Achieving High Performance and Profitable Growth through Marketing Asset Management
Marketing Asset Management provides a coherent and integrated platform for extracting real value from marketing assets-such as research, competitive intelligence and best practices-by improving the creation, control, aggregation, distribution, management, reuse and repurposing of these assets. Through Marketing Asset Management, organizations can improve performance along several dimensions at once, including strategy development, brand management, innovation, campaign creation and execution, performance management and employee competency.
Content: Article | Authors: Marianne Seiler, Mary Hamilton | Source: Accenture | Subject: Marketing / Sales
Marketing Masters: How High Performance Businesses are Using Effective Marketing to Drive Profitable Growth
Accenture research suggests that market leaders climb to the top of their segments by building incredibly strong bonds with their customers. They’ve done so by mastering the skills and capabilities that form the core of marketing–especially those identified as having a significant impact on loyalty-and by recognizing that responsibility for marketing is shared across the organization.
Accenture also discovered that there are five key factors that … [ Read more ]
Content: Article | Authors: Marianne Seiler, Susan Gurewitsch | Source: Accenture | Subjects: Best Practices, Marketing / Sales
Timing the Handoff
Converting prospects to paying customers is more expensive-and far less effective-than it should be for many companies. Here’s a systematic way to help you improve the distribution of leads to sales reps.
Content: Article | Authors: Brian K. Crockett, Marianne Seiler, Steven S. Ramsey | Source: Outlook Journal (Accenture) | Subject: Marketing / Sales