Measurable Marketing Blog
May 29, 2009
Why ‘Data’ Is a Dirty Word: Data Management Series
Posted by April Brown
A database of prospects is useless unless you can make it speak. Sing. Serenade. So how will you illicit these dulcet tones from a spreadsheet? The fact is, without data we can’t do marketing and without good data, we can’t do good marketing. The ability to leverage relevant data is vital to developing targeted relationships with prospects and cultivating these relationships over time. According to Sirius decisions in December 2008, “Best practice
organizations can actually realize 70% more revenue based on data
quality.” Too often, data management within a company is either
relegated to the IT dungeon or simply put on the ‘too hard’ pile and
considered too tedious and cumbersome to deal with. Time goes by and
data goes bad.
May 19, 2009
Internal Marketing Automation Department - Lean Mean Fighting Machine
Posted by Dan Supinski
Recently a friend looking to setup shop in the Marketing Automation (MA) world asked me what the necessary ingredients were for a successful team. It got me thinking that a lot of marketers won’t know what they need to be successful with an in-house MA team. It really comes down to three necessary roles for any MA team to be
successful. There needs to be a Lieutenant (the execution), a Colonel
(the management), and a General (the leadership).
May 11, 2009
Client Alliances: Information
Posted by Steve Snyder
Ben's post mentions a recent Harvard Business Review article describing eight "I's" in "Alliances". I’d like to build on some of these ideas and
explore what they might look like in the real world. I say “might”, but
the experiences I’m thinking about are real. I’ve just modified them to
be mysterious (and to keep client names confidential). So what does it look like when “Information” is at work in a great
client/solution provider Alliance? As a reminder, the hallmark of an
alliance where Information is at work is transparency – on both sides.
Transparency allows you to be proactive in the way that you approach
the relationship. When you have the big picture in mind - information -
you can be proactive with solutions. If you’re not being proactive in
your client relationships, you’re just taking orders. If you’re just
taking orders, you’re not providing value. Anyone can take orders.
May 4, 2009
Strategic Partners: The Rubicon Way
Posted by Ben Oh
In defining “The Rubicon Way” and our approach towards our work with clients, it may help to first state what we are not:
1. We are not consultants who simply tell you what you want to hear.
2. We are not a production house who blindly follows submitted marching orders.
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