What do metrics mean to a CEO…?

Posted by: Lisa Cramer | Posted on: September 21st, 2011 | 0 Comments

…just about everything. For many CEOs, metrics drive the business.  However, most of the metrics deal with bottom line numbers found on balance sheets and P&L statements.  The most important and key metrics that drive those bottom line numbers come from the marketing and sales process.  Marketing can have a major impact on a number [...]

What Does Marketing Effectiveness Mean to a CEO…?

Posted by: Lisa Cramer | Posted on: August 10th, 2011 | 3 Comments

…not much right now.  Look at these stats from the Fournaise Group about how CEOs value marketing. • 77% of CEOs are frustrated that their marketers keep talking about brand, brand values, brand equity and other similar parameters that  management has difficulty linking back to results that really matter: revenue, sales, EBIT or even market valuation. [...]

3 Ways Marketing Impacts the Bottom Line

Posted by: Lisa Cramer | Posted on: March 22nd, 2011 | 0 Comments

We are often asked by marketers how they can get the budget they need to drive leads they need to meet company objectives.  CEOs often ask us how to get more from their marketing group.  There’s an adjustment needed in marketing that is starting to take hold and it comes from the change in the [...]

Marketing Analytics to the Rescue

Posted by: Lisa Cramer | Posted on: January 21st, 2011 | 1 Comments

Marketing analytics has always been the buzzword for gaining insight into the success of your marketing programs. But the term actually has multiple meanings and can take marketing departments in many different directions. For starters, marketing analytics actually encompasses two main themes – what should I measure and how do I easily gain visibility into program [...]

Why is Marketing Still So Manual?

Posted by: Lisa Cramer | Posted on: August 19th, 2010 | 0 Comments

Resource constraints, constantly trying to drive leads with limited budgets to stay above water, moving of leads between systems (email, CRM, etc.) and manual tracking, trying to track various spreadsheets, CRM mixed systems, multiple departments to satisfy, sales/business demands, cost center not profit center, and so on… Yes, these are many of the reasons marketing [...]