Research Areas

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Richard Fouts

Former Research VP

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Do We Really Need all These People? When Less is More.

By Richard Fouts | July 02, 2015

Years ago, when I conducted a community chorus I asked (during a budget meeting), “Do we really need all these musicians?”  One of the things this role taught me was how to manage on a shoestring. I actually found it…

Ode to Simplicity

By Richard Fouts | July 01, 2015

This is a guest post from Anna Maria Virzi, one of Gartner’s foremost content marketers. Anna Maria also writes about travel and food at her blog (she is, after all, Italian). When I started researching the less-is-more movement in marketing,…

Make measurement a team sport

By Richard Fouts | June 30, 2015

No single organization owns the intense competitive battlefield we call customer experience. Though marketing is best equipped to take the lead in competing on experience, it also requires the intense cooperation of other business functions such as sales and service.…

What marketers can learn from the US Navy Seals

By Richard Fouts | June 28, 2015

By now, every marketer has toyed with (or has subscribed) to agile marketing which argues for the frequent measurement of vigorously prioritized, small, time-bound activities.  By launching and learning in smaller chunks we avoid the trappings and risk of big bang…

Should you redesign the marketing organization?

By Richard Fouts | June 23, 2015

There will come a time in every marketing executive’s life to reassess the design of the marketing organization. Several events can trigger this decision. A change in business strategy; for example a decision to derive the bulk of your revenue…

Why Tell Stories?

By Richard Fouts | June 04, 2015

Marketing and human memory are close cousins. Memory, after all, is the crux of brand awareness. Buyers that remember you are the same ones that think about you when it comes time to buy. This is where storytelling comes in.…