Is it time for a fresh start?

By Jennifer Polk | January 17, 2018

There used to be a sense of pride and accomplishment that came with saying your brand was 100, 50 or even 25 years old. Now touting those milestones runs afoul of consumer behavior, which seems to gravitate toward disruptors. Show your…


Solving the Distributed Social Marketing Dilemma

By Jennifer Polk | January 12, 2018

92 By the time I left a well-known big box retailer in Spring 2011, there were at least 92 people throughout the company who had “social marketing” somewhere in their title or job description. As Director of Social Marketing, in…


10 Lessons Marketers Can Learn from the Circus

By Jennifer Polk | January 02, 2018

Over the holidays, my family and I saw The Greatest Showman, the story of the legendary P.T. Barnum, the founding of what would become Barnum & Bailey’s circus—which most would consider the greatest show on earth—and perhaps the beginning of…


Marketing Must Stop before the Start of 2018

By Jennifer Polk | December 04, 2017

Gartner’s 2017 research shows a connected thread between marketers’ strategy, spending and organizational structures. All roads lead to the customer, from customer experience as a strategic priority to customer data and CX innovation as key areas of spend to customer-centricity as one…


Ask Five Questions Before You Innovate

By Jennifer Polk | October 27, 2017

Digital marketers find themselves at the front lines of innovation for a variety of reasons. The rise of digital marketing positioned marketing leaders who embraced digital as change agents. Then, digital marketing gave way to digital business transformation, and those…


Debunking Three Common Myths about Personalization

By Jennifer Polk | September 29, 2017

Personalization is quickly becoming one of the leading techniques in customer marketing. But it isn’t easy, or easily understood. In fact, there’s hype surrounding personalization, from software providers promising double-digit growth to marketing departments drowning in customer data. Here we…


Why CMO Don’t Want to be the CEO

By Jennifer Polk | September 21, 2017

“If everything is important, then nothing is.”              Patrick Lencioni The scope of nearly every role, not just marketing, is expanding in all different directions. Even the janitor is tasked with more than sweeping up. They’re also expected to recommend more…


Back to Basics: Branding Remains at the Core of Marketing

By Jennifer Polk | September 13, 2017

Marketing leaders are facing tremendous “scope creep” in terms of the span of their roles and the responsibilities of the marketing organization. Gartner’s 2017 CMO Strategy Survey shows CMO and marketing executives are taking on greater accountability for the end-to-end…