Marketing Archives - Page 10 of 11

Finding Your Way Beyond “Best Practices” — An Agile Marketing Crash Course

Does it feel like you are always chasing the leader in your category? Your team has all the bases covered and boxes checked, including search engine marketing, social media, email automation and video content. And the quality is first rate. Yet year-in and year-out you are still in reactionary mode, trying to beat the champ using the best practices they probably pioneered in your industry. To gain ground and win big you need to play by a different set of rules. That means ditching your dependence on imitation in favor of [...]

Finding Your Way Beyond “Best Practices” — An Agile Marketing Crash CourseNeil Ruffolo2021-11-17T09:51:22-06:00

Are Your Metrics Misleading? Avoid These 6 Mistakes of Business Intelligence

I started off intending to write an article on metrics. What I realized quickly was there was no real consensus on specific metrics. In fact, deciding which metrics are most critical is a strategy unto itself. Looking at individual metrics without putting them into the larger context is like looking at an elephant through a microscope. So, think of metrics in terms of your ‘Business Intelligence Strategy’. When developing a Business Intelligence strategy, there are six common mistakes and ways to avoid them: Mistake #1. Misapplying Metrics. The most common mistake [...]

Are Your Metrics Misleading? Avoid These 6 Mistakes of Business IntelligenceDan Roglin2021-11-17T09:52:10-06:00

Navigating Go-To-Market Alignment As Your Portfolio Evolves

Recently at Dorn, we’ve been talking a lot about changes that occur in the marketplace or the business landscape that affect how your business is positioned to grow. But oftentimes, the biggest changes you have to deal with are those that you create yourself. Many of our clients have either been recently acquired as a part of a mergers and acquisitions deal or, they have added to their portfolio on the buy side of an acquisition. Still others have aggressive ongoing new product initiatives that are constantly changing the landscape of [...]

Navigating Go-To-Market Alignment As Your Portfolio EvolvesMatt Troy2021-11-17T10:50:48-06:00

A Better Approach for Industrial Product Launches

It’s been three months since you launched the product that was supposed to provide a big boost in this year’s sales. Early returns are soft, but you were forecasting for a six-month ramp up before you really saw the velocity numbers that made your sales projections viable. So you’re trying not to worry, but at the same time, you’re not overly optimistic. Sound familiar? If you’re here, chances are it’s too late. Your new product launch (NPL) is likely doomed to come up short of expectations. But, don't dismay, the most [...]

A Better Approach for Industrial Product LaunchesMatt Troy2023-01-20T12:02:41-06:00

How to See Beyond the Martech Hype from the Top of Mt. Stupid

There is nothing new under the sun. In my experience, most things touted as totally new are a natural evolution of what came before. And in the field of marketing technology – or martech – there is no shortage of examples. The Thomas Register may still live on as ThomasNet, but it’s hard to argue that traditional supplier directories were not bushwhacked by Alibaba and general purpose search engines like Google. SEO is likewise the technological descendent of naming your business AAA Precision Tool to gain the top spot in an [...]

How to See Beyond the Martech Hype from the Top of Mt. StupidNeil Ruffolo2021-11-17T10:55:00-06:00