Blog

  • Marketing Leadership’s Newfound (Well Founded) Emphasis on Activation

    This is the first of 4-part blog series Consumed with 2018 Planning? Activation Needs Equal Attention. The blog series aims to support the timely issues marketing leaders will face in activating their 2018 plans. Since 2012 marketing leaders have shifted emphasis from cross functional planning,......

  • Sourcing Talent to Meet Needs of New Marketing Organizational Design

    This is the fourth of a 4-part blog series Consumed with 2018 Planning? Activation Needs Equal Attention. The blog series aims to support the timely issues marketing leaders face in activating their 2018 marketing plans. Addressing the Weakest Link of 2018 Marketing Activation Despite huge......

  • The Micro Picture: How good fences help marketing organizations activate 2018 plans

    This is the third of 4-part blog series Consumed with 2018 Planning? Activation Needs Equal Attention. The blog series aims to support the timely issues marketing organizations and their leaders will face in activating their 2018 plans.   Activation Responsibilities Are Unclear Across the Marketing......

  • The Macro Picture: Creating the RIGHT Structure for Successful Marketing Activation

    This is the second of 4-part blog series Consumed with 2018 Planning? Activation Needs Equal Attention. The blog series aims to support the timely issues marketing leaders will face in activating their 2018 plans.   Marketing Activation – Top Down or Bottom Up? I must......

  • Consultancy vs. Agency: The New Model for Marketing Service Providers

    There seems to be a swelling volume of blogs and articles on the types of service providers marketing is looking for. To whom should marketing turn to for help? Before we propose an answer, let’s quickly identify a few dynamics among marketers and their service......

  • Marketing Transformation: How to Get There (Part 2 of 3)

    Marketing transformation has to start not with the technology, or even the organization, but with the company’s business model and customer experience. Sometimes digitization can seem like an independent force, gradually reshaping our environments and relationships. But within a company, delivering on digital requires a lot......

  • Marketing Transformation: Case Study (Part 3 of 3)

    Case Study: From a Whitepaper to a Campaign Let’s see how these ideas play out in an actual company, still progressing through their transformation. A large, global financial services firm was struggling to connect better with customers in the increasingly competitive market for investment perspectives with......

  • Marketing Transformation: The New Normal (Part 1 of 3)

    In many industries, marketing is shifting from a secondary support service to a vital part of operations. Instead of just spreading awareness or seeding the marketplace for sales, marketers are now helping to create a high-value customer experience. But in order to handle this greater responsibility, marketing......

  • Agile Marketing: Keys to Alignment and Scalability

    Agile applied to marketing is not new. The application of the IT concept for development of marketing programs has been adopted by many firms, each firm often giving it a unique take. With Agile, we have seen marketing productivity and quality increase, but potential to......

  • What does Adobe Marketing Cloud mean for Microsoft Dynamics?

    In September 2016 Microsoft and Adobe announced a strategic partnership: Adobe will make Microsoft Azure its preferred cloud platform for the Adobe Marketing Cloud, the Adobe Creative Cloud and Adobe Document Cloud; and Microsoft will make Adobe Marketing Cloud its preferred marketing service for Dynamics......

  • Skills & Tools for Managing In-House Agency Technology

    By now, most in-house agencies have explored workflow and DAM to help them run. Many are even on their second or third generation solutions. At the same, many agencies have not taken a step back to think more broadly about how these tools can more......

  • Change is Changing: 6 NEW triggers for Marketing Transformation

    We often focus on process- and tech-led change, but things seem a little different than they did just a year ago. Jim Kalbach, a noted expert in user experience design and information architecture, recently published Mapping Experiences. This comprehensive book is not only about how to......

  • Workflow Automation: Look Beyond Your Four Walls of Creative Services for Big Business Benefit

    Automating workflow—it’s a game changer for creative organizations indeed. Facilitating rich creative collaboration; managing resources; streamlining process; and giving you visibility into all of marketing’s moving parts is a huge advantage. While workflow solutions have been around for 10 or 15 years, realizing full benefit......