July 2010

Data as a new marketing channel

Marketers love data. Web analytics, behavioral targeting, social media monitoring, audience measurement, and ever-expanding CRMs are all testament to the demand for more data about prospects and customers. But that kind of data flows one-way: from the outside world into marketing. However, a new way of marketing with data is emerging that heralds a more significant shift for marketing — and for the web itself. It’s about reversing the flow, having marketing publish data to …

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Scaling the new marketing organization

What’s the best way to scale marketing? When marketing grows beyond one person, how do you divide up the work? This is one of the key strategic decisions the CMO makes, as the architecture of the marketing organization shapes its strengths and weaknesses. As my operations professor at MIT often said, “structure dictates behavior.” The most common way of organizing marketing has been a hybrid of three kinds of divide-and-conquer approaches: by product (and overall …

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