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Validate, learn and discover with fresh digital perspectives from successful marketing leaders.

Laura McLellan

Former Research VP

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

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…

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Marketing’s Role in Strategic Planning for Digital Ecosystems

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…

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Auld Lang Syne for Marketing Technologists

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.…

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5 Predictions for Marketing in 2016

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…

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

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…

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The Resurgence of Strategic Alliance Managers

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…

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

Laura McLellan | July 25, 2014

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…

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Marketers Should Love Their New Reality – P+L Responsibility

Laura McLellan | July 10, 2014

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…

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Marketing Organization Will Continue As a Perpetually Unfinished Work In Progress

Laura McLellan | June 20, 2014

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…

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Marketing’s Voracious Appetite for Innovation

Laura McLellan | May 23, 2014

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.…

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