How to Discriminate in Marketing Decisions

Posted by Jim Alcott February 01, 2016 11:50:00 AM


Do you know when to discriminate?

Smart marketing is about disproportionately allocating limited marketing resources against the targets where you’ll have the greatest success. Most organizations are able to identify more opportunities or “good ideas” than their marketing budgets can support. 

The marketing team must be able to discriminate among the "good", "better" and the "best".

How do they do that? There are more considerations than I can address in this short piece, but I suggest beginning with a fairly simple, four-step process.

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Topics: ROI

How to craft an attainable New Year's Resolution

Posted by Knight Stivender December 31, 2015 08:40:00 AM


New Year's resolutions - personal, business or otherwise - are compelling because they offer an opportunity to set goals with fresh perspective as well as a chance to absolve for any recent transgressions. (Did anyone else eat way too many sausage balls over the holidays?)

But there are two big pitfalls with many New Year's resolutions:

  1. They're too big and the metrics of success are too restrictive.
  2. They're too vague and there are no metrics for success.

(The same could be said for marketing campaigns, by the way, but we digress.) 

How do you craft a resolution you can live up to? Maybe this will help...

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Topics: ROI