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Here's a scenario many of us have experienced: The CEO sets the revenue goals in the annual business plan; the plan is handed down; and the business units scramble to make the numbers. Only one thing is wrong: We don't know how the decision was made about what matters. Deciding what matters leads to solid criteria development. Deciding what success looks like will drive what matters. There is a link between what matters in a general sense and what matters to your business unit or organization. Follow these four steps to figure it out.

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Here are five essential areas of any email marketing program that are worth poking around in. Turn over some rocks, and don't hesitate to dump anything you discover underneath that shouldn't be there. In the spirit of spring, let's do some email cleanup.

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As much as we would all like to believe that we're masters of our own destiny, the unfortunate truth in business is that growth stalls. Over the course of a decade, more than half of companies stall... and that's in normal economic times. Given what we're facing now, how should companies respond?

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The need to better align the sales and marketing organizations is generally well known. They are connected through their shared roles in motivating customer-purchase activities and divided by different cultures that concentrate on distinct portions of the customer-purchase funnel. There's no doubt that alignment is good, but what must you ultimately accomplish to drive performance and profitability?

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There's been so much talk about the need for true innovation in recent years, it's bound to be a surprise when a consumer product touts the fact that it's saying "no" to innovation. A short MediaPost article, Post Shredded Wheat Celebrates , was startling, refreshing and downright terrific–for just that The premise of the Post Shredded

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As marketers, data is our friend. We use it as a tool to better understand our target audiences, we leverage it to build strong business cases and we rely on it to help guide where our marketing spend should go, and Many times we pore through the Web to find free studies and statistics. Other times

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We know plenty about Twitter's crazy growth rates and mushrooming membership. We know about brands on Twitter, celebrities on Twitter, politicians on Twitter. We know Twitter apps, hashtags, trends, tools, tips and tricks. But we understand less about the motivations of Why do people use How do its users feel about common practices there? What are

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The global financial crisis of 2008 and beyond has shaken countries, markets, and individuals, in turn causing increased pessimism, angst and even anger. And yet, for those wishing for things to "return to normal", a new survey argues that we're in the "new normal". What are the lasting impacts of the so called Great " and

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I was a gift card virgin - until recently. Now, I will not use them anymore. Number one - they aren't worth the trouble. Number two - they aren't worth their full face value. There's hidden info that consumers don't know about until they try to use them, which brings me to number three...

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According to a recent Reuter's "Foodmakers tout innovation to battle imitation," food manufacturers stated at the Reuters Food and Agriculture Summit in Chicago in mid-March "that they are the ones who develop innovative new products and spend marketing dollars to draw shoppers into retailers' This statement was issued, no doubt, to counter perception of the growing

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Marketers talk about asking for feedback all the time. Yet, few marketers take the time to really engage with subscribers on any level. That's why BettyCrocker.com stands out.

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Measuring your natural-search performance is definitely a good idea. However, establishing goals for your natural-search program is what will help communicate direction for the program and serve as a guide for measuring overall success. The challenge lies in establishing realistic goals in an achievable timeframe.

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You get it. Email needs to be relevant, timely, and personalized, and it has to arrive in the inbox—not the spam folder. When an email renders, it should load images perfectly, guide the eye through stunning, effective design that drives subscribers to convert—download, purchase, whatever. But effective one-to-one marketing is more than just email.

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Harnessing the power of customer insights throughout your organization produces a powerful, ongoing interactive connection with key constituents that competitors can't duplicate. Beyond the clever words and attention-getting visuals, the connection with the customer truly engages. When the product has been reviewed, when the ad is over, it's the feeling that remains that makes the sale and keeps the customer. If your marketing is based on customer insights, it's likely that your customers are going to feel understood—and therefore good about themselves. That's the feeling that will build the brand and drive sales.

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Creativity is hard Sure, an idea can strike out of the blue, but very few of us are paid for ideas alone. If you are like me, it is in the alchemic work that follows ideation where the true rewards are to be Shepherding an idea through various checkpoints and turning it into something tangible takes