More and more companies are using the virtues of data driven planning and decision making. Slowly but surely, businesses are being run with scientific precision. This means that aspects of risk and uncertainty are not tackled with gut instinct, but with a combination of collective and collaborative intelligence as well as a process that is […]
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CRM Reveal Solution Engagement
B2B companies can accelerate revenue growth through disciplined CRM usage with accurate data, strong process, and insightful reporting. Sales staff makes up the largest expense by department and the highest contribution to customer acquisition cost, yet is still the chief means of executing sales growth. We evaluate and provide specific recommendations based on your current […]
From Insight to Innovation: The CMO’s Role using the Digital Customer Journey
Announcing a new research paper From Insight to Innovation – The CMO’s role using the Digital Customer Journey
So What is the Total Cost of Differentiation? The ROI of Brand Success for Sustainable Growth.
So you would like to guarantee differentiation? Short of an exhaustive competitive analysis in your market, and understanding of your target markets needs, desires, and preferences, and critical and technical review of your product and engineering teams capabilities and the fit with your product strategy……What if there was a mathematical formula for describing total differentiation […]
Visual proof: Mapping tasks to advertising relevance
In this diagram, we see that several different disciplines work together to achieve relevance in Marketing Communications, or Advertising Strategy. Relevance is not a yet a button that you click, or an option on a targeting platform that you are using. It’s the culmination of research, planning, and execution, which must include a feedback loop […]
Visual Proof: Why is attaining Relevance in Advertising so Hard?
Many people and companies, assume that relevance is a property of the audience (or audience member), or conversely a property of the advertising (image, copy, placement). Well, it’s neither. It’s a property of the relationship between audience, message, product, and the time and placement of the advertising itself. It’s a meta-property. This is best viewed in […]
Visual Proof on the challenges of achieving successful communications outcomes
Click image to enlarge
Visualizing Brand Gaps Diagrams
These diagrams are meant to oversimplify a few concepts for getting started on the data and measurement aspects of Brand strategy as part of the Marketing discipline. We are in the early days of scientific method creeping into Brand Marketing.
SCG General purpose ROI framework
ROI means “Return on Investment”. This is a simplified financial notion that allows managers to determine whether it make sense to take some course of action. We do this intuitively all the time, and many of us do this with numbers for our companies weekly. ROI for capital investment and more recently, Marketing and Advertising […]
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Why Market Research?
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Skyfollow Consulting Group: Beyond the Clouds
- Social Media Chaos from tools, content, and brands explosion
- Why Competitive Intelligence?
- New Categories for New Products for Capturing Mindshare
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The Data Driven Wheel of Growth
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Your CRM data tells an incredible story that should reveal your future success (or demise)
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CRM Reveal Solution Engagement
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UI design pattern for allowing per-user source-target mapping rule edits
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From Insight to Innovation: The CMO’s Role using the Digital Customer Journey