There tends to be a rivalry between sales and marketing teams. Sales often sees marketing as out-of-touch with what’s really happening on the frontlines. Marketing can view sales as focused only on individual deals rather than the big picture. This tension has deepened as sales and marketing tools have become more complex and data-driven. But…
Jason Wild helps organizations be both performance-driven and customer focused by applying practical design thinking principles.
Corporate communication is for much more than fixing problems. Paul Argenti helps leaders use communication as a tool for executing strategy
Last year, more than $332 billion were spent on digital marketing campaigns worldwide, yet few organizations know how to accurately measure their return on that investment. “I’ll let you in on a dirty little secret. Digital ads don’t work nearly as well as their advertisers say they do,” says MIT digital scientist and business analytics expert Sinan Aral, author of…
For years, Esade marketing professor and business strategist Marco Bertini has been teaching firms – including AT&T, Boston Consulting Group, H&M, Coca-Cola, Procter and Gamble, Fox Networks and Novartis – how to capitalize on the value they create for customers so they can generate revenue effectively and build stronger brands. In the Fall 2020 issue of MIT Sloan Management Review, Bertini and London…
The rise of global, instantaneous communication via digital platforms and devices has created uncertainty for once untouchable corporate brands. On one hand, the sheer volume of digital advertising and information makes it harder for brands to capture and sustain public attention. At the same time, brands thrust into the spotlight for negative reasons – such…
How did startups and grassroots activists get the upper hand over gigantic corporations and establishment politicians? Whether for good or ill, the big winners of the past decade – from market disruptors like Uber and Airbnb to political insurgents like Barack Obama and Donald Trump – have been those who harness our growing appetite to…
