As a frequent participant in startups over the years, I have had the opportunity to create, develop and lead large marketing functions for diverse organizations. Now that I am a marketing consultant ...

While it’s widely acknowledged that marketing operations can be instrumental in enabling effective martech deployment, integration and optimisation, it is not yet universally adopted by many B2B ...

Marketing is a much broader function than people often realize. It is a critical component of a business that develops and promotes products or services to consumers or businesses. Marketing typically ...

Marketing logistics involve planning, delivering and controlling the flow of physical goods, marketing materials and information from the producer to the market. The aim is to meet customer demands ...

For example, two years ago The Coca-Cola Company, one of the world’s most iconic brands, scrapped its CMO role. It was the first time since 1993 that it had operated without one. Now, as Ad Age ...

In launching your customer advisory board (CAB), you will want to gather the approval of your executive team and the support of the various relevant departments—product management, sales, support, ...

One of the hardest parts of being a CMO is selling the value of marketing within your own organization. Here's how to build ...

Revenue growth is a top goal for most companies. But data from McKinsey shows it’s tough to achieve, with only one in eight companies realizing over 10% annual revenue growth between 2010 and 2019.

In this guest column, Dr Foula Kopanidis (pictured below), the program director of postgraduate marketing programs at RMIT University, says demand for marketers will remain strong but its the ones ...

The consensus appears to be that the lines between marketing and sales are increasingly blurred, with one complementing the other. Advertisment With how things stand in the business world, the ...

Pivoting to focus on fewer, high-quality ads and investing more heavily in digital is paying off for Unilever. The launch of its in-house agency U-Studio in 2016 helped the company save money on ...