During the Cold War, U.S. Army leaders in Europe faced a disconcerting situation. Their mission was to defend NATO member…
Marketing Strategy
How to Identify Revenue Growth Opportunities
Driving consistent, profitable revenue growth is one of the most persistent challenges that business and marketing leaders face. The key…
How to Address the Growth Challenge
Growth is to a business organization what oxygen is to a living organism. It is the life force of the…
Why Your Marketing Content Should Be “Job Focused”
The first step to designing an effective marketing strategy and creating compelling marketing content is to understand what your potential…
B2B Highlights From the August CMO Survey
The findings of the August edition of The CMO Survey by Duke University’s Fuqua School of Business, the American Marketing…
Marketing Myopia Revisited
(The following is a post I published more than six years ago. Given the recent focus on marketing’s responsibility for…
Don’t Rely Too Much on Marketing Best Practices
More than two decades ago, Michael Porter warned about the dangers of relying on benchmarking and “best practices” to produce…
Focus on “High-Yield Behaviors” to Drive Revenue Growth
In my previous two posts, I’ve discussed the expanding role of marketing in driving business growth. Recent research shows that…