Marketing


Mar

31

2014

Transitioning from Selling to Marketing

Contributed by Robert M. Donnelly. Every business starts with a solution to a problem by an entrepreneur. Entrepreneurs by nature are great salesman as they are selling their solution with a passion. The Evolution of Growing Firms However, there comes a time in the evolution of every company when they have to transition from selling to marketing. Selling is asking for the order, while marketing is...

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Jan

04

2014
Is Your Sales Funnel Misleading You?

Is Your Sales Funnel Misleading You?

Contributed by Charles Besondy One thing Marketing and Sales managers can agree on is that it is extremely helpful to represent the lead process as a sales funnel (or pipeline) consisting of stages and conversion rates. Managers can (and do) fall victim to this tool if they aren’t careful, however. The old adage about “garbage in – garbage out” applies as well to funnels as...

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Oct

29

2013

The Marketing Budget, How to Invest Strategically

Contributed by Eric Lundbohm Each and every year we go through the budgeting process.  Marketing’s part in that process is often significant, as a large percentage of the “discretionary” budget belongs to marketing, earmarked for trade shows, out bound campaigns, advertising, etc.  We plan the budget, execute marketing throughout the year and review results at the end.  Then we start the process over again. How...

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Aug

27

2013

Customer Lifetime Value: A Framework for Assessing Marketing Resource Allocations

[ezcol_2third] Contributed by Ivan Ruzic, Ph.D. ­­­­­­­­­­­­­­­­­­­­­­­­­­­[/ezcol_2third] [ezcol_1third_end] Read More Articles Like This Request a Meeting with a Subject Matter Expert on This Topic[/ezcol_1third_end] Conventional accounting has long viewed marketing expenditures as costs and not as investments in intangible assets. However, it is demonstrable that the value of a firm is linked to expectations of future performance. Therefore, resources allocated to marketing efforts should really...

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Jul

08

2013

Roadmap to Revenue: Creating the Perfect Marketing Machine

[ezcol_2third] Contributed by Charles Besondy [/ezcol_2third] [ezcol_1third_end] Read More ArticlesLike This Request a Meeting with a Subject Matter Expert on This Topic[/ezcol_1third_end] A majority of CEOs are unsatisfied with the performance of their marketing department. This is a safe statement to make based on my observations and the findings of any number of surveys that look at marketing performance and CEO priorities. Assuming you’re one...

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Nov

27

2012

Creating Order out of Chaos in Your Marketing

Contributed by Eric Lundbohm Marketing is one of those things that every business does in some way, whether someone has a marketing title or not. Somehow potential customers know to come to the door, are presented with the trappings of a brand image and make some decision on product purchase. The owner of such a business may proudly claim “we even don’t do any marketing”...

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Nov

15

2012

Will a Marketing Automation Platform Generate Results and ROI?

Contributed by Charles Besondy “You want the truth; you can’t handle the truth!”  This was a line in Jack Nicholson’s famous court room rant in A Few Good Men (1992). Today for many companies the quote might be, “You want marketing automation; you can’t handle marketing automation!” A Marketing Automation Platform (MAP) does for marketing  departments what Customer Relationship Management (CRM) does for sales organizations....

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Sep

27

2012

Is Your Marketing and Sales Team Following the Buyer’s Journey Together?

To be a unified team driving your revenue engine, Sales and Marketing need to identify and define their respective roles along the buyer’s journey*. This aligns the organization to the customer’s buying (and shopping) process rather than to your internal sales processes – for which the customer cares very little. If you sense that your revenue engine could perform better, Cerius’ latest CEO Check List...

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Aug

29

2012

Is Your Marketing Budget Allocated Strategically?

The annual planning and budgeting season is here. The potential effectiveness and efficiency of the Sales and Marketing plans, which represent a big slice of the annual budget, are often difficult to weigh. For companies with complex sales cycles here are a few tips for getting the plans aligned strategically. What percent of the marketing budget and other resources are being devoted to these strategic...

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Aug

22

2012

Cash Cows vs. New Products, What Should Receive the Most resources Next Year?

Contributed by Niv Edward Caviar One of the most difficult decisions facing managers is the best use of human, capital, and organizational resources to meet their company’s goals. Within an organization’s planning cycle, one of the most recurring decision points is whether firms should invest in current, stable, profit-producing products (Cash cows), or higher growth but riskier new products and new markets. A firm’s intrinsic...

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