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.
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 […]
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 […]
Finding funding for growth can be difficult. But some companies excel at redirecting resources. Pursuing growth requires resources. People and capital have to be deployed in developing smart hypotheses, conducting analysis, running in-market experiments, and aligning operational delivery capabilities. Yet many companies are not able to spend more than current operations allow for, so they […]