Taking a long trip is like marketing. The same is true for marketing. Once you pick a marketing direction, all of your marketing programs need to be aligned to move the company in that direction, which will determine what type of customers you'll pick up along that route. The importantce of choosing the right strategic marketing direction. To show the importance of picking the right strategic marketing direction and sticking with it, take a look at the history of Sears. Identifying market segments and buying motivations. Not today. vs. 1.6%.). 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. 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. The reason they dont want to talk about how to measure marketing ROI is that its very hard to do. But marketing investments are not this clear in how they contribute to cash flow. 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. Some people who talk about increasing marketing ROI are referring to increasing sales revenue. So, theyre happy when they generate $2 in sales for every $1 in marketing expense. But is this a high marketing ROI when compared with a companys other investments, or is it low, or just average? MORE >>

Marketing has become more and more complex as the Internet has become part of everyone's lives. Blogs have sprung up everywhere on all aspects of marketing, but it's been hard to find the really good marketing blogs, especially good blogs on B-to-B marketing. Recently, a couple of really savvy guys created a great site that allows us marketers to find the latest blog posts on B-to-B marketing from some top notch marketers. MORE >>