Marketing Measurement Is As Much About Organization As It Is Analytics And Tools

By Laura McLellan | April 24, 2015

No one debates the importance of measuring marketing effectiveness in terms of business outcomes. But the approach taken often fails to take into account the people and process changes required, both inside and external to the marketing function. Start With…


Marketing’s Role in Strategic Planning for Digital Ecosystems

By Laura McLellan | February 06, 2015

Three unrelated incidents came together today for me into an “aha” moment. Companies that aren’t at least seriously planning for, and at best putting people, process and technology into place to pilot data-driven (not relationship-driven) digital ecosystems/marketplaces/alliances, may already be…


Auld Lang Syne for Marketing Technologists

By Laura McLellan | December 23, 2014

Something about the end of the year makes me look back – I think of it as literally and figuratively “cleaning house” before the new year. Going through files today, I noticed a disproportionate number of them about marketing technologists.…


5 Predictions for Marketing in 2016

By Laura McLellan | December 12, 2014

No, that’s not a typo in the title – these are predictions for marketing in 2016. There are plenty of articles and blogs predicting what will happen in marketing in 2015. Wading through them and gleaning the valuable predictions from…


10 Proof Points – Why Customer Experience Is the Next Big Thing

By Laura McLellan | October 17, 2014

If you’re bombarded as much as most marketers are with pushed content, then you’re probably skeptical of one more claim for the “next big thing”. Every marketing technology and service provider, every specialized association and publication, and every “independent” pundit…


The Resurgence of Strategic Alliance Managers

By Laura McLellan | September 12, 2014

The digital economy is causing unlikely corporate bedfellows to hook up. Someone has to explore, negotiate, and manage those expanding channel relationships so they create seamless and positive customer experiences to produce profitable results for both parties.  Where the early…