The Competitive Advantage
March 29, 2016
8 Tips for Building Better Services with Surveys
In the perfect personification of ‘the cobbler’s’ children having no shoes,’ I am amazed at how many market research firms – that conduct studies for clients across the U.S. and around the world – don’t conduct any for themselves.
And the oddest one of those is the huge percentage of firms that don’t conduct a client satisfaction survey after each project. Why is that?Continue Reading
September 23, 2015
How do you make your marketing & sales decisions?
- What topics do you choose to blog about?
- How do you decide what your ads will say?
- Why don’t you Tweet?
For most people and most firms… these kinds of decisions are often made by the senior executive at the firm… who relies (far too much, IMHO) on his or her own feelings… on what they think ought to happen… and on what their gut tells them to do. And even if it’s a reasonably well-informed gut – it’s still boils down to just a guess.Continue Reading
June 25, 2014
If you’ve read any of our previous content, then you know we believe that marketing is a process… and part of that process is the commitment to measure each step along the way.
It’s this philosophy that leads to the 4th great business saying in our series…
What gets measured gets done.Continue Reading
October 8, 2013
Measuring your marketing effort is critical to your success. When you measure, you learn what works and what doesn’t… and from that, can create a process for continual improvement.
Sometimes, the measurement requires some good ol’ nose-to-the-grindstone effort. And other times, some really smart people create easy-to-use tools that make the job a whole lot easier. Here’s one of them.
We’ve all used a service like bitly to create shortened versions of very long URLs. It can be a very useful tool.
But did you know that bitly also provides a very easy way to help you track your marketing tactics? Here’s an example of how it works…Continue Reading
June 27, 2012
There’s an old saying that I really like… “That which is easy to do is also easy not to do!” Evidently, that sentiment applies to A-B testing in marketing, because almost no one does it.Continue Reading
June 18, 2012
One of the great business truisms of all time… “You can’t manage what you don’t measure!”
If you haven’t defined the most important marketing & sales KPIs (Key Performance Indicators) for your firm and monitored them consistently, here are 3 simple steps for getting started.Continue Reading
June 7, 2012
There are three primary parts to executing your marketing & sales initiative.
The first is planning… all of that research, thinking, strategy and the details.
Next comes the execution… actually doing all of the things you set out to do in the plan – on time and on budget.
Some firms (but not nearly enough) go through the planning process. Most firms handle the execution reasonably well. And almost no one does the third part – measurement.Continue Reading
April 2, 2012
On our website, we write about the Marketing Loop. The Marketing Loop is the foundation for the process we follow in all of our marketing & sales plan development and coaching work with clients.
The idea of the Loop means that your marketing is planned and executed, results are measured, recommendations are made from what is learned and it’s done a little better the next time. That is, it’s a process of continual improvement.
And the part of the process that seems the most difficult for nearly all organizations is ‘measurement.’ Why? I think measurement is perceived as difficult because it requires nearly as much discipline as the execution of the marketing tactics themselves.Continue Reading