This is also another major change, in fact, a critical change in the approach of the entire commercial organization. How can we effectively begin to change into a Challenger organization? In working with a variety of member organizations, we’ve seen a pretty typical process play out. Becoming a Challenger Commercial Organization occurs in three steps: Pilot Challenger for proof points. Demand Generation—as it sounds, how does the commercial organization create demand in the market (all three steps are marketing led). Broaden Challenger adoption. MORE >>

Using the methods I outline in an article in the current issue of Contents Magazine , keyword demand and audience analysis help you understand how to prioritize your content efforts. Choosing the right tools: In large organizations, building a comprehensive audit without the right tools is a fool’s errand. In IBM, we use two primary tools to help us with auditing: Covario and Acrolinx IQ. Covario is a web service that helps us audit pages in our environment and discover apparent duplicates and untapped keyword opportunities. Panda (Photo credit: Wikipedia). MORE >>

This is what Jim answered: “Social media KPIs are all dependent on the individual organization and its goals. Then, there’s the question of sentiment – something we may never be able to monitor technically – to help us get a handle on and track brand attitude. A while ago I talked with Jim Sterne about his latest book Social Media Metrics , a must for everyone that wants to have a measured and valuable social media marketing approach. In a short interview I asked Jim what metrics and KPIs marketers should take into account regarding social media marketing. MORE >>

'Learn how to organize your marketing team from the best in the business, in order to crank up digital marketing. The staffing plan idea got me to thinking about lessons I’ve learned about organizing digital marketing teams from my experiences with Hubspot and I ( @fearlesscomp ) was even a featured guest on Hubspot TV with Mike Volpe and Karen Rubin (see image below). thought it would be useful to share lessons learned on digital marketing organization organization and strategy from Hubspot, as it would undoubtedly help marketing leaders develop staffing plans. MORE >>

But the underlying problem is the strategic impact of many online communities may not be clear to the larger organization that funds the effort. To demonstrate the strategic impact a community can have on an organization, a number of operational needs must be addressed and tended to clarify the value of the community's financial returns. To illustrate this point, let’s look at common operational needs across an organization. They are the soothsayers and futurists within every organization. HBR Process Improvement Customer-Centric Organizations B2B community MORE >>