Marketers often struggle to clearly articulate (and measure) the true financial impact of investments in building stronger brands. 12 ways brands create financial value impact spells out the ways that value is created in simple terms and provides examples.
Understanding how macro economic conditions act as headwinds or tailwinds for growth initiatives is a crucial element in formulating growth strategy. But economic analysis is often pretty dense. There is a terrific economic forecast article here by IHS Global Insights. Very comprehensive yet easy to read and absorb. Key takeaways include: Global economic growth expected to […]
Recent global economic growth forecasts continue to suggest sluggish, even declining growth forecasts for much of the developed and emerging world. While monetary policy is often a key contributing factor, there are increasing signs that slow demand is the root cause of much of the economic malaise. As employment rates continue to creep up […]
There are many anecdotes in the business world about huge growth coming as a result of “getting lucky”. Someone was in the right place at the right time, or met the right person and “hit it off”. We all hope to find ourselves in that sort of situation some day. But until that time comes, […]
How to gain more productive insights into marketing’s impact on growth. Attention, all finance executives seeking to understand how (or if) marketing investments drive growth: Image you arrive home one evening to find something in the house broken or missing, if you ask your kids, “Who broke this?” or, “Who took my <whatever>?” you are […]
It’s no secret. Finance and marketing are oil and water. They don’t mix well. Finance is often perceived to have onerous authority over budgets, plus audit/oversight responsibility. As a result, the journey toward better insight into marketing payback often gets derailed from the start when finance asks what it believes […]
Big Data and analytics unlock the truth about marketing’s impact on growth. Measuring the impact of marketing on revenue (or profit) growth has always been a delicate balance of science and common sense. We need the science to keep common sense from devolving into conventional wisdom. We need the common sense to guide our application […]