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Regardless of the business model that predominates in your company, you can help your superiors and colleagues see your connection to cash flow by actively supporting that model through your marketing strategies.

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All too often, Web pages, even homepages, provide readers with a variety of choices, but don't really provide a clear way forward. This is particularly true when a site has multiple products or services to sell. If visitors read your homepage and become interested in something you are selling or offering, what should they do next? Where should they click? Are they ready to go directly to the order page? Would conversions be higher if visitors first read a full sales page?

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Today, your Web site is more than just a media source where people find information about your business; it's the place where many customer relationships begin. In your prospects' minds, their experience of your site is a foreshadowing of their experience with your company or organization. Establishing a favorable relationship is quite a challenge. But you can improve your odds by challenging your site with these 10 important questions.

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This week: Should you hire experienced marketing professionals, or those with less experience but more potential?

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In the nonprofit sector, marketing is often considered a dirty word, a necessary evil that no one admits spending too much time or money on. But to build a successful nonprofit organization to help people, you still need to follow the laws of branding. Why? Because powerful nonprofit brands will raise more money, attract more volunteers and help more people.

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It takes an incredible amount of intense drive, determination, and a strong ego to breathe life into a business and create products from scratch, but it's also that same ego that won't let a business owner be objective about what their business needs to succeed.

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Pay-per-click advertising is the biggest lead-generation breakthrough to come about in a long time. For small and midsize companies, in particular—and thanks to its ability to narrowly target prospects, tightly manage spending, and precisely measure results—PPC is one of the most efficient lead generation tools ever developed. It does, however, have a downside.

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"You're doing what?" was the astounded reaction the author received from colleagues when she decided to leave a decade-long marketing position and take a new job in another industry. She was doing the unthinkable, and not at the early stage of her career but right in the middle—just when most marketing professionals get very comfortable. Why did she jump? And how do you know if and when it's time for a similar change?

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Most people who ask "What do you do?" aren't signing up for the lecture, so don't give it to them.

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Here's a challenge to you: What is your company like? What metaphors would you use to describe your organization? And: what would your colleagues say?

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Wendy White recently came from Intel to serve as Motorola's director of global technology for marketing and communications. She heads up marketing for all R&D, software, and early-stage technology incubation, and what's more, embodies the new-product-development breed of marketing champions. Here, White talks with Roy Young about the challenges and rewards of her role as well as the larger issue of how she "markets marketing" within Motorola.

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The ultimate goal of any marketing campaign is to create brand loyalty. You want customers to remain loyal to you no matter what price your competitors offer them, no matter what product substitutes they offer, no matter what services they offer. But what if a customer's experience wtih your organization is less than shining? Here's how to handle that, too.

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Cheryl Keener, recently named senior director of customer development at Sunnyvale, CA-based Network Appliance, leads her company's "Evidence to Win" program. In part, the program is designed to cultivate positive relationships with major customers by documenting the success stories that customers tell as a result of using NetApp's products. Here, Keener talks with Roy Young about the development, use and context of her program as well as discusses the larger issue of being a "marketing champion" inside her organization.

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Marketing departments perform many tasks throughout the year: hiring good talent, keeping quality employees, choosing the right communications strategy, improving ROI, and generating higher quality leads for Sales. But with increasing competition and diminishing budgets, achieving these goals is becoming increasingly difficult. Fortunately, there is a crucial step that marketing departments can take to have a positive impact on the outcome of their initiatives for the year: deploying an effective lead-management process.

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What does it really take to cement brand loyalty? In addition to time, patience, commitment, and sound brand management, what else can marketing executives do to build and maintain brand loyalty? Especially in an age when the consumer has so many choices—too many choices—in an increasingly global marketplace?

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This week: When you aren't ready to send a product out to pasture, how do you reinvigorate it? How can a company reposition its brand and increase sales?

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A few weeks ago the author penned a popular article here on how negative thoughts can sabotage your writing. This week, she looks at the mirror image of the topic. Read on to find out how this look at the "flip side" can help you write faster and better.