Demystifying the Marketing Budget Decision
In many B2B companies, the marketing budgeting process goes something like this: Around September or October, the head of marketing (and every other department head) receives a copy of the...
Profit Center Marketing
Shouldn’t all Marketing Programs Generate a Return? From Cost to Profit Center Marketing
Making the move from cost to profit center marketing is not an overnight switch, it’s a journey. In this post I’ll define the various stages of a typical B2B marketing...
Topics: Featured, Profit Center Marketing
What Is Fractional Marketing and Why Is It Ideal for Middle Market Companies?
What do you picture when you close your eyes and say, “marketing function?” If you’re like most, you picture people – whole human beings – working either alone or in...
[VIDEO] How to Measure Fractional CMO Services
When we’re building a new growth marketing program, we treat it as a machine that we’re building over time, piece by piece. We build blogs, content, case studies, web pages,...
Should My Organization Outsource Marketing?
This is a big question a lot of CEOs face when growing their company. As a business owner or leader, deciding to outsource marketing is probably something you need an...
How to Build A Strategic Marketing Plan. Part 2: Focusing Your Marketing Approach
Motivational speakers often tell us to “Think Big.” The same mantra can be useful in successful marketing. You may be surprised, however, that this second blog on strategic marketing planning...
Aligning Sales and Marketing Strategies in a Hurry
Your 2020 revenue projections are obsolete. Regardless of whether the business impacts of COVID-19 on the B2B sales profession are short-term or long-term, you need to work toward (virtually) aligning...
How to Build A Strategic Marketing Plan. Part 1: Building the Foundation
If someone told you they were building their home over a swamp or sinkhole, would you stop them? I hope so. It’s too shaky a foundation for long-term success. However,...
The Seven-Step Process for Strategic Marketing Planning
A brilliant business plan does not a magnificent marketing plan make. Too often organizations leap from a solid idea of their product or service to doing marketing. This leads to...
How to Turn Marketing into a Profit Center
Consider these results: a five-fold revenue increase over three years, a 60% increase in ROI for TV advertising investment, saving 15% on marketing while increasing revenue by 1%. Sounds promising...