Marketing

Use evidence-based criteria to decide when to drop unprofitable customers in order to better serve your profitable ones.

Marketers have long benchmarked their budgets against their peers’ spending. But it’s time to seek better metrics than the average budget.

Consumers and top brands are cocreating campaigns using generative AI tools. Are you ready to manage the opportunity?

Interviews with 100 CMOs reveal common challenges in designing marketing organizations, as well as ways to address them.

In a polarized culture, market to your brand’s top supporters, who can help build your fan base among skeptics.

Transformation success requires moving beyond “digital IQ” by linking employee ability to performance outcomes.

Better-informed decisions on customer relationship conversion, leverage, and defense can drive revenue and lower costs.

CMOs and their marketing teams are well positioned to help companies build a brand that attracts and retains top talent.

Managers’ intuition about how customers will feel about decisions made by algorithms rather than humans is often wrong.

The pandemic forced companies to speed digital transformation and adapt to a virtual world. Customers are now rewarding those that offer the best experiences and engage authentically. To succeed in the next era, businesses and marketers must meet new expectations and build new strategies and skills.