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CONTENT TYPE: Article | TOPIC: Marketing Management

Feeling stuck in a certain stage of your business maturity? Siloed data and a disconnect between departments might be the culprit, and appointing a RevOps leader could solve the problem.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

The key to finding an effective solution to divisions between Sales and Marketing is to understand what's causing conflict in the first place. Here's how to evaluate your own company's situation for optimal alignment between the two teams.

CONTENT TYPE: Article | TOPIC: Marketing Management

Although the sales team shouldn't function exactly like your significant other (at least, we hope not), marketing leaders can learn a lot about alignment from how a marriage endures. Check out these four lessons.

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Marketing can play a critical role in improving loyalty with the customers your company wants to keep. In fact, there are three specific areas where marketing can have a significant impact.

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This week, add your two pesos to the dilemma: If you're a service business or sell a more complex product, is it still possibly to take advantage of the holiday shopping season? Also this week, read your answers to last week's problem: What is the best approach or message for marketing technical services and solutions?

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Have you learned the best way to identify and serve customers in your target segments? Segmentation could be the marketing tool that sets your company apart from the competition. Get the full story.

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Marketing Operations is an emerging discipline with the potential to significantly increase performance and accountability in complex marketing organizations. It addresses the seven deadliest marketing sins that plague organizations of all sizes by leveraging a strong front-end infrastructure to reinforce marketing strategy and back-end programs and tactics. Is your organization ready for a change?

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What does it mean to truly be marketing-led organization? And what does it take to understand the consequences in implementing this dramatic shift in strategy and culture?

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Think of personas—customer archetypes—as "stand-ins" representing the needs, goals, and personal characteristics of various groups of your customers. They are invaluable for giving salespeople insight into the behaviors, expectations, and motivations of users and buyers in the buying process.

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Walk through any bookstore and you'll find dozens of books about the marketing and branding efforts of corporate America. The process of corporate communication has been thinly sliced and diced over and over, but what you won't find is a book about the one truly essential characteristic in our 21st century world: the company persona -- and how words that work are used to create and sustain it.

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During the 12 years that Christa Carone has been with Xerox, the company has been on quite a roller-coaster ride, having gone through significant challenges back in 1999 through 2001/2002, when the company's brand and reputation really took a hit. Recently she discussed with Roy Young her work to strengthen the company's reputation in the marketplace, to bring the brand back to a place that is worthy of such an iconic name like Xerox, and to help the company grow.

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For decades, the prevailing wisdom was that nonprofits should learn from for-profit enterprises how to become "more businesslike." Many nonprofits thus embraced best practices in branding, marketing, service delivery, money management, and leadership. They have also learned how to keep different business models running simultaneously. To be successful in all these endeavors has required nonprofits to develop approaches and skills—particularly in communication and branding—that (surprise!) for-profits can now learn from.

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You already know that a dashboard is an essential tool for improving (and proving) marketing effectiveness. These five steps will help you and your marketing team get started on the road to creating a dashboard that works for you.

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To make customer experience stick as part of your operation, you need to have an organized and phased approach for integrating it into your organization. Without it, customer experience becomes one more customer-focused tactic that your company tried for a while and then abandoned.

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To significantly boost sales, you've got to understand base sales drivers and marketing's impact on them. Learn from examples that illustrate how factor analysis can help you yield consistently high ROI.

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These days, if a marketing organization is to deliver value and show tangible results, it must build an analytical culture. If yours is like most marketing organizations, you already pack a strong dose of creativity. Analytics enables you to combine that creativity with fact-based decision-making—with powerful results.

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Most businesspeople intuitively know that the key to successful marketing is having a marketing plan—a blueprint for action. But many companies operate without one, focusing instead on the issues of the moment without committing to a long-term strategy. A marketing plan does not need to be complex, but it does require several elements to be effective.