Category: Marketing Effectiveness
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A recent survey conducted by Econsultancy in partnership with Sojourn Solutions provides several valuable insights regarding the state of marketing operations (MOPS) at large and mid-size B2B companies. The 2019 Marketing Operations Maturity Benchmarking Report was based on a survey of 171 senior executives at B2B companies with 2018 revenues of more than $250 million.…
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Last month, McKinsey & Company published an article that discussed the evolving role of marketing – particularly the role of the CMO – in driving business growth. Marketing’s moment is now: The C-suite partnership to deliver on growth was based in part on a 2019 study that included interviews with 60 C-level executives and quantitative…
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In my last post, I discussed the inconsistent and often contradictory attitudes of consumers and business buyers regarding personalized marketing. On one hand, numerous research studies have confirmed that most consumers and business buyers want personalized offers, messages, and experiences, and are willing to provide personal information in order to receive such offers, messages, and…
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More than two decades ago, Michael Porter warned about the dangers of relying on benchmarking and “best practices” to produce business success. In a landmark article in the Harvard Business Review, Porter drew a sharp distinction between operational effectiveness – which often involves identifying and implementing best practices – and real business strategy. Porter argued…
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In my previous two posts, I’ve discussed the expanding role of marketing in driving business growth. Recent research shows that many marketing leaders now believe they are primarily responsible for leading growth efforts in their organization, and that CEOs and other senior executives share this belief. The recent research also shows, however that leading growth…
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Marketing has always been associated with revenue generation and growth, but a rising number of marketing leaders now contend that business growth is the raison d’etre of the marketing function. Recent research shows that many marketing leaders believe they have become primarily responsible for driving growth in their organization, and that this belief is shared…
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The role of marketing was a major topic of conversation last year, and there is a widespread belief that marketing’s scope of responsibility has expanded. In the August 2018 edition of The CMO Survey, eight out of ten (79.6%) of the survey respondents said that the role of marketing in their organization had broadened over…