Marketing or Sales: What to Do?
Most companies have limited cash available to invest in growing revenue. A typical choice is between investing in marketing or sales efforts. You need marketing to improve the strength of the brand and improve awareness. And most companies (except eCommerce-enabled sites) need a person to "close the deal".
Quick Measures for Brand Awareness
One of the concepts that Joanne O'Connell and I teach in our Marketing Metrics course at the University of Calgary is Leading Indicators. The idea behind Leading Indicators is to identify a variety of measures that happen at some point before a sale is made. Here are a list of sites to help with brand awareness.
Managing Online Reviews
One of the challenges that all our clients call us about is how to manage online reviews. Depending on the industry a company may have to manage reviews on 3-6 websites.
Outcomes and Targets
For years, when talking about business and marketing, I have used the terminology of goals and objectives. But I'm changing. I am now starting to use the words "outcomes" and "targets". There are a few reasons for this shift.
Measures vs Metrics for Marketing
One of the concepts that I have learned from Joanne O'Connell is the difference between a measure and a metric. Joanne O'Connell and I are developing a system for tracking and analyzing marketing campaigns.