Aggregated enterprise architecture wisdom
Are we selling services, products or both? The short-answer is ‘Yes’ – but what we’re really selling, every time, is a promise… The start-point for this was one of those ideas that arise first-thing-in-the-morning, seemingly without any warning: Idea: In sales, …
(Forrester clients, read full report “Give Your Brand A Voice — Literally” here) Voice is marketing’s most significant paradigm shift this decade —one that has far-reaching implications for how brands engage customers and prospects. Read Fo…
If we’re trying to make sense of systems, our greatest enemy is fragmentation. Or, to be more precise, the type of fragmentation that arises from misuse of analysis. Specialise, says analysis. Specialise again! And specialise the specialisms! Hyperspecialise! Cut it…
Marketers have a new measurement mandate: to measure effectiveness across all channels and tactics by using advanced marketing measurement techniques. Yet, marketers remain in the dark; they are confused, and overwhelmed about the numerous measurement …
The May 25th deadline announces a period great reckoning for data-driven marketing in Europe. The question marketers ask me most often is “Can we continue to do this…” or in other words, will this type of activity be allowed under the GDPR? But often, …
Please follow this link to listen to the discussion: VPEC-T Discussion A discussion about the VPEC-T thinking framework with an Advertising and Marketing team.After this discussion, the team used VPEC-T to re-examine an Advertising & Mark…
Just over a week ago in Austin, I achieved another professional milestone — hosting my first Forrester B2B Marketing Forum. While the team did a wonderful job of preparing me and all the speakers at this event, the one thing I was unprepared for is how different the view is from backstage. The upside was […]
How much are you spending on Marketing Technology? How do you know if you’re spending it on the right solutions? What about your peers and competitors – what are they doing? Are you sure you’re delivering what your customers really need? If you’re a B2B marketer and wondering about these or similar questions, you’re not alone. […]
Is your organization considering how to holistically optimize all of its routes-to-market? Curious how other firms are thinking about their direct and indirect selling channels in 2017 and beyond? Forrester’s B2B marketing, sales, and channel analysts have conducted new research that will prove invaluable in the quest to modernize your company’s selling systems and deliver […]
Marketing departments of so many organisations these days seem obsessed about their Net Promoter Score – the percentage of customers who’ll promote their products to others. “Free advertising!” is how some have described it to me – hence very enticing to…
Using the Capability Inventory for municipalities I was talking to Marino the other day and he told me he would like a special capability inventory for a municipality. I said that there is no need to have a special capability inventory, the basic pattern exposed in the original capability inventory should cover any organization. In fact […]
Using the Capability Inventory for municipalities I was talking to Marino the other day and he told me he would like a special capability inventory for a municipality. I said that there is no need to have a special capability inventory, the basic pattern exposed in the original capability inventory should cover any organization. In fact […]