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Why Do Strategic Planning At All?

Companies differ in their appetites for engaging in longer-term strategy development and planning. Some companies can be more process-driven and future-oriented whereas others can be more independent and entrepreneurial. That spectrum is normal. To that end, it is not uncommon for executives to question the value of conducting a longer-term strategy process at all – […]

How to Develop a More Effective B2B Customer Segmentation

Segmentation is one of the most important tools in a marketer’s toolkit, enabling marketers and their organizations to identify and target the most relevant and valuable parts of the market. A well-designed segmentation can become a source of competitive advantage, and a cornerstone for building a brand and a business. Since its formal introduction in […]

How to Assess Marketing Effectiveness

As strategic marketers, we recognize the integral ways that the marketing function drives business growth – from identifying the right target audience to developing a differentiated offer to communicating that offer in a compelling way. However, we are practicing in a time of increasing scrutiny over the value of marketing investments – especially when a […]

Megatrends through 2030 and what you can do to prepare your business

Megatrends – global, sustained, macro forces spread over long periods of time – are by their very definition “out there.” And for that reason, they are rightfully challenging for many companies to consider in their strategy development and business planning. First, there is no single, definitive source for megatrend identification and analysis. Instead there are […]

Use the on-demand economy to your advantage

As technology unlocks the ability to enable consumers to access many real-world services in the digital realm, companies are clamoring to become the new “Uber for X” – to deliver services to consumers demanding instant gratification. Venture capital investment in these start-ups has increased from $0.2B in 2009 to $2B in 2013, while on-demand economy […]

3 steps for more meaningful marketing metrics

It is estimated that more than a trillion dollars are spent each year through marketing activities – and that between 15% and 30% of those dollars are “wasted.”1 That’s right – wasted. Understandably, senior marketing leaders are under increasing scrutiny and pressure to prove the value of their marketing investments – however two of three […]

I’m a Millennial, please stop trying to market to me

For a big consumer-facing brand, choosing the right social media platform to market to Millennials can be quite the uphill battle. Millennials are the generation that avoids direct marketing and are savvy enough to know when marketers are trying to bombard them with advertisements and promotional gimmicks. And, speaking as one myself, nothing turns us […]

“Glocal” Expansion: How Best-in-Class Retail Brands Succeed Abroad

In a previous article, we explored how best-in-class retail brands like Starbucks and McDonald’s execute marketing initiatives so effectively across their vast retail networks. From that analysis, we highlighted the four “keys to success” for companies that excel in executing marketing programs across large retail footprints: Focusing on a few impactful programs Clearly defining success […]