CEOs: Beware the Bell-Shaped Trough

CEOs:  Beware the Bell-Shaped Trough  We all know about the bell-shaped curve.  It is the iconic visual that shows how human (and most other kinds) of variability almost always falls into a predictable overall pattern. Most people, institutions, characteristics, etc. fall into the large hump that makes up the body of the bell.  But, inevitably,…

Implementing is the Hard Part

Implementing is the Hard Part It’s obvious.  Creating “strategy” is sexy.  It requires thought, knowledge, sensitivity to the marketplace, and creativity. MBA courses stress strategy.  Discussions abound on strategy.  We worry about social media strategies, mobile marketing strategies, strategies for enhancing “customer engagement” or the “customer experience,” advertising strategies, SEO strategies, inbound marketing strategies, sales…

CMO to CEO?

I recently started a LinkedIn discussion on whether a Chief Marketing Officer should be a leader first and a marketer second.  I was quite surprised by the diversity of opinion on the question; and I was even more surprised by the number of people who thought leadership was more important because the next logical step…

The Mission of Marketing

 Marketing has two distinct, if overlapping, missions.  Mission #1 is to drive immediate revenue and support sales. This is the function that most people think about when they think of marketing.  And this is the function that makes far too many people think that marketing and sales are the same thing.  They are not, of…

Marketing’s Collateral Damage

Marketers like to talk to each other about the importance of marketing.  We discuss branding and name recognition, channel marketing, social media tactics, market research techniques, etc.  We work hard to keep up with the ever-exploding proliferation of buzz words.  And along side these satisfying discussions and neologisms, we bemoan how misunderstood we are; how…

The Pick of the Litter and Market Success

When I was getting my dog, I asked for the puppy that was the most mischievous and got into the most trouble.  Everyone laughed.  But my thinking was that she’d be the smartest and healthiest of the bunch.  Certainly training her was, at best, an arduous experience.  In the end, however, I got an exceptionally…

Hadoop Marketing?

Hadoop is the latest tool and technique in the never-ending quest to mine the best and most subtle information from the astonishing amount of data a digitally-based economy and society generate daily.  Stripped to its essentials, it puts dozens (or hundreds) of computers on finite tasks of data mining (and, occasionally, data visualization) simultaneously.  This…

What Really Happens When Influence Increases

This blog was previously published by Eric on June 6, 2013.  I think you will find that it is well worth the read. Joe Fernandez of Klout recently said Klout’s goal is to help every person maximize their individual influence. It is no secret, as a marketer you want to influence purchases. You use advertising,…

Are We Asking Too Much of the Customer?

There is a tremendous amount of noise in the marketplace.  And it is difficult to find someone who doesn’t feel over-burdened with the stresses of day-to-day living, and earning a living.  There is no doubt about it.  It is hard – and getting harder – to get, and keep, anyone’s attention. Every businessperson knows this. …

Why Six Sigma Doesn’t Work for Marketing

Six Sigma is an increasingly popular approach to measuring and managing quality.  Its ultimate aim is “perfection,” the concept being that with continuing incremental improvement, there can be a reduction in variation approaching zero. Six Sigma is a process quality control tool, created by Motorola in 1985.  It was designed as a manufacturing process tool. …