Don’t sweat marketing measurement
Any marketing measurement system based solely on circulation, clicks, impressions, advertising equivalency or whatever is flawed.
The only measurement that matters is measurement that truly shows how effective you are at reaching your customers.
Traditional B2B marketing measurement is especially tough because anything you do impacts everything else you do. How does your PR impact your […]
Thinking about a technology for marketing CMM
I’ve been thinking about a Technology for Marketing Capabilities Maturity Model.
Carnegie Mellon’s Software Engineering Institute developed the Capability Maturity Model (CMM) as a way to explain the evolutionary processes software development organizations adopt in the process of becoming world-class. CMM describes an organization’s software development processes relative to benchmarks and best practices. A maturity model […]
Stealing from 6 Sigma, Scrum and Xtreme Programming
So we started working with a Six Sigma black belt consultant a few weeks ago.
Our question…how can we apply Six Sigma-like processes to the process of marketing to and engaging with clients? How can we apply lessons from Six Sigma as a formalized process for engaging with customers on multiple levels. Can we look at […]