Do you have the resources to achieve your business goals?
Altimeter Research recently released a new research report entitled Key Elements of a Next-Gen Digital Marketing Strategy. In the report, they correctly identify that marketing is no longer considered a stepchild on the organizational chart but rather a leader in innovation and digital transformation.
Today, achievement of many business goals requires an
integrated digital strategy that encompasses traditional awareness goals as
well as the ability to reach customers on an on-demand personal level thought
to be unachievable just a few years ago.
Below are my thoughts for business-to-business marketers as
they start to navigate the technology and resources needed to achieve their business
Soft marketing metrics don’t impress the CEO or CFO
In most business-to-business vertical marketing segments, marketing is viewed as an expense on the balance sheet. One reason for this is that the justification for marketing has relied on soft marketing metrics — awareness levels, brand recognition, website visitor traffic, target audience reach, etc. While these marketing metrics are important and part of the marketing equation, they lack accountability for revenue generation. This reinforces the perception with the CEO, CFO, and COO that marketing is a cost center, not a revenue center. Continue reading →
The advertising/marketing ecosystem is too large and complex to offer all services in-house
It’s an old illusion in the advertising business that agencies wanted to look larger then they actually were. The thinking behind this was that the more services you claimed to offer, the better chance you had of reeling in new accounts. It was this mindset that coined the phrase “full service” agency.