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If you're able to just snap your fingers and make work appear on command, more power to you. If not, and you ever find yourself having to do some sales, what follows are some musings from a business development department about preparation, organization, getting and staying in touch, and keeping it all going... .

CONTENT TYPE: Article | TOPIC: Social Media Marketing

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Silvia Lagnado, new group vice-president at London-based Unilever, embodies marketing championship—in particular, the ability to "span silos" by building bridges between marketing and her company's many other functions to generate cash flow. Silvia heads a team devoted to "brand development," including conceptualizing new products and creating advertisements, packaging, and marketing strategies. Here, Roy Young uncovers what makes her a "marketing champion."

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Take the time to ensure you have a well-thought-out, fully developed marketing strategy. It may require more work upfront, but it will pay off in the long run. After all, about the only thing worse than not knowing where you're going is starting out for your destination, only to find out later that it's not really where you want to go.

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Innovation seems so unmanageable—more akin to the artist searching for a muse than a business process. We dive into the "fuzzy front-end" of product development hoping that by talking to customers or anticipating trends we will find that source of inspiration, that flash of insight. Here's a different suggestion: Break a rule! Do something that disrupts a fundamental tenet of your market or industry.

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This week, readers offer ways to sift through executive-level advice and keep potential Web design meddlers in check.

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Since marketers first entered the boardroom as CMOs, companies have recognized the strategic value of marketing. Often, sadly, that recognition has not been translated into quantifiable business success. But there is a way to magnify the strategic value of marketing and simplify marketers' jobs in the process. All it requires is that marketing take an early and active role in defining the company's product portfolio.

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In today's workforce, employees who are Spanish speakers give companies a competitive advantage. Smart companies do not put the cart before the horse: They build an infrastructure of Hispanic employees before advertising to Hispanic market segments.

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B2B events are incredibly efficient. Your clients and prospects gather there... in growing numbers. Plus, events like these blend face-to-face selling and broadcast-style marketing, giving you a shot at the best of both worlds. Provided you're smart. And, provided you can overcome the professionals' legendary reluctance to be, well, social. What do you do, then, to get the most out of these opportunities? How do your overcome your introversion? Or, at least mitigate its effect?

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As competition heats up and sales start to stagnate, companies often seek to breathe new life into the brand through rebranding. In all too many cases, however, those expensive rebranding efforts fail to yield the desired business results. Here are some of the key reasons rebranding often fails. More than executional mistakes that blunt the effectiveness of rebranding efforts, these are critical errors that almost always lead to failure.

CONTENT TYPE: Article | TOPIC: Writing

Just as teenagers use catch phrases, certain words and phrases crop up again and again in Web sites and news releases—so much so that the gobbledygook grates against nerves. Well, duh. Like, companies, yeah, they just totally don't communicate very well, you know?

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If you and your marketing team use an ad hoc approach to processes, you've got serious problems. For one thing, this tack deprives you of the credibility you need to earn your superiors' and peers' support for your ideas. When non-marketing executives sense that the marketing group is using ad hoc processes, they question those processes' reliability—as well as your team's professionalism. Non-standardized processes also waste time and money as people duplicate one another's efforts or work at cross-purposes.

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The business conference season is in full bloom this month, and you've probably noticed that many of these get-togethers are focused on the current hot topic of corporate innovation. Yet, attendees could benefit taking a moment to peek back into history and learn from the innovators from another era.

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When people hear about online marketing, they often think of two of the more popular methods that a company can use to enhance its visibility on the Web: organic search engine optimization and pay-per-click advertising. In an ideal world, you would use both strategically to maximize your site's profile. However, budgetary constraints often make that impossible, and trying to do both on a limited budget or with minimal resources can result in neither campaign producing ideal results. In this case, it's usually better to focus on one or the other. But which is best for you?

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What's the best way to get big results from a small budget?