Integrated Marketing Feeds Growth
 As the dust settles in Shanghai and GIL Global 2010 attendees unpack their suitcases, we congratulate you all on the successful implementation of your growth, innovation and leadership initiatives this year. Take a moment now to acknowledge all the people in your organization that made it happen in 2010 and then commit to redoubling your efforts to build an integrated and diversified marketing program that supports the CEO’s Growth Team for 2011.
Make it actionable! Know what’s on your Growth Team’s docket in the coming year and develop robust, integrated marketing initiatives that feed the growth channels to help you achieve these goals. Collaboration across functional teams and coordinated, multi-channel marketing efforts that directly address these goals will be the key to maximizing your company’s growth opportunities in the coming year.
As we begin to look back at what we’ve done
right and look forward to expanding
our effectiveness—in
marketing and in every area—we
need to think outside the box we’ve been operating in. The following articles
are intended to help you do this: to drive greater cross-functional integration,
to build a culture that facilitates technological innovations and to realize new
growth!
Sincerely,
David Frigstad
Chairman
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FEATURED ARTICLE
Integrated Marketing that Delivers Results
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By Keith Piques
Chief Marketing Officer
Ply Gem Industries, Inc
How do you allocate your marketing
spend? What’s
the right marketing mix?
How do the Marketing and
Sales teams
work together to create demand?
Keith
Piques, CMO of Ply Gem Industries
asks the tough
questions and then
discusses an integrated marketing
technique that delivers the results.
>>more
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CASE STUDY
A Kodak Moment:
Social Media is a Company-Wide Endeavor
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By Keith O’Brien
Vice President of Research
Frost & Sullivan
and
Marcus Westling
European Program Manager
Growth Team Membership
Frost & Sullivan
Frost & Sullivan’s Growth Team
Membership TM (GTM), which provides
case-based best practices to address the
internal challenges that executives face
within their respective functions,
was tasked by its Marketing members
to investigate the key challenges around
social media. This article summarizes
some of the insights identified around
the first big question facing marketers:
How do I get started successfully in social
media? >>more
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ASK THE EXPERT
Integrate Online and Offline Marketing
Efforts to Continue the Conversation
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By Brian Carroll
Executive Director of Applied Research
MECLABS
At its core, lead generation is a
continuous, congruent conversation
carried through a multitude of mediums.
To secure the highest return on
marketing investment, you must move
those conversations from introduction
to close as efficiently as possible, and
know precisely what took them
there and why.>>more
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INDUSTRY EXPERT
Prescribing Innovative Technology
Solutions for Smarter Healthcare
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By Barbara A. Archbold
Partner, Healthcare Leader SE Asia (ASEAN)
IBM Global Business Services
While global health has never been better,
most people feel global healthcare
systems are in crisis. In this article,
Barbara Archbold of IBM Global Business
Services, talks about replacing the existing
inefficient and outdated technology
with ”smart” healthcare systems to
allow better integration across
clinical operations, research and
financial systems.
>>more
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FROM THE TRENCHES
Building an Innovation-Conducive Culture
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By Manoj K. Singh
President
Singapore, Malaysia & Vietnam
Global CEO Clubs
The concept of innovation has become
the most important a la carte priority in the
modern corporate world. Organizations
today must be able to build a culture of
innovation that absorbs and responds to the
changes in technology and to the market conditions.
The idea is to lead the change as the
environment changes... >>more
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MEGATREND REPORT
New Satellite Launches Drive Collaboration and Innovative Applications
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By
Aman Pannu
Consulting Analyst
Frost & Sullivan
This month, Frost & Sullivan’s Megatrend
research takes a look at the impact of
cross-functional applications related to
innovative Future Satellite Technologies
in the Aerospace and Defense industries
to meet the needs of a diversified
client base. >>more
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EXECUTIVE INSIGHT
Sales and Marketing Must Win
the
Three-Legged Race
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By Amy Bills
Director of Field Marketing
Bulldog Solutions
InTouch CEO Brian Carroll uses a
terrific analogy for Sales and Marketing
alignment: the three-legged race he
participated in (and won) recently at a
company event. When Sales and Marketing
are in lockstep, going in the same direction,
marching to the same tune and interested
in collaboration, Carroll notes, the
whole team wins.>>more
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WE ASKED, YOU ANSWERED
The Sales and Marketing Divide
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Bulldog Solutions has collected data via their Executive Benchmark Assessment as well as during the BtoB Leading Edge Virtual Trade Show. Here are just a few of the results that indicate industry practitioners have not quite arrived at seamless sales and marketing integration of processes, programs and/or systems to address the growth needs of their companies.
Are you generating enough demand (sales leads) to satisfy your sales team?
Has your organization defined stages of the demand pipeline (such as marketing qualified leads, sales accepted leads and sales qualified leads)?
Do you have an effective lead nurturing process?
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"Much has been said about the fabled divide between Sales and Marketing. Despite all of the anecdotes, however, the real divide is not a personality-driven issue. Our comprehensive survey of sales executives in North America and Europe illustrates this point: Among other things, the survey identified the number one challenge facing sales teams today: the lack of qualified prospects."—Naylor Gray,
Director, Global Marketing,
Frost & Sullivan |
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Source: Executive Benchmark Assessment, Frost & Sullivan and Bulldog Solutions |
