4 Posts found for Author: Christine Moorman

To provide a full view of marketing’s impact, the authors suggest creating a marketing road map that illustrates: the efficiency and effectiveness of marketing campaigns, the role of marketing programs in driving sales and satisfaction, the value of the brand and capabilities, and the impact of marketing-related activities in other functions.

Content: Article | Authors: Christine Moorman, Paul Magill | Source: Harvard Business Review | Subject: Marketing / Sales

When we asked over 300 marketing leaders in the U.S. to identify the activities they find most challenging, the number one thing they reported, by a wide margin, was “demonstrating the impact of marketing actions on financial outcomes.”

This is a longstanding challenge for marketers. They want to demonstrate financial impact so that they can show accountability for business results, gain the respect of other business … [ Read more ]

Content: Article | Authors: Christine Moorman, Nikita Avdiushko, Paul Magill | Source: Harvard Business Review | Subject: Marketing / Sales

Companies should do two things to harness the power of analytics in their marketing functions. First, rather than create data and then decide what to do with it, firms should decide what to do first, and then which data they need to do it. This means better integrating marketing and IT, and developing systems around the information needs of the senior management team instead of … [ Read more ]

Content: Quotation | Authors: Carl F. Mela, Christine Moorman | Source: Harvard Business Review | Subjects: IT / Technology / E-Business, Marketing / Sales

Most companies use customer relationship management and other technologies to get a handle on customers, but no amount of technology can really improve the situation as long as companies are set up to market products rather than cultivate customers.

Content: Quotation | Authors: Christine Moorman, Gaurav Bhalla, Roland T. Rust | Source: Harvard Business Review | Subject: Marketing / Sales