From the category archives:

Thought Leadership

The Shifting Sands of Marketing Metrics

Block Island: Shifting Sands Originally uploaded by TimDD Say that five times fast. "Houston, we have a problem." Over the past five years, the metrics which are relevant and effective for the measurement of marketing’s performance have changed. I would argue that they will continue to change, markedly, in the next five years. How are [...]

“The Math of Marketing”

I have been doing some "primary research" [which, by the way, means talking with friends and former colleagues] to answer the question, "Why does marketing often fail to obtain a seat at the executive decision-making table?" I have learned a great deal in the process, but one of the most quotable interactions came last Friday [...]

PAR for the course: Presence, Authority, Reputation

When I was a wide-eyed and youthful systems programmer back in the eighties, marketing executives at my company (Lotus Development Corporation) would stand up in front of large crowds and give magnificent presentations (often using 35mm transparencies back in those days) to talk about what great marketing was going on at the company. I didn’t [...]

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