Sharing values with customers builds loyalty and can be a valuable differentiator in competitive markets.
Marketing
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Firing the Right Customers Is Good Business
Use evidence-based criteria to decide when to drop unprofitable customers in order to better serve your profitable ones.
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The End of Averages for Marketing Budgets
Marketers have long benchmarked their budgets against their peers’ spending. But it’s time to seek better metrics than the average budget.
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Why Text-to-Image AI Requires a New Branding Mindset
Consumers and top brands are cocreating campaigns using generative AI tools. Are you ready to manage the opportunity?
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Design Your Marketing Organization to Fit Your Company’s Growth Stage
Interviews with 100 CMOs reveal common challenges in designing marketing organizations, as well as ways to address them.
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The Myth of the Mainstream
In a polarized culture, market to your brand’s top supporters, who can help build your fan base among skeptics.
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Why Digital Ability Trumps IQ
Transformation success requires moving beyond “digital IQ” by linking employee ability to performance outcomes.
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Manage Your Customer Portfolio for Maximum Lifetime Value
Better-informed decisions on customer relationship conversion, leverage, and defense can drive revenue and lower costs.
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Employer Branding Is the New Marketing Imperative
CMOs and their marketing teams are well positioned to help companies build a brand that attracts and retains top talent.
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How Do Customers React When Their Requests Are Evaluated by Algorithms?
Managers’ intuition about how customers will feel about decisions made by algorithms rather than humans is often wrong.