3 months, 25 days ago

Make Your Brand “Voice” Loud and Clear.

(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…

4 months, 29 days ago

Against fragmentation

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

10 months, 27 days ago

Lost In The Dark On Marketing Measurement? We’ll Show You The Light.

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 …

11 months, 11 days ago

Digital advertising and marketing under the GDPR: A question of How, not If.

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, …

1 year, 1 month ago

Stop The MarTech Madness!

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.  […]

1 year, 2 months ago

Make Each Route The Best Path For Buyers

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 […]

2 years, 4 months ago

Gross Demoter Score

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

3 years, 4 months ago

Using the Capability Inventory for municipalities

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 […]

3 years, 4 months ago

Using the Capability Inventory for municipalities

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 […]

3 years, 5 months ago

The Capability Inventory

This model is part of my toolbox for working with capability architectures. The Capability Inventory I know that there is certain ways of naming a capability and also that there are other principles that people and I promote that you should adhere to when designing your capability map. Here I’ve taken some liberties in regards to those […]