Archive : Series: Marketing Bullseye

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Marketing Bullseye 2: Think Six Sigma

Marketing Bullseye 2: Think Six Sigma

Hitting the marketing bullseye is not just about launching the right marketing tactic. In fact, it’s less about that than it is optimizing existing resources and processes. A methodology to improve processes, which can work in marketing or any function, is Six Sigma. Six Sigma has migrated from manufacturing (to reduce COGS) to the front office (to reduce marketing opex). Also called Business Process Improvement (BPI), it’s the ‘new thing’ that promises to improve the bottom line in a...
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Marketing Bullseye 1: Scaling Marketing Expense

Marketing Bullseye 1: Scaling Marketing Expense

Here’s the first in the “hitting the marketing bullseye” series…and I’m going to start with the dreaded financial side of marketing! But this is foundational, because we’re all working with limited resources. Marketers, CEOs, and Salespeople may look at marketing as an investment. As an investment you want to buy low and sell high. The CFO may look at marketing as an expense. He wants efficiency and lower costs. Either way, the business yearns for lower, more effective marketing. Many...
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More on the Marketing Bullseye: What does it look like?

More on the Marketing Bullseye: What does it look like?

Have you ever been asked to launch a strategy, project or campaign that you knew wouldn’t make a big impact to the business? I have, many times over. Why does this happen? Do these scenarios sound familiar? The CEO saw an idea work in a previous company and wants you to do the same thing. The sales leader insists a certain strategy is required to close sales A meeting created momentum for an idea, which came out of nowhere. Consultants have come in and presented their strategy (enough said) There’s...
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New Series: How to Hit the Marketing Bullseye

New Series: How to Hit the Marketing Bullseye

I’ve felt guilty not posting for a while. But I have been thinking a lot about marketing topics as they relate to my past and current position in a new startup. These thoughts keep circling around the same theme for me… How to Hit the Marketing Bullseye You see, Marketing (and typically advertising) is an incredibly wasteful profession… Some marketers measure their effectiveness by the amount of money they spend. Some view success by the ‘names in light’ phenomenon – because they have...
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