Study: CEOs Who ‘Get’ Marketing a Boon to CMO and the Business
CMOs drive business results, and so do CEOs who “get” marketing. The “CMO Impact Study,” now in its second year, shows a relationship between better business outcomes and companies with stable, marketing-focused leadership. It also challenges the conventional wisdom that data-driven marketing leaders reign.
How Social Media Influences Consumer Buying Decisions
(The Business Journals, 29.05.15)
Most business owners and marketers have heard the refrain that social media is important. While this is certainly true, we sometimes don’t think about why social media is so valuable.
Are You Married to Your Customer, or Did You Just Have a One-Night Stand?
Talking with a customer experience leader at a high-tech manufacturing firm the other day, we got to talking about how they often find it difficult to understand, classify and develop the different types of relationships that they have with their customers.
How to Take Advantage of the Burgeoning Membership Economy
(Marketing Week, 25.03.15)
The membership economy is on the rise. While subscriptions have long been the norm in sectors such as magazine publishing, they are now becoming commonplace in less obvious markets like groceries. But is it a customer-focused means of generating loyalty and engagement, or just a way to guarantee medium-term sales in competitive and increasingly disrupted markets?
“Never underestimate the power of basic, simple questions.” —Anne Sempowski Ward