The State of Marketing 2011

My take-away from IBM’s marketing study is that marketers (in their role as buyer and user) seem to be experiencing what happens in any hot, cluttered category: Noise creates confusion. What’s needed is a place to think, a place that makes sense of the madness. What’s needed is a thought leader who understands the industry problem, and can help guide the way forward. That thought leader role can just as easily be filled by a solution provider as by an industry analyst. I’ve spent time in hot, cluttered categories — open source, middleware, PLM, digital content,...

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The Influential Power of Uncertainty

Certainty is a lofty goal. We all strive to be certain about our choices and recommendations, but the reality is certainty is a continuous work in process.  People don’t expect you to be absolutely certain, but they expect you to be transparent in your efforts to be certain. That’s how I read this study. If you think about it, honesty, clarity, and transparency make for the most effective communication in all areas of our lives. The power of trying to be certain in the right ways will speed progress. BY ANDREW HANELLY Nobody can possibly know everything. And we tend to look...

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Article: 5 Steps For Building Company Value

Phil Fernandez and Marketo have a really good thing going on. They’re trying to create a new category — revenue performance management — and throwing everything they can at it. I believe they’ll be successful for one overarching reason: They understand the value of time. Time is in their control. Most everything else isn’t. BY FC EXPERT BLOGGER KAIHAN KRIPPENDORFF Perhaps AT&T’s recent announcement that it would buy T-Mobile for $39 billion got you thinking: how much is my business worth and what would it take to double its value this year? That is the...

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A Venture-Capital Newbie Shakes Up Silicon Valley

Marc and Ben have a great formula for winning. It’s the same one that made them successful when they worked together inside companies. They’re operators. They’ve been there. They’ve positioned companies to win. They’ve scaled companies to make a difference. And they have keen insights into winnable market spaces and the talent to make winning a reality. Their firm is a great asset for an economy in need of stimulation. BY PUI-WING TAM, GEOFFREY A. FOWLER AND AMIR EFRATI MENLO PARK, Calif.—As a newly minted venture capitalist, Marc Andreessen, co-founder of...

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CMO Moves Reveal New Demands, Required Skills

It’s interesting to see how much comfort there seems to be with industry insiders in the article below. I would argue that the power of outside influence is what’s needed to help companies better accelerate through opportunities. CMO Moves Reveal New Demands, Required Skills. Over the past six to nine months, we’ve seen a next-generation marketer begin to emerge. The old “CPG academy” model is evolving to a “hybrid marketer” model — and it’s changing the career path and experiences of today’s top marketers. A more typical path...

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