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marketing effectiveness

Accountability is not Effectiveness...Or is it?

June 15, 2009 by Ardath Albee with 142 views

The advances in accessible technology and metrics software has resulted in B2B marketers being challenged to demonstrate quantifiable results. Everyone is talking about the need for ROI. The biggest problem I see with this is that numbers can be created to measure a lot of stuff. Not necessarily the stuff that matters.As our digital... [read more]

CMOs lack credibility with CEOs

May 11, 2009 by Ardath Albee with 427 views

The CMO Club recently polled its members about who has the most credibility with the CEO. Results show:31% CFO24% Head of Sales13.8% CMO While I'm not surprised to see CFO or Head of Sales ahead of the CMO, I am disappointed in the low percentage equated to CMOs—by CMOs. That said, I think CMOs are in a tough position where they've... [read more]

A Marketing Conversation with the CFO

April 28, 2009 by Ardath Albee with 203 views

Everywhere I look I see the mantra "Do More With Less." Budgets are being cut or re-purposed requiring CMOs to substantiate the effectiveness of marketing programs to make a valid case for continued funding for their marketing initiatives.Last week, I wrote about Scott Santucci's new report, "Uncovering the Hidden Costs of Sales... [read more]

Lack of Measurement Means Ineffective Marketing

January 27, 2008 by Ardath Albee with 77 views

A new survey of 3,000 global marketers has concluded that marketing effectiveness has reached an all-time low. Those surveyed said that "65% of their marketing spend had no discernible effect on consumer behavior in 2007." That's even worse that the old adage about 50% of your marketing being wasted, but not knowing which half. However... [read more]

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