Marketing KPIs and the Purpose of Proxy Metrics
Since measuring marketing activity does not deliver value, what metrics should marketers focus on? The answer is KPIs and Proxy Metrics. Marketers need clearly aligned KPIs to business outcomes and Proxy Metrics to reflect progress, bottlenecks, and roadblocks on the...
Managing the Tension of the Editorial Calendar with Agile Marketing
As a marketer and communicator, I’ve found myself over the years trying to balance the organizational needs of planning against the realities of responding to change quickly (social media, anyone?), only to realize that I seemingly could not find a way to do both...
How Great Marketing Teams Navigate Complexity Together
Every professional marketer wants to be great at what they do and how they do it. The difference between great marketing teams — those who focus on not only better outcomes but on better ways of achieving those outcomes — and all other professional marketers is their...