Tag: Для генерального директора
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How to Understand Marketing Reports: Separating Logic from Noise.” A Guide for the CEO
How to Understand Marketing Reports: Separating Logic from Noise.” A Guide for the CEO Every month, you receive a report from the marketing department. It’s a 20-page document full of charts showing upward trends: social media reach has grown by 30%, website clicks have doubled, and engagement is breaking records. Everything looks very positive. However,…
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“How to Stop Managing Marketing Contractors ‘By Hand’:” A Guide for the CEO
“How to Stop Managing Marketing Contractors ‘By Hand’:” A Guide for the CEO You hired a marketing agency and several freelancers to free up your time so you could focus on strategy. But what actually happened? You’re now consumed by an endless stream of managerial tasks. The media buyer sets up advertising campaigns, the designer…
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Why Businesses Need Nurturing and Account-Based Marketing (ABM)
Why Businesses Need Nurturing and Account-Based Marketing (ABM): Explaining with Numbers How to Stop Wasting 95% of the Marketing Budget Take a look at your marketing budget and ask yourself, “Where is this money really going?” I’ll tell you where. In most B2B companies, up to 95% of the budget is wasted. This is not…
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Marketing as an Organizational Structure: Why You Should Design Roles, Not Just Hire People
Marketing as an Organizational Structure: Why You Should Design Roles, Not Just Hire People Your business is growing, and you reach the obvious conclusion: “We need marketing!” The next step also seems obvious: “Let’s hire a good marketer.” You find an energetic specialist who starts doing everything: launching ads, managing social media, writing copy, and…
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How to Manage Marketing if You’re Not a Marketer: A Framework for CEOs
How to Manage Marketing if You’re Not a Marketer: A Framework for CEOs For many executives, marketing can seem like a “black box.” You know it’s vital for growth and allocate significant budgets to it, but you don’t fully understand what’s happening. This lack of transparency can lead to two destructive management styles. The first…
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The Growth Ceiling: Four Signs You Have Squeezed the Maximum Out of Your Market (and What to Do Next)
The Growth Ceiling: Four Signs You Have Squeezed the Maximum Out of Your Market (and What to Do Next) For several years, your company grew by 50–100 percent per year, easily capturing market share. But over the last two quarters, something has changed. Growth has slowed to 10–15 percent. Your team is working just as…
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Good marketing means fewer requests for technical explanations. How to Give Engineers Their Development Time Back
Good marketing means fewer requests for technical explanations. How to Give Engineers Their Development Time Back How much does an hour of your lead architect’s time cost? Multiply that by the number of hours they spent last month on sales calls answering the same questions repeatedly about security principles or integration capabilities. The resulting sum…
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Marketing that doesn’t understand your product’s architecture is harmful. Why is the CTO your best “salesperson”?
Marketing that doesn’t understand your product’s architecture is harmful. Why is the CTO your best “salesperson”? Marketing that doesn’t understand the fundamentals of your product’s architecture isn’t just useless; it’s harmful. This harm appears in two forms. The first and most obvious form occurs when marketing promises something that does not exist in the product,…
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The CEO Should Not Be a Marketer. The CEO should understand the system.
The CEO Should Not Be a Marketer. The CEO should understand the system. As we’ve stated in previous articles, the final responsibility for marketing success lies with the CEO. The first reaction to this idea is predictable: “Wait, but I’m not a marketer! I don’t have time to understand SEO, SMM, and targeting. My job…
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Systemic Marketing: Why Your Business Needs It, Not Just the Marketing Department
Systemic Marketing: Why Your Business Needs It, Not Just the Marketing Department Let me ask you a question. Who in your company is ultimately responsible for marketing? Nine out of ten executives will answer without hesitation: “The chief marketing officer” or “the marketing department.” They would be wrong. The correct answer that the CEO of…