Marketing Campaign Planning Checklist: 10 Steps To Superior Results

As I continue to work with clients on their marketing campaigns and initiatives, I often find that there are gaps in their marketing campaigns that prevent them from meeting their maximum potential. Some findings: Lack of clarity – Marketers often overlap steps in the buying journey that don’t provide clarity and focus on the purpose of the audience. Lack of direction – Marketers often do a great job designing a campaign but miss the most

Survey Results: How Are Marketers Responding to the Pandemic and Lockdowns?

As the lockdown eases and more employees head back to the office, we were interested in investigating the challenges small businesses have faced due to the Covid-19 pandemic, what they have been doing over lockdown to develop their business, any upskilling they’ve done, the technology they’ve used over this time, and what their plans and outlook for the future are.  The team at Tech.co surveyed 100 small businesses about how they’ve managed during the lockdown. 80% of

Why Sales and Marketing Teams Need Cloud ERP

Marketing and sales leaders are integral components in driving company revenue. The marketing department plays a vital role in promoting the business, detailing its offerings, and establishing its differentiators. Marketing also generates interest in the product and creates leads or prospects. In concert, sales teams focus on converting prospects to paying customers. The functions are closely intertwined and critical to the overall success of a business. Given the impact sales and marketing have on the

The New Marketing Mandate: Revenue, Or Else

Unemployment fell to 8.4 percent in August, as America slowly recovers from the pandemic peak.  But employees, specifically sales and marketing professionals, are returning to a much different landscape. And it’s unlike anything we’ve ever seen before.  When I joined Salesforce in 2009, we were on the heels of the Great Recession. Our mentality as marketers was directly influenced by the economic belt-tightening that had just occurred across the globe.  These were lean times. But

How are Consumer Packaged Goods Companies Using Big Data?

If there were one industry where a ton of data was being captured on an ongoing basis, it’s in the Consumer Packaged Goods (CPG) industry. CPG companies know that Big Data is important, but they have yet to embrace it in their day-to-day work. What are Consumer Packaged Goods? Consumer packaged goods (CPG) are items used daily by average consumers that require routine replacement or replenishment, such as food, beverages, clothes, tobacco, makeup, and household

What is a Marketing Strategy?

Over the last several months, I’ve been assisting Salesforce customers with developing a strategy on how to best utilize their licensed platforms. It’s an interesting opportunity and one that’s actually surprised me. Having been an early employee of ExactTarget, I’m a huge fan of the infinite capabilities of Salesforce and all of their available products. This opportunity came to me through a Salesforce partner that has an outstanding reputation for implementing, developing, and integrating the

Design Thinking: Applying Rose, Bud, Thorn Activities to Marketing

This week has been quite exciting as I’ve been working with some enterprise consultants from Salesforce and another company to see how I can improve strategy sessions for their customers. A huge gap in our industry right now is that companies often have the budget and resources, sometimes have the tools, but often lack the strategy to kick off an appropriate execution plan. One application that they take on the road to virtually every customer

What is Healthcare Marketing?

When you’ve gotten into a car accident, fallen down or suffered some other type of serious injury, the last thing you’re likely thinking about is which emergency room you want to visit based on the last commercial, billboard or email newsletter you saw. The sales funnel really doesn’t apply during an emergency. However, healthcare marketing is much more than marketing emergency departments and intensive care units. Hospitals, urgent care clinics, and wellness centers are responsible