The Marketing Bureau

The Art & Science of Win/Loss Analysis
by Rachel Corn, Robin Kahn

First published on www.marketingprofs.com

What better time to think about improving your company's sales-force effectiveness than now? With business growth more unpredictable than ever given the current economic climate, a win/loss analysis may be just the way to help you gain a quick advantage over the competition. Surprisingly, however, most companies don't leverage win/loss. Read more >>

Segment Migration: Where Your Customers Were, Where They Went, and Why
by Mark Klein, PhD

Understanding customer behavior is key to creating marketing campaigns that generate high response and revenue.  Mark Klein shares his knowledge and insights into this key aspect of marketing planning that deals with the core element of marketing practice – analysing, understanding and responding to human behaviours.

First Published on www.marketingprofs.com Read more >>

A 12 Step Guide.
Are you facing increasing pressure from your leadership team to justify your marketing decisions? Most marketers can no longer afford to make decisions based on intuition or gut feel. Today, making good decisions requires data. Data and technology enable marketers to act and react.

First Published on www.marketingprofs.com Read more >>

....Run With the Big Dogs, or Stay on the Porch
By Traci Gere
First Published on www.marketingprofs.com
Marketers get it. To generate support for plans and gain access to needed resources, marketers need to be able to show and prove the connection between spending and desired strategic and financial outcomes.   Read more >>