Outsourcing Marketing Competence

“You’ve got to be kidding me,” I exclaimed while leading a marketing team on a walk-through of an existing marketing automation system. “The lead nurturing content is wrong, and the landing pages don’t align with the message.” “Where’s the documentation and the process for this?” I asked. “We don’t have any.  A consultant did it.” […]

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Marketing Improvisation Defines Market Success

Product Launch.  Mention that to any savvy marketing person and you’ll likely get an interesting reaction that reflects a blend of euphoria and post traumatic stress disorder. As contemporary marketers, we do many things during the regular season – positioning, branding, demand generation, etc. – but we live for the post season when we bring

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A Complexity Crisis

There are more than 100,000,000 lines of code running over dozens of processors in a contemporary automobile. That programming controls everything from the transmission gear selection to the tail light malfunction indicator. If you’ve ever had an automotive computer problem, you know that it’s an expensive, trial-and-error nightmare. Often, the dealer or repair shop simply

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The Fragile Nature of Brand Equity

As marketers and business leaders, we spend years, if not a lifetime, cultivating our brands. They define who we are and generate an annuity of business and goodwill for decades. That annuity helps grow the value our brand equity. Our customers, by purchase and by proxy, derive benefit from our brands. Go walk into a

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