The proper approach to measuring return on marketing investment (ROMI) needs to include several metrics that paint the full picture. Should “Saves Money” replace “Makes Money” ROMI measurements? Continue Reading
Virtually the only thing Netflix did right was the last thing: promote increased selection for streaming content. Pretty much everything else was a disaster. Continue Reading
Products don’t just need to be usable—they also need to be marketable. Usability, marketability, and UI design intersect properly only when the UI leads the customer to assign value to the product. Continue Reading
The first rule of effectively marketing a professional services firm is to hire the right people to provide those services. Hiring the right people will significantly minimize your marketing expense and hiring the wrong people can scuttle your ship before she sails. Continue Reading
Many technology service firms think primarily of customers when they consider making changes to their brand and marketing strategies. This makes sense: revenue comes directly from customers—therefore marketing ROI is most clearly demonstrated through success in the customer approach. Continue Reading
Arguably, the first rule of marketing technology consulting (such as IT consulting) services is: "Hire great consultants." Following this rule doesn't guarantee marketing success, but it sure does make everything easier. The better your product, the easier time you will have selling it. Continue Reading
Here are 10 important rules for success in selling technology services, based on my experience, third-party research, and industry case studies. Continue Reading
Human nature being what it is, once we have been in a relationship for a while, it is easy to start taking the other person for granted. It is prudent to assume that if you haven’t recently reminded the other person of how great they are (and how great you are!) they might lose track of the value in the relationship. Continue Reading
When spouses don’t pay attention to one another, or communicate productively, they risk losing touch with one another. Imagine this scenario: the girl changes over the course of the marriage; new “customer priorities” emerge. Did the boy recognize those changes as they took place, or two years after the fact? Was he being as attentive as he should have been? Continue Reading