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Laura McLellan

Former Research VP

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

April 24, 2015 | 0 Comments

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 Business Objectives When we speak with clients about organizing the marketing function for success in… Read More

Marketing’s Role in Strategic Planning for Digital Ecosystems

February 6, 2015 | 0 Comments

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 in deep trouble. While some digital marketers recognize this, not all do, nor have all… Read More

Auld Lang Syne for Marketing Technologists

December 23, 2014 | 0 Comments

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. The Scottish song “Auld Lang Syne” , which can be translated to “days gone by”,… Read More

5 Predictions for Marketing in 2016

December 12, 2014 | 0 Comments

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 the self-serving or just plain silly ones is at least a day’s effort for you.… Read More

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

October 17, 2014 | 0 Comments

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 has at one time or another proclaimed the “next big thing” you need to pay attention… Read More

The Resurgence of Strategic Alliance Managers

September 12, 2014 | 1 Comment

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 steps take place varies widely by company – chief strategy officers’ team, CFO’s team, CMO’s… Read More

Five Reasons CMO Alliances With C-Suite Peers Fail, Part 1

July 25, 2014 | 0 Comments

In five alliterative words, the reasons for failure can be categorized as focus, fit, feasibility, function and financial.  “Collaborate or die” may be an over-exaggeration, but as companies grasp the magnitude of change necessary to survive and thrive in the world of digital business, the most successful understand the need for cooperation between executives.  CMOs… Read More

Marketers Should Love Their New Reality – P+L Responsibility

July 10, 2014 | 0 Comments

Every day we read about the changing role of the CMO and their increased responsibilities and impact on the business.  But nothing says marketing has successfully morphed as much as its responsibility from a cost center to a P&L.  Once a function has P&L responsibility, it has no choice but to deliver – to meet measurable… Read More

Marketing Organization Will Continue As a Perpetually Unfinished Work In Progress

June 20, 2014 | 0 Comments

Last fall I added a garage to my house. That set a chain of events in motion that caused major changes to the landscaping around my family home.  It irrevocably changed when oak and pine trees came down, a bulldozer dug up the back yard for a new septic system, 40-year old rhododendrons and a… Read More

Marketing’s Voracious Appetite for Innovation

May 23, 2014 | 0 Comments

In case you had any doubt that marketers are hungry for innovation, consider these three points.  First, Unilever announced the launch today of its “Unilever Foundry” program  – open to marketing start-ups working across areas including digital, content, social and mobile.  Not run by central marketing, as its existing Go Global Incubator program  is, the new program… Read More