Category Archives: EMM
Change versus Knowledge
As you know, I find people’s resistance to change interesting. Here’s why: Change may work. It may not. It might take hold. It might morph. Change is full of maybes. You try to engineer as best you can to ensure success. You build upon a business case which provides the foundation for making change. You […]
Un-Loose Change
Rule Number 1: Any system will move toward chaos. So, in response you must: – actively participate in your organization’s adaptation to something new – be forced to change anyway See, your desire to participate in an organizational change or not has no bearing on the outside world who […]
Increasing Your Speed to Market
It’s interesting how many companies say they want to increase their speed to market. And then go right on throwing major obstacles in the way doing that. If you want to move toward the market with the speed of well tuned racing bike, then guess what? You better make sure you have cleared the road […]
Getting Marketing Resource Management Right: Advice For Marketers, From Marketers
As a whole, marketers have been making steady progress toward reinventing our methods to support the hyper-connected digital universe in which our customers live and breathe. However, as marketers, a lot of us are still planning marketing efforts using sneaker patrol and the spreadsheet network. Tell me, aren’t you tired of it? Why does getting […]
How to Fix What Ails Marketing Technology Projects
Every organization deserves a business centric, scenario based solution design to address questions such as:
How does our organization currently operate?
What should we change?
How would it look to new users?
What would that solution look like in a new tool?
What is the solution in terms of specification and design?
How do we integrate the solution?
How do we test, educate, and adopt with actual business cases?
5 Ways to Improve Your Campaign Design Before/During/After You Build
Here are 5 tricks/tips/techniques to improve the way your organization designs campaigns. You should find these equally accessible if you are using Unica, Aprimo, Alterian, Neolane, even, if you have to, Siebel… What: Create a “Design of experiments” template that allows us marketers to identify what we want to test. Alternately said: At least start […]
Step 2 in The Enterprise Marketing Management Landgrab: Teradata takes Aprimo
(here is the post at covalent marketing’s blog: bit.ly/fqZ3nV) Since I wrote about the Unica and IBM deal when it happened, my colleague and EMM tech guru Stanton Willins wrote about the Aprimo and Teradata announcement. Here are some of my key takeaways: 1. The Aprimo deal was for $45mm more than Unica – […]
