Articles

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The opposing forces of every business

“Every business faces the opposing forces of the pull for more growth against the pull for more profitability; the demand to show profit today against the need to invest in the company’s future; and the call for optimizing the whole against the tendency of individual parts to maximize their own performance.

 

The three performance tensions — growth versus profitability, short term versus long term, and whole versus parts — provide fundamental energy that can be harnessed to deliver superior, sustainable results.”

 

 

(Ken Favaro and Saj-nicole Joni in “Getting Tensions Right” in Strategy+Business 24 Aug, 2010)

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The rise of the marketing operations director

The complexity of modern marketing means companies are increasingly splitting marketing into operations and strategy, and increasingly they’re looking for marketing operations directors.

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When marketing strategy is worthless

Imagine the following scenario: it’s the annual brand strategy seminar for a large, multi-national B2C company. The VP of Marketing goes on stage to present the new marketing model.

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Marketing’s influence is not the goal, part 2

When marketers complain about the lack of influence at executive level they’re grabbing the wrong end of the stick.