How do you know if your marketing strategy and execution is successful or not? Most marketers claim to strive for a “results focused” or a “data-driven” approach, but the infamous quote from John Wanamaker that “half the money I spend on advertising is wasted; the trouble is I don’t know which half” still resonates today. So, quite often marketers are left with a collection of vanity metrics which aren’t the most reliable indicators of success.

For measurements to work, you need to have a standard of measure, and to have a standard of measure, you need to get organized. Read more

I’m asking you this question with the belief that most marketers should carefully craft their plan. That’s not to say there aren’t plenty of established templates and tools for building your marketing program but those will only take you so far. And you might be headed in the wrong direction.

As a partner in a B2B Marketing Agency based in Atlanta, I’ve worked with dozens and dozens of clients and I can honestly say that no two were exactly alike and neither were their marketing landscapes. Each brand is unique and so are their products and services, customer segments, competitive positioning, budgets, challenges, and opportunities. Read more