The following article was originally published at www.evancarmichael.com. It has been republished on The CEO Marketer.
Consider Six Sigma and Other Lean Manufacturing Concepts to Bring More Science to The Problem of Improving the Sales Process and Measuring Marketing
“And whenever a workman proposes an improvement, it should be the policy of the management to make a careful analysis of the new method, and if necessary conduct a series of experiments to determine accurately the relative merit of the new suggestion and of the old standard. And whenever the new method is found to be markedly superior to the old, it should be adopted as the standard for the whole establishment” (Frederick Winslow Taylor, Principles of Scientific Management, 1911).
Malcolm Gladwell, Seth Godin, and Geoffrey Moore are wonderful thinkers in the field of marketing. The concepts and methods that they promote have done a lot to further marketing thinking while shaping strategic approaches that produce more effective outcomes for their followers. However, when it comes to the challenge of measuring marketing there is still a hole in the field of marketing waiting to be filled.
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Dropping the Ball
The following article was originally published at www.raintoday.com. It has been republished on The CEO Marketer.
When it comes to marketing, most CEOs at B2B companies make lousy catchers, and even worse pitchers.
It’s tough to find a CEO that really loves to talk about marketing. Business owners, presidents, and CEOs pack into sales seminars, but similar marketing events are filled only with marketing directors and marketing VPs, with few CEOs in sight. And yet, in which area of the business do you think the CEOs are dumping more money without a measurable return, marketing or sales?
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