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Articles
A whitepaper - By John Watson, June 2009
As a marketing consultant and entrepreneur who works primarily with entrepreneur-driven companies from start-up through to mid-size enterprise. There’s one challenge that I see all the time that significantly affects a company’s earnings growth performance. The problem is defining who is responsible for sales and marketing investments?
This may seem an odd statement, since in most entrepreneur driven companies the entrepreneur is the clear leader. However, to whom does the onus of marketing leadership fall when the entrepreneur is inexperienced or just not interested in sales and marketing?
By John Watson, June 2007
There is a wave of change rolling through the marketing community. Somewhere around the new millennium, a tiny segment of the marketing community became infatuated with the idea of accountable marketing. The basic idea is that marketing can deliver a measurable return on investment. Compare this to accepting the old saying that “50% of my marketing dollars are wasted, I’m just not sure which 50%”, and you can see why there is such interest in the topic. The idea is beginning to go mainstream now (in 2007) as the tools are maturing and becoming accessible to smaller and smaller firms.
By John Watson, February 2004
“I seek the Holy Grail” responds Arthur when asked of his quest, in Monty Pythons classic film. Arthur’s quest seems clear and specific, to acquire the grail. However, what if we asked him to be clear on what outcome would be served once the grail was acquired or simply “Why”. We might have asked him to consider other more effective options. Of course the comedy is watching the epic struggle to achieve an unclear purpose. It’s funny in films, but costly for business. As professional service providers, we make this choice every day. We either support the epic struggles or point out shorter paths. A few well-intentioned questions are all it takes.