It’s time to decide how you will spend your digital marketing budget for 2016. We’ve created a 5 step process to guide you on your adventure in budgeting.
Tim Storer, CEO of Distribion, discusses the challenges of local marketing in an interview with LIMRA MarketFacts Quarterly.
There are 3 main resources that marketing leaders need to evaluate as they begin the 2015 Adventure in Budgeting. In this article, we will explore the 1st area of focus, “Talent,” to evaluate your current team and identify expertise gaps and performance scope expectations.
Although 2011 has been a good year compared to the last two, most sales and marketing organizations still face many challenges including the lingering economic downturn, a hyper competitive business landscape, and rising customer expectations. Add in the complexity that comes with multi-channel communications and complying with burgeoning regulatory requirements, and it’s easy to see why a formal marketing strategy isn’t a luxury. The Aberdeen Group wrote it its report Sales & Marketing Alignment: Collaboration + Cooperation = Peak Performance that common goal identification, defined responsibilities, and established workflows for sales and marketing are essential for competitive survival. During the planning and Read More
The year is half over, and that means it’s time for many of us to start building the business case for 2012 marketing spending. If you want to get management approval to buy a technology solution for your multi-channel marketing organization, start by looking at the purchase from your CEO or CFO’s perspective. Nothing you can say will make a CEO or CFO happier than hearing about the areas in the marketing process where you can reduce program costs while increasing ROI. So structure your business case in language that makes sense to your audience. Start by showing them just how Read More
Social Media Today just published a list of the 10 Most Common Oversights in Digital Marketing. It’s an interesting list of common mistakes marketers make in social media. One of the ten (#8) jumps out at anyone who’s ever managed a multi-channel marketing campaign in a distributed marketing organization: Settling for mediocrity: In the age of superior technology and unprecedented connectivity, settling for mediocrity is a crime. What a powerful indictment of “business as usual”! Maybe it isn’t a crime, but failing to harness the right technology is certainly responsible for lost opportunities, increased costs, and slower time to market for many companies. Forrester Read More
Long, long ago, in a business model that has now been relegated to the history texts, lead generation meant finding the name, address, and phone number of someone who could be added to a mailing list, or identifying a homeowner who would open the door to a salesman. Once you had the name and address, you simply began sending marketing messages to them. Now, according to Wikipedia, lead generation is a marketing term that refers to the creation or generation of prospective consumer interest or inquiry into the products or services of a business. Notice that the definition doesn’t talk Read More
Sales enablement is the delivery of the right information to the right person in the right format to assist in moving sales opportunities forward. Sounds pretty simple, right? It isn’t. Assembling the right sales message is a complex process in a large distributed marketing organization — especially in regulated industries. Four or five distinct processes and roles are involved, and without clear planning and a smooth process built on a technology platform designed to streamline the process, it can seem nearly impossible. Marketing creates the information. Management (legal, compliance, HR) reviews it. Marketing publishes it (through a sales portal, Read More
Marketing is dead. Before rejecting the idea, think again. The truth is that only a tiny fraction of a marketer’s time is actually spent on marketing – that is, on creating demand for a product or service, shaping the brand, and supporting sales. How is that possible? Just look at the number of communications channels a marketer has to manage in today’s multi-channel world – and add to each communications channel the necessity for planning and budgeting, delivering or implementing, tracking and reporting on each one. Add managing the process of distributing marketing and sales support materials in an indirect Read More
How many times have you heard comments like this from sales people? Marketing never gives us the right information we need to close the deal. We have to spend hours and hours creating our own customized content to sell effectively. It takes too long to find the right information and get permission to customize it for our prospects. Chances are you’ve heard those complaints just about as often as you’ve heard the opposite coming from the corporate marketing department. Sales never uses the approved materials and the brand is compromised because of inconsistent messages. We have to spend hours and Read More