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nPost Blog
Average of 4 posts per month.
March 11
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08:39 AM
One of the most critical steps in managing marketing performance is to identify performance gaps and the measurements that best capture the incremental impact of marketing. This information is often captured and communicated via a dashboard. In Stephen Few’s book, Information Dashboard Design (2006) he defined a dashboard as “a visual display of the most [...]
March 8
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01:11 PM
Free video chat by Ustream
February 25
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08:39 AM
Dashboards seem to be all the rage these days. The pressure to demonstrate value, be more accountable, and improve marketing return on investment is driving marketers to develop dashboards. If you don’t have one, perhaps you are working on one. Or if you have one, perhaps you are exploring changes. When we start working with [...]
February 11
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08:39 AM
This week I sat in all too familiar customer meeting with the CEO, VP of Sales and the Marketing Director to do a pipeline review. The Sales VP discussed the deals they won and which opportunities were lost. And you can probably guess my first two questions. Why did we win? Why did we lose? [...]
February 8
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09:45 AM
A study by Prophet found that “as few as 19 percent of companies can consistently and accurately determine what they are getting — if anything — from untold millions in marketing spending.” It’s this kind of mystery that can affect the relationship between the CMO and the rest of the C-Suite. While most organizations [...]
January 28
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02:15 PM
Need an opportunity to get out of the office a bit early? Want to grab a drink in historic and startup-mad Pioneer Square? If your answer is yes to both of these or really to either, then stop by the nPost Pub Crawl on Tuesday, February 2nd.
It is free (to attend), fun, and free flowing [...]
January 28
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08:53 AM
The purpose of marketing plan is simple - to create a navigation and communication tool that serves as a roadmap for finding, keeping and growing the value of customers. Because marketing is about creating customers, a marketing plan must be customer centric, that is, it must focus on how to maximize the value to, for, and of customers. Therefore the marketing plan must be developed with the customer in mind. This means you need some information, information about your customers, your market and competition. So while it may seem that a ready, fire, aim approach is faster, if your resources are limited, you may run of out gas before you reach your destination. So before you hit the road, take some time to step back and answer these questions and include these elements to develop a customer-centric marketing plan.
January 28
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08:39 AM
The value of establishing and tracking customer loyalty and engagement is that they provide some effective leading indicators into how your customers are going to behave. A survey by SAS and Peppers & Rogers Group polled 150 senior executives from leading US corporations to gauge their customer experience management capabilities. The results, published in the [...]
January 14
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08:39 AM
We’re often asked, what is a good metric other than pipeline contribution and conversion rates we should consider. Here’s a metric that is often overlooked – Pipeline Velocity. Pipeline Velocity is a metric many marketing and sales organizations could benefit from using because it measures the rate of change within your pipeline—both in speed and [...]
January 6
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08:59 AM
There have been lots of exciting changes around here as of late. My wife and I learned that we are expecting, we just got a puppy, she accepted a new job and as it turns out so have I. Blue Box Group, a local business that provides web hosting services and that focuses on tech [...]
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