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marketing effectiveness

Accountability is not Effectiveness...Or is it?

June 15, 2009 by Ardath Albee
with 143 views
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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
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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 204 views
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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
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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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