissapearing, demand for PR, marketing, and advertising professionals is growing. The question is now that we don’t control the “message” what are we doing?

To quote Hugh:

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The Five Stages of Marketing Accountability

by: Jon Miller

The five stages of Marketing Accountability are:

1. Denial

"Marketing is an art, not a science. It can't be measured. The results will come, trust me!"

At first, the CMO may deny the need to be accountable for results. Becoming stuck in this stage often leads to Marketing's isolation from other departments and executives.

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7 Strategies To Building Sales-Marketing Alignment

by: Jon Miller

As buyers take more control over their buying processes, building alignment between Sales and Marketing teams is now more important than ever. Yet despite the fact that they are pursuing common objectives (growth and revenue), Sales and Marketing all too often suffer an antagonistic relationship. Why can’t we all just get along?

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Marketing and the Placebo Effect

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80% of Your New Customers Think They Found You

by: Jon Miller

According to MarketingSherpa’s Business Technology Marketing Benchmark Guide 2007-08, 80% of decision makers who made a technology purchase believe that they found the vendor – as opposed to the vendor targeting them.

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“Value”, “Value”, “Value”– the Most Vague and Over-Used Word in Marketing

By: Chris Lawer

Everyday, marketers, product developers, managers, all business-people in fact talk about “value”. In fact, I reckon it is probably the most popular – yet at the same time, most misunderstood - word used in everyday business conversation.

(Quick “non-empirical test” using Google: Value – 776 million hits, Customer – 583 million hits, “A Definition of Value” – 606 hits!)

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Are You a CMO or a VP of Marketing?

by: Jon Miller

What's the fundamental difference between a Chief Marketing Officer and a VP of Marketing? It's not a question of experience or organizational size, and it doesn't matter what your business card says (mine says VP Marketing). It's a question of how you act, the extent and scope of your responsibility, and how you are perceived by the organization.

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