Summary In today's episode, I walk through the difference between change management and digital transformation and how these two frameworks work together when applied to your marketing organization. Here's what this means for you. You gain a practical 5 P's lens (Purpose, People, Process, Platform, Performance) for evaluating any technology or organizational change before you…
One of the most frequent questions I receive on a regular basis is, "How do we determine what our marketing KPIs are?" Marketing KPIs, or key performance indicators, are those numbers, those metrics that will make or break your marketing. Here’s an easy way to determine what your marketing KPIs are. What metrics determine whether…
Summary In today's episode, I explore how to use an engineer with strong data analysis skills and SEO interest but no marketing background by mapping their core technical capabilities to your marketing needs. Here's what this means for you. You gain a practical framework for turning technical talent into marketing value, which saves you time…
Summary In today's episode, I walk through how to get organizational buy-in for a data-driven strategy when teams cling to the "we've always done it this way" mentality. Here's what this means for you. You'll learn how to sell change by framing data in terms of personal benefit for stakeholders and securing quick early wins.…
Mbeiza asks, “Merging Liberal arts with science helps make what one has to offer unique. How can I merge the liberal arts with what I want to do in order to have a unique skill or product to offer?” Fundamentally, a successful marketer has to be both qualitative and quantitative – the ability to be…
Summary In today's episode, I break down how to write a focused job posting for a director of digital marketing and what belongs in it versus what counts as overkill. Here's what this means for you. You gain a hiring process that attracts the right candidates, filters out mismatches early, and saves money by avoiding…
Michelle asks, “If you could give one piece of advice to small businesses as they prepare for the recovery, what would it be?” This is more of an economics question than a marketing one. In the Great Recession, the single most important thing for any business was cash flow. Positive cash flow meant you stayed…
Sarah asks, “QUESTION: WITH SO MANY OF US WORKING FROM HOME RIGHT NOW, HOW DO YOU COMMUNICATE AVAILABILITY TO YOUR CLIENTS AND SET EXPECTATIONS ON RESPONSE TIME?” Use great calendaring software that offers allocated blocks of time. You set your working hours first, then set up what size windows you want to offer. Your calendaring…
Summary In today's episode, I tackle how to control your calendar and set client response time expectations when working from home. Here's what this means for you. You gain a practical framework for reclaiming your time, enforcing boundaries, and turning scheduling software into a system that protects you from overload. You'll also learn these concepts:…
