Archive for May 2007

I was recently interviewed for a podcast on the always-good Salesopedia. You can check out the interview: “Sales vs Marketing”.

It’s easy enough to say. Before working on any strategy, you need to know about reality—the facts. Otherwise, you risk creating a bad strategy. It’s hard enough to do this. Yet, even this isn’t enough. You really need to measure twice before you strategize once.

At first, you probably will say “Yes!”. It’s sort of an eating-your-own-dogfood thing. I think the opposite is true. Chances are, you’re not good at your own marketing.

Marketing in the academic world should be simple and effective. We’ll tell you why it isn’t … and what you can do about it. Download the podcast Subscribe in iTunes or use this RSS feed.

Branding is the most expensive, most cost-effective, and least understood marketing discipline. When done correctly, branding decreases the cost of future tactics and increases the effectiveness of communications. Download the podcast Subscribe in iTunes or use this RSS feed.

Postmodern marketing breaks down traditional barriers, especially between the enterprise inside and customers outside. It also shows us how other traditional divisions can be eliminated. The distinction between strategy and execution is perhaps one of the oldest such binary oppositions. It’s so common that it seems unquestionable. Indeed, many firms identify themselves as doing one [...]

Well, that seems to be the approach of this marketer! I found this advertisement on the wall of a public restroom—the height of interruption marketing. Luckily, I was able to ironically peruse their ads with my cold, marketing eye. And I was in luck! What a description for your company. I can imagine the creative [...]

This week, we released our May newsletter, which includes two new articles: What’s the Value of Branding? and 3 Simple Steps to Improve Academic Marketing. Also, we have the first Client Spotlight: Ranking Manager. Read the newsletter.

The professional services market is unique because not only do professional provide services (instead of products), their services often require a complex sale. That is, it’s often not immediately clear where and how the professional service applies best to the client. For this reason, selling professional services can be particularly challenging. And when selling is [...]

Last time, we talked about the importance of doing good strategy before execution. This time, we’ll explore why that is.