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Spanning Silos: The New CMO Imperative - David A. Aaker. The consumer decision journey. If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions. That’s why consumer electronics companies make sure not only that customers see their televisions in stores but also that those televisions display vivid high-definition pictures.

It’s why Amazon.com, a decade ago, began offering targeted product recommendations to consumers already logged in and ready to buy. And it explains P&G’s decision, long ago, to produce radio and then TV programs to reach the audiences most likely to buy its products—hence, the term “soap opera.” Another take on why online advertising is ineffective. Chris Anderson of TED fame provides some fresh ideas and metaphors as to why online advertising is ineffective in a 30- minute video.

Another take on why online advertising is ineffective

And it is ineffective. He noted that the advertising value associated with one hour of an Internet user’s time is less than $.10 and one third of that goes to Google. This number is low even compared to the challenged performance of television which comes to $.25 and print which is $1.00. It gets worse. AIDA The Awareness Fallacy. Changing Dynamics – The Rise of New B2B Marketing Funnel. This post was first published in DemandGen Report It has always been Sales that is responsible for the revenue, measuring how leads move from one stage to the other, with the ‘Funnel’ as the foundation.

Changing Dynamics – The Rise of New B2B Marketing Funnel

This ‘Funnel Diagram’ over time, has been recreated and modified in different forms to enable a better understanding of the conversion process. Primarily, the Funnel signifies the ratio of effort versus results. It is a measure of investment versus return, but it also defines the stages and processes involved in this journey of effort converting to results. B2B Marketing: Where does the Funnel begin? In a previous post I described how B2B Marketing professionals today view online marketing, employing the 4Cs: Campaign, Customer, Channel, and Customer.

B2B Marketing: Where does the Funnel begin?

For this new content-driven strategy to function properly, a Marketing Automation system is essential, as it automates many of the labor-intensive tasks associated with deploying multi-channel campaigns and other outbound marketing tasks. Since customers are able to find your content via different channels (twitter, google search, PPC ads, linkedin, youtube, etc…), it is paramount to include inbound marketing whenever we discuss the marketing and sales funnel: Closing the Marketing Capabilities Gap - Paper by George S. Day by Sören Kleinegräber on Prezi. What Do Changes in the C-Suite Mean for Marketers' Future? A shakeup is taking place in the C-suite.

What Do Changes in the C-Suite Mean for Marketers' Future?

It happens every time a game-changing disruption occurs in the marketplace. Companies are introducing several new C-level positions: the chief customer officer, chief experience officer, chief design officer, chief innovation officer, chief insight officer, chief analytics officer, and chief digital officer. The threads running through all those new positions are a piercing focus on customers, the imperative for companies to distinguish themselves on basis of their customer experience, and a desire to better understand current, emerging, and future demands to fuel innovation. Those new C-level positions also reflect senior managers' conviction that those tasks require organizational capabilities beyond that of today's marketing departments. Chief Customer Officer (CCO) Senior managers with extensive experience that span operations, quality control, marketing, and information systems are filling those roles. Chief Design Officer (CDO) Us_consulting_markettransformation_101011.

Marketing capabilities - Lilly. Marketing often shapes the face of Lilly.

Marketing capabilities - Lilly

We combine fresh ideas with Lilly’s brand equity to take us to the next level of pharmaceutical business. The Four New Ps of Marketing. Capabilities Demystified – Part 1. Defining Business Capabilities Business capabilities have quickly become the core element of most business architecture models.

Capabilities Demystified – Part 1

Their appeal is largely driven by three factors. First, business leaders at all levels find capabilities an appealing and useful way to think about growing their organization’s impact. Second, capabilities are versatile, easily applied to high level strategic activities such as scenario planning or outsourcing investigations as well as lower level operational analysis. The Business Architect. The Business Capability Manager I am excited about Accelare’s new software product: The Capability Manager.

The Business Architect

Accelare has announced the general availability of the WhatFirst™ Capability Manager, a new tool for creating and managing business capability models, built on the Microsoft SharePoint 2013 platform. The Difference Between a Strategy, a Plan, and a Process. I received a great question at an IP strategy training course I taught.

The Difference Between a Strategy, a Plan, and a Process

Marketing Transformation: Building Breakthrough Marketing Capabilities. 5 steps to shirting marketing capabilities. Marketing-Metrics-thatMatter-Metrics. Market Research - Little Data vs. Big Data: Nine Types of Data and How They Should Be Used. You are not feeling well, so you visit your friendly family doctor.

Market Research - Little Data vs. Big Data: Nine Types of Data and How They Should Be Used

He puts you in a new electronic scanner and generates 28 trillion measurements of your temperature all over the surface of your body.