How to motivate your employees to use analytic insights

ARTICLE BY DR. KOEN POWELS Marketing measurement, accountability, analytics and dashboards are priorities in the toolkit of the successful Chief Marketing Officer. The pressure from the top is strong: prove your marketing is working, give us higher profits with lower budgets, show us the opportunities for profitable growth. Many companies have developed marketing analytic dashboardsContinue reading “How to motivate your employees to use analytic insights”

Future CMO Commercial Community Introduction

The goal for Future CMO Commercial Community is to create a network of highly capable individuals who can act as supertemps or highly advanced specialists who can act as catalysts for customer centric, marketing and organic growth driven strategic and operational transformation for their clients. Below,  there are directions and requirements for those who wouldContinue reading “Future CMO Commercial Community Introduction”

Paradigm shifts in Marketing 2014

I believe that in 2014 corporate management and board take action and set new requirements for marketing. This has already been the trend for some time, but I believe that in 2014 a tornado hits marketing function in large-scale. I wish you could give your opinion on these. Please, if you disagree or notice thatContinue reading “Paradigm shifts in Marketing 2014”

Fjord’s and Accenture’s “Trends impacting Service Design in 2014”

This is a great report about the changes and developments in the digital arena. Enjoy 🙂 Fjord 2014 Trends from Fjord

CMO´s were hit by Tornado

Marketing departments in many companies are currently losing their importance and budgets. The world of commerce and marketing is truly in great turbulence right now.. Tornado really. The change is like force of nature and it is so fierce, because several megatrends are colliding simultaneously: Customer Experience design and metrics mania (NPS) Corporate Identity asContinue reading “CMO´s were hit by Tornado”

Organizing Marketing for Success: CIO-CMO collaboration

Forrester Research and Forbes made a study and article about CIO-CMO collaboration: “Why The Most Important C-Suite Relationship For Marketers Is Still The Trickiest” The article concentrate on the challenges and approaches to enable and enhance collaboration and how to create common ground and language between the two very different specialist areas. I did agreeContinue reading “Organizing Marketing for Success: CIO-CMO collaboration”

Service Designing Marketing

Service Design is a ground breaking methodological shift towards customer centered business development. I can’t underline enough how important this new dicipline is in creating  completely new and very influential business models. Service Design should also be used in marketing just as effectively. In my opinion, marketing should evolve in to such direction where weContinue reading “Service Designing Marketing”

Beyond HBR’s “truth about customer experience”

Harward Business Review just published a great article about Customer Experience and Journey. See here. The main point of the article is, that managing single touchpoint engagements doesn’t provide sufficient customer experience. My advice is: Don’t design just touchpoints – Design chain of events, proactive and reactive. Development and measurement is often done engagement byContinue reading “Beyond HBR’s “truth about customer experience””

Marketing has an identity crisis – Blue Ocean dashboard

I just found Dr. Rod King’s Blue Ocean dashboard and process tools from SlideShare today and thought about how necessary it is to understand the whole value creation process in order to manage brand effectively. The number one branding responsible inside the company is actually the CEO, as he is often the only person inContinue reading “Marketing has an identity crisis – Blue Ocean dashboard”

Management Tools & Trends 2013 – Bain & Company

The Bain article is very good read indeed.The full article and report as a PDF are available here The results of the recently revealed 2013 survey show that the world’s top five management tools are: Strategic Planning Customer Relationship Management Employee Engagement Surveys Benchmarking Balanced Scorecard The differences between market areas are clear, do toContinue reading “Management Tools & Trends 2013 – Bain & Company”