David Ratajczak, Mario Simon, Leonardo Fascione, Emily Kruger, Chris Murphy, Alex Almeida
Reducing investments in brand marketing during downturns backfires in many ways. Such budget cuts are sound bites that may play well on earnings calls, but their effectiveness is dubious at best—and destructive at worst. CMOs and CFOs should instead see times of economic uncertainty as a marketing and sales opportunity to double down on the right customers, gain share, enhance the value of their customer … [ Read more ]
Content: Quotation | Authors: Alex Almeida, Chris Murphy, David Ratajczak, Emily Kruger, Leonardo Fascione, Mario Simon | Source: Boston Consulting Group (BCG) | Subjects: Brand, Marketing / Sales
Don’t Cut Your Brand-Marketing Budget. Rethink It.
Brand marketing is an easy target when CMOs face pressure to shrink budgets in times of uncertainty. CMOs often struggle to resist such cuts because most companies lack an unequivocal answer to this long-lingering question: Can brand-marketing spending be dialed down as needed to shore up financials, or is it an essential, always-on investment that must be safeguarded to avoid devastating long-term impacts on the … [ Read more ]
Content: Article | Authors: Alex Almeida, Chris Murphy, David Ratajczak, Emily Kruger, Leonardo Fascione, Mario Simon | Source: Boston Consulting Group (BCG) | Subjects: Brand, Marketing / Sales
Squeezed
IT departments must adopt the process-optimization practices and productivity increases they’ve enabled in other parts of the business.
Content: Article | Authors: Chris Murphy, Mary Hayes | Source: InformationWeek | Subject: IT / Technology / E-Business
Getting From Good To Great
James Collins, author of Built to Last, discusses his research into companies that went from good to great (admittedly a small sample size) in this interview with InformationWeek.
Content: Article | Author: Chris Murphy | Source: InformationWeek | Subjects: Change Management, Management
Taking The Leap
Discusses the motivations of high-tech entrepreneurs and profiles four small companies, all privately owned and launched by IT professionals, that show that not all startups live or die with the fortunes of the stock markets.
Content: Article | Author: Chris Murphy | Source: InformationWeek | Subject: Entrepreneurship
Reinventing The CIO
Tomorrow’s IT leaders will have to be part general, part maestro, and part evangelist
Content: Article | Author: Chris Murphy | Source: InformationWeek | Subjects: IT / Technology / E-Business, Management