Clik here to view.
Achieving collaboration in client agency relationships
With so many communications channels available, marketers are using a wider selection of service providers and requiring them to work closer together to provide a consistent brand communication. Some...
View ArticleClik here to view.
Achieving business strategy alignment between the CFO and the CMO
The results from The Fournaise Marketing Group 2011 Global Marketing Effectiveness Program Survey that found that 73% of CEOs think marketers lack business credibility because of a lack of business...
View ArticleClik here to view.
When strategy gets in the way of business strategy alignment
The term strategy is used a lot in marketing and especially in agencies. There is nothing wrong with the word, it is more the application of the word that can be problematic to clearly articulating...
View ArticleClik here to view.
Most 360º client agency relationship systems are misleading
I was in a discussion with a UK based company about measuring their various agency relationships around the globe and I asked them “what is it that you want to measure? Performance? Relationship? Level...
View ArticleClik here to view.
Lack of financial acumen may stop marketing being aligned to business strategy
I have written before about the perception of marketing by CEOs (73% of CEOs think marketers lack business credibility) and CFOs (‘Being “good for the brand” is not a business case) in organisations,...
View ArticleAchieving business strategy alignment starts with a common language
My friend and colleague Clement Toulemonde recently shared a list of phrases commonly used in English language that are often misinterpreted by the listener. I suddenly realised that this happens often...
View ArticleClik here to view.
Why collaboration can simply lead to more meetings and not great business...
I recently sat in on a number of meetings with a marketer and their agencies to discuss how they could get a greater level of collaboration between the various marketing teams and the agencies on their...
View ArticleClik here to view.
Delivering the benefits of greater collaboration and business strategy alignment
With increasing complexity advertisers are finding limitations in relying on media and creative agencies as their main advertising providers. Today, most advertisers are juggling five or more providers...
View ArticleHow marketers can exploit the full power of stories for brand and business...
Storytelling in marketing is a hot topic, with a growing and well founded belief that legendary brands like Apple, Nike, Coca-Cola and Harley Davidson have been successful building great stories...
View ArticleClik here to view.
Poor manners leads to poor business strategic alignment with suppliers
I am often amazed at the simple basic rudeness that is tolerated within marketing and advertising, but which leads to poor communication, poor alignment and a large waste of time, effort and resources....
View Article
