Which is more important, strategy or execution? This is a question recently tackled by McKinsey, among many other consulting firms, and their conclusion is that disruptive strategy is more important than execution. Contrast that with the advice given by folks like Gary Vaynerchuk, who is 100% all-in on high-speed, flawless execution; truisms like “best is
I had the privilege to speak to college students recently at Wheaton College, thanks to Professor CC Chapman‘s invitation, about the role and impact of artificial intelligence on the marketing profession. During the Q&A, one of the students asked, “Shouldn’t we be focused on creating jobs for people instead of destroying them?” This is an
Buying a martial arts black belt from Amazon does not bestow the skills of a martial artist on the buyer. Hiring someone unqualified and giving them the title of CMO does not confer any skills the candidate didn’t already have. Misnaming something to defy reality or take shortcuts never creates the results we want. Take the
We love key performance indicators in marketing, because they’re often the yardstick by which our efforts are measured. We’ve discussed the difference between KPIs and metrics previously, as well as what marketing’s top KPIs are. Today, let’s explore a critical error many marketers make: optimizing for one KPI. What is Optimizing for One KPI? Optimizing
One of the most difficult things to understand in marketing strategy is the key performance indicator. What is a key performance indicator? What’s the difference between a key performance indicator and a goal? Goals are objective metrics. They answer the question of whether we’re there yet in the road trip of life. If goals are
