Category archive for: Strategic Planning

Should You Launch an Internal Startup?

April 3rd, 2014 | No Comments

Gartner expects digital business disruption to heat up over the next 2 to 3 years. If your organization’s legacy model is being aggressively challenged by nimble startups – you need to act now. But, you can’t summarily abandon your legacy business model … ….in favor of one altered for a digital world, overnight (although many… Read More

The #1 Driver of Loyalty You Don’t Know About

March 6th, 2014 | 2 Comments

Simplicity.   The mere sound of the word is musical. Listen to your buyers. If there’s one thing people don’t need in a world of sensory overload, it’s complexity, a sentiment that rings loudly in a survey conducted by IBM’s Institute of Business Value. Consumers say in the study that marketers try too hard to engage… Read More

The Mother of All Marketing Metrics

December 10th, 2013 | 5 Comments

Jack says, “Hey, how are things in marketing?”  Jill responds, “YOY revenue up 6%. Listen to the earnings call.” Jack walks away, secure that marketing is having an impact on revenue. Sure it is; but revenue as the ultimate marketing metric  Is a rear view metric. It analyzes what occured in the past Can lead… Read More

Is the Customer Always Right? (psst! …it depends…)

December 9th, 2013 | 2 Comments

Whoever said “the customer is always right” forgot to include  … depending on his or her value. This week I asked a client to conduct some quick-and-dirty sales analysis; she found that a whopping 8% of her customers contribute 93% of her revenue. Yet – her direct sales forces responds to every customer demand the… Read More

Is My Toothbrush a Wearable Computer?

December 3rd, 2013 | 4 Comments

Now that there are more non-human devices connected to the Internet than people, the Internet of Things rivals the Internet of People.  As these things transmit usage data, it opens up a goldmine of opportunity for digital marketers. In fact, one of our recent Gartner predictions highlighted the coming revenue influence originating from wearable computing. … Read More

Who Really Makes Digital Transformation Decisions?

June 19th, 2013 | No Comments

More proof why customers rule in the digital age. If you’ve ever participated in consulting engagements with management consulting firms (either as a seller or buyer) you know that transformation initiatives are pretty much led by what is good for the business. I remember during my tenure at Hewlett Packard when we hired McKinsey to… Read More

Why digital marketing is a tactic, not a strategy

April 10th, 2012 | 10 Comments

I continue to see job openings for head of digital strategy; I get calls from clients inquiring “what should my digital strategy be?” I see piece after piece talking about digital strategy, social media strategy, mobile strategy. Folks, I’m here to tell you digital marketing is a tactic. Social media is a tactic. Mobile is… Read More

When Digital Marketers Should Consider a 12-Step Program

April 24th, 2011 | 2 Comments

Take  a look at this list of career opportunities at a major consulting firm: Our organization is looking for experienced professionals in: –          Paid Search –          SEO/SEM –          Marketing Analytics (SAS) –          Digital Marketing and Advertising –          Digital Brand Strategy & Transformation –          Interactive Account Management –          Web Analytics –          Social Media Implementations –          Mobile Product… Read More