One technique to keep a strategic view of a company's marketing it to create a graphical "mind map" that shows: How marketing strategy guides all tactical marketing programs. So, over the next several weeks I'll show how I use this detailed strategic marketing mind map template to help companies create their comprehensive strategic marketing plan. Success in any area depends on having a clear, sound plan -- then acting on that plan. Marketing has become increasingly complex as the number of communications and sales channels has increased. MORE >>

Strategic Marketing for Growing Companies A new beginning again By Cliff Allen on April 6, 2007 9:51 PM | No Comments | No TrackBacks After using a traditional content management system for years to create articles on Allen.com I decided it was time to start a blog. Ill be sharing short observations on marketing and encouraging the conversations that are hard to have using a traditional CMS. let the conversations begin. MORE >>

Strategic Marketing for Growing Companies Why Marketers Must be Better By Cliff Allen on April 10, 2007 4:08 PM | No Comments | No TrackBacks A lot has been written about increasing the ROI of various marketing activities. The key to using ROI to improve marketing decisions is to have accurate data on the cost to obtain each customer and how much each customer contributes to the companys bottom line. But, one thing is usually missing from those articles and sales pitches -- explaining just how to calculate that higher marketing ROI that they talk about. MORE >>

Strategic Marketing for Growing Companies Cash Flow is Profit By Cliff Allen on April 12, 2007 9:48 AM | No Comments | No TrackBacks My previous post on cash flow from marketing activities didnt explain which flows of cash it referred to. But is this a high marketing ROI when compared with a companys other investments, or is it low, or just average? Marketing typically generates $1-$4 of sales revenue for every marketing dollar spent, so a $2 return is typical, but that still doesnt answer the question of how marketing compares with the rest of the company. MORE >>

When your industry is growing, your company is probably growing, too. Most companies have an abundance of data about their customers that goes unused, such as: Web analytics data on how visitors perform on your Web site. Won-lost data on which prospects did not purchase from your company, and whether a competitor received the order. Unless your company's market share is over 50%, more people buy from competitors than from you. Secondary research - Find market research that's been published about the company's markets or about a market segment. MORE >>