Sales & Marketing

Succeeding in a Recession
Sales & Marketing

Revenue Generation As a Recession Response
A Memo to the Chief Marketing Officer

CMOs should respond to this recession by crafting appropriately empathetic marketing messages, improving their marketing ROI, and taking full advantage of shifting media platforms, distribution channels, and geographic markets. Those who do this best will attract new customers to their brands and build market share for the future.

View the complete Memo to the CMO (224 kb)

Delivering Results When It Matters Most
A Memo to the Chief Sales Officer

Sales forces are positioned on the front lines of this recession, and their performance is critical to the survival of many cash-strapped, debt-heavy companies. Successful CSOs will step up to the challenge by delivering profitable volume, reducing and optimizing selling costs, and providing timely, fact-based insights into fast-changing customer needs and desires.

View the complete Memo to the CSO (221 kb)

The Four Pillars of Profit-Driven Marketing: How to Maximize Creativity, Accountability, and ROI
Each year, billions of dollars are spent on marketing endeavors. Unfortunately, the vast majority of the money disappears into thin air, and marketing executives are left wondering if any of it came back in the form of ROI. The Four Pillars of Profit-Driven Marketing offers a practical, proven framework that helps marketers capture the metrics essential to determining ROI and use them to develop an overall marketing strategy based on accurate ROI figures.read more >

CMO Thought Leaders: The Rise of the Strategic Marketer
Interviews with Chief Marketing Officers from leading companies make it clear: The business of the CMO is being a Growth Champion in the C-Suite.read more >