In light of the recent HCL announcement, the IBM Unica marketing suite will see new ownership as soon as mid-2019. While the lab and dev teams come as part of the acquisition package, it’s unclear what the impact will be on the Unica Marketing Operations......
This is the first of a blog series featuring a conversation with Kelley Troia on lessons learned from retail giants Walmart and Whole Foods/Amazon. Changing Tires on a Moving Car. Walmart and Whole Foods. Two very different retailers, with a lot in common. While these......
Remember Charlotte from Charlotte’s Web? She’s the benevolent spider who weaves praise in her web for Wilbur the pig. Each of her webs is different, bearing the right message needed depending on Wilber’s situation (and Charlotte’s inspiration). Whether helping him place at the county fair......
In a recent MarTech Advisor article, Frazier Miller (CMO at Wrike) summarizes four key characteristics of high-performing marketing teams, and discusses how CMOs can take action to encourage and grow these characteristics in their own team. The conclusions in this article are based on Google’s......
Unpack Misconceptions to Properly Apply Agile for Marketing in a Digital World Many marketing leaders are advancing from a waterfall mindset, incorporating agile approaches to the way they work. They’re helping their agencies and marketing organizations do more than just improve their digital marketing. These......
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......
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......
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......
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,......
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......
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 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......
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......