Marketing Governance

whole slideshow is worth taking a look at.

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Weve got two suveys for you today. The first is by the Lenskold/Pedowitz group they have devised a way to measure your Revenue Marketing Index (RMI) score. Based on your use of metrics, marketing automation and marketing ROI capabilities, you’ll find out if you are at the basic, advanced or leader level as a Traditional Marketer, Lead Gen Marketer, Demand Gen Marketer or Revenue Marketer. Once you complete the questions, you’ll receive a score as well as a list of recommended actions to move you to the next level. Read More

Bloomberg Businessweek Research Services study conducted earlier this year among 930 businesses across the globe in various industries, found that only one in four organizations believes its use of business analytics has been very effective in helping to make decisions. Even though more than half of the companies in the survey said that they rely heavily on data and metrics when making decisions, many admitted that intuition and business experience still tip the scale when it comes to decision-making. Read More

is the emphasis on ROI actually hurting Marketing? The article is based on an interview with Menno Lijkendijk, director of the Dutch B2B marketing company Milestone Marketing, ‘Can the focus on ROI create problems?’, Lijkendijk was asked. It is a topic which has my full attention.

Let’s start with my short answer: no, the focus on ROI is not hurting Marketing. But the wrong ROI focus is likely to create problems, and no focus on ROI will definitely create problems.

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Businesses rely on solid marketing strategies to boost sales—yet the tools used to evaluate these strategies often provide misleading results, leaving managers with the inability to accurately measure how they can get the best bang for their marketing buck, according to an article by Dina Gerdeman. Find a shortened version of the article below.

Thomas J. Steenburgh, associate professor at Harvard Business School, has developed a new analytical tool that more accurately measures the effectiveness of various marketing efforts. Steenburgh and his co-authors Qiang Liu and Sachin Gupta believe that the model could help brand managers determine which marketing strategies work best to invest in. Read More

Same, same but different. Understanding the theoretical difference between efficiency and effectiveness, which in marketing practice seem to be so intertwined, is an important element to grasp to utilize the full potential of Operational Marketing Excellence. Not making a clear split between the two is the main cause why so many Operational Marketing Excellence projects have floating, then drifting and sometimes even sinking objectives. Read More