Jacob Ader, Julien Boudet, Marc Brodherson, Kelsey Robinson
Brand building’s measurement problem has obscured its importance. As a result, many CMOs shift too much of their marketing spend toward the easy-to-justify capture of customers at the bottom of the funnel at the expense of the less tangible generation of customer demand and attention at the top. This skew toward bottom-of-the-funnel campaigns has significant implications for long-term value. […] To redress this imbalance, leading … [ Read more ]
Content: Quotation | Authors: Jacob Ader, Julien Boudet, Kelsey Robinson, Marc Brodherson | Source: McKinsey Quarterly | Subject: Marketing / Sales
Women in the Workplace 2017
More companies are committing to gender equality. But progress will remain slow unless we confront blind spots on diversity—particularly regarding women of color, and employee perceptions of the status quo.
Content: Article | Authors: Alexis Krivkovich, Irina Starikova, Kelsey Robinson, Lareina Yee, Rachel Valentino | Source: McKinsey Quarterly | Subject: Women in Business