Recently I had the opportunity to sit down with Laura Patterson, President of Vision Edge Marketing, a consultancy focused on driving metrics and measurement into marketing organizations, and recount some of her fundamental beliefs on the need for the marketing organization to become a performance driven organization.
Here is a recount of Allen Weiss, distinguished professor of marketing at USC, talk on relationships at the MarketingProfs b2b conference: His approach is very economics, Porter’s 5 forces centric for evaluating relationships.
Filed under: Change Management, Chief Marketing Officer (CMO), Customer Relationship Marketing (CRM), Marketing, Techie
Marketing, of all the business disciplines is the one today by far facing the greatest amount of change. Just to keep up, CMOs needs to be nearly full time students to consume and process all the changes occurring in channels, measurement, storytelling, and fundamentally how messages are brought to market. In developing the framework of Customer Relationship Marketing what I’ve hoped to accomplish is to provide the CMO a tool for visualizing the moving parts to bridge the gap between what was, and what will be.
Filed under: Chief Marketing Officer (CMO), Customer Centric Marketing Organization (CCMO), Customer Loyalty Management (CLM), Customer Relationship Marketing (CRM), Digital Advertising, Marketing
Is there a more over used term out there than CRM? From the highbrow consultancies to butt-in-seats job shops and everywhere in-between folks have been pitching their version of redemption for years.
Undeniably, over the last couple of years marketers have struggled with the efficacy of their campaigns – traditional, digital, or otherwise. Although to some degree this is explainable by the balkanizing effect of a larger menu of (engagement) channels now available to consumers, the primary culprit can be traced to the declining relevance of the sales funnel.
Filed under: Chief Marketing Officer (CMO), Customer Centric Marketing Organization (CCMO), Marketing
If you want to have a conversation with a CMO you need to talk about things of interest to them and for sure some of the most pressing things on her mind are the reduced efficacy of her advertising campaigns and the increased pressure to produce demonstrable, measurable results.
Filed under: Customer Centric Marketing Organization (CCMO), Customer Experience Management (CEM), Marketing | Tags: Analytics, campaign Impressions, Godin, Net Promoter
While doing some research for another project I stumbled upon an article by Rick Webb of the Barbarian Group that triggered an insight for me that has helped me frame a portion of my thoughts regarding analytics. Let me summarize his Metrics and Analytics piece as a condemnation of quantitative measurement of campaign performance as nearly complete bullocks. He theorizes statistics fall short because they can be shaped to tell a desired story. Therefore, in the end you must just instinctively know either an idea is good, or it isn’t.
Filed under: Digital Advertising, Marketing, Techie | Tags: Atlas, CPM, DoubleClick, Frequency, Reach
One of the most complicated issues surrounding the movement to a customer centric paradigm is the reconciliation of brand versus relationship. Ideas and opinions sit solidly in one camp or the other with very little overlap. This is too bad, because each has valuable lessons to learn from the other.
Filed under: Change Management, Customer Centric Marketing Organization (CCMO) | Tags: 1:1, 4P's, multi-channel, Place, Price, Product, Promotion, WOM
Something I struggle with, outside of my weight and propensity for foul language, that most CRM practitioners face is the need to bridge the gap between the somewhat academic concepts of customer-centricity and the execution orientated marketer.
