jump to navigation

Example of a tactical “Marketing Blueprint” for events January 20, 2015

Posted by Mike Gospe in blueprints, Integrated Marketing, Marketing Operations, programs.
Tags: , , , , , , ,
add a comment

What is a “marketing blueprint”? This continues to be a good question and a source of confusion amongst marketers because blueprints are often confused with Excel spreadsheets of Microsoft Project. Here are 4 things to know about blueprints and a tactical example to shed some light. (more…)

Choosing proper marketing metrics March 27, 2014

Posted by Mike Gospe in Marketing Operations, metrics.
Tags: , , , , ,
2 comments

A common question from marketers: what metrics should we track? There’s a lot of confusion and time wasted spent on measuring (the wrong) metrics. Here’s a model to help simplify the process. (more…)

It’s time for a marketing assessment — here’s what you need to know January 16, 2014

Posted by Mike Gospe in Integrated Marketing, Marketing Operations, Marketing Persona, Messaging.
Tags: , , , ,
add a comment

January is the perfect time to conduct a marketing assessment. Take a moment to look back at last year’s plan.  How well did your marketing campaigns work last year? What worked well? Where were your surprises? What elements of planning and execution require improvement? Whether you decide to conduct your own assessment or hire an outside expert to facilitate the process, here are a few tips to get you started.
(more…)

What’s your marketing team’s charter? February 22, 2013

Posted by Mike Gospe in Leadership, Marketing Operations.
Tags: , ,
add a comment

One of the biggest challenges marketers face is in setting expectations with their internal “customers.” Unnecessary friction results when marketers and sales managers don’t understand the hand-off points between the two organizations. Or even when marketing functions don’t agree on the boundaries of their roles. Documenting a team charter goes a long way to aligning all marketers for best success. (more…)

The marketer’s irony December 15, 2012

Posted by Mike Gospe in Integrated Marketing, Marketing Operations.
add a comment

Last week I conducted a marketing workshop with a cross-functional group of a dozen marketers. Together we reviewed examples of the deliverables they’d been working on: product overview sheets, sales playbooks, website, etc. When looked at by themselves, each deliverable was actually quite good. Unfortunately, when the deliverables were reviewed side-by-side, a confusing value proposition emerged with variations of target audience priorities and contradictory messaging. This reminded me of a lesson I learned the hard way years ago. It’s called the marketer’s irony. (more…)

Tips to energize your marketing team June 24, 2012

Posted by Mike Gospe in Just for Campaign Managers, Leadership, Marketing Operations.
Tags: , ,
add a comment

Summer is the time for reflection and assessment. As many marketers will soon be embarking on offsites and exercises to plan for the next fiscal year, I wanted to know what best practices my readers might share in how they’ve been able to accelerate their planning process and energize their team. Here are just a few of their insights. (more…)

5 Tips for a Successful Leadership Offsite June 13, 2012

Posted by Mike Gospe in Leadership, Marketing Operations.
Tags: ,
add a comment

How much does it cost to hold an offsite with your leadership team? More than you might think if the offsite isn’t carefully planned. It’s not just the physical costs; it’s the opportunity costs. Consider that this is the one place and time that has every member of the leadership team in attendance to discuss the strategic issues facing your company.  Yet, executives report that they spend a significant amount of time in offsites that are poorly run and do not produce meaningful results. This is especially true when the offsites are meant to focus on complex issues like:

  • What’s our competitive advantage, and how do we defend it?
  • Should we focus on five market segments or only two?
  • How do we ensure our products are ready for market so that they result in satisfied customers?
  • How do we balance our bookings target against competitive pressures?
  • Operating under resource constraints: Are we trying to do too much?

Instead of productive discussions that lead to agreement and actions, the team becomes distracted by topics not on the agenda (i.e. trying to problem-solve operational issues or getting sidelined by small tactical items). It doesn’t take many of these ineffective meetings to derail strategic conversations, stagnate decision-making, and frustrate your team. The best way to avoid this pitfall is to structure the offsite to keep the team focused, constructive, and on track. (more…)

Download this “Streamlined IMP Framework” template March 13, 2012

Posted by Mike Gospe in Integrated Marketing, Marketing Operations.
Tags: , ,
1 comment so far

PPT Template: A Streamlined Integrated Marketing Framework

(Note: when you click on the above link, the Powerpoint template will download in the background to your desktop, or wherever your downloaded docs are saved.)

Previously, this template for a streamlined go-to-market plan was available only to readers of my book, Marketing Campaign Development. Because this has been such a popular item, I’ve decided to make it available to everyone. Feel free to download it, adopt it, and adapt it to fit your own marketing needs. (more…)

What separates the best B2B marketers from all the rest? August 24, 2011

Posted by Mike Gospe in Integrated Marketing, Just for Campaign Managers, Marketing Operations, The Marketing High Ground.
Tags: ,
add a comment

If you’ve been navigating the marketing groups on LinkedIn lately, you’ve probably run across this thought-provoking question: Can you use ONE WORD to describe the biggest challenge facing B2B Marketing today? Answers vary wildly from “time”, to “noise”, to “myopia”.  All good answers. But I have a different take on this question. Instead, I wonder if there is one word that can be used to separate the best B2B marketers from all the rest.  As a consultant to high-tech marketing leaders, I spent the last 10 years working with B2B marketing teams looking for clues, and I think I found the answer. (more…)

A new sales book that B2B marketers should read June 30, 2011

Posted by Mike Gospe in Just for Campaign Managers, Marketing Operations, The Marketing High Ground.
Tags: , ,
add a comment

I loved Kevin Davis’ new book, Slow Down, Sell Faster! The key here is simple: who ever understands the customer best, wins! Davis embraces this notion by pushing sales reps to really understand the customer, their pain points, goals, interests, priorities, and their buying process before making the sales pitch. (more…)