When Was the Last Time You Argued with Your CFO About Your Marketing Budget?

Ilene Rosenthal, CEO

Yesterday?

As the catalyst for growth in your company, it falls on you to align your growth goals with cash flow and investment needs.

Let’s face it: Your P&L and profitability projections rule the roost as they should!

Tension around these decisions can get real, real fast. Decision-making is stressful, and clear answers are hiding under mixed priorities and conflicting needs. Like these:

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Topics: "marketing spending", strategy, marketing

Budget First, Plan Marketing Next

Ilene Rosenthal, CEO

Here’s how I begin to teach companies how to calculate the right marketing budget for growth:

  • First, define objectives in the most specific way possible. Goals like “I want to be a household name in the X industry” is fantastically ambitious, but it’s not a marketing goal.

    It’s a wish.
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Topics: "marketing spending", strategy, marketing

The Finest Marketing Services  Can Still Be Wasteful

Ilene Rosenthal, CEO

My long-time clients like to make fun of me for applying the word “strategy” to every discussion. I’m a big girl, I can take it.

But here's an insight that justifies my strategy talk:

Buying marketing services without a strategy is like buying financial advice without your own personal goals in mind.

Think about it:

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Topics: marketing strategy, strategy, marketing

Pandemic Pivot: Why Customer Engagement Still Needs to Be a Top Priority

Sylvia Anderson, B2C/B2B Writer

There are a lot of “marketing speak” terms and phrases used to illustrate wins in strategy (sometimes overused, to be honest). “We really moved the needle on our KPIs” or “Our shift to more focused smarketing made a significant impact on ROI.”

With the onslaught of the COVID-19 pandemic, perhaps no term was more frequently used than pivot. And rightfully so. What else were businesses supposed to do when the world came crashing down?

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Topics: "marketing spending", strategy, marketing

Plug the Holes and Help Your Retailers

Ilene Rosenthal, CEO

More than six months into 2020, we're well past asking the question: When will the pandemic-induced disruption end? 

Now, it's about taking advantage of the adaptive agility COVID-19 has incited.

For B2B companies that serve ecomm and retail, we’ve witnessed opportunities in tactical excellence and strategic thinking that can open minds to some low-hanging fruit.

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Topics: strategy, retail, ecomm, marketing

It’s Hard to See the Label When You’re Inside the Jar

Ilene Rosenthal, CEO

These days, so many companies are scurrying around looking for answers. But, when you’re in the thick of everything, it’s difficult to see things clearly. Lost revenue, a waning customer base, and no definitive date to return to “business as normal” has companies clamoring for some semblance of direction; of hope.

The reality is, past performance is no longer an indication of future success. People we are working with are taking a step back and looking more holistically at their businesses to ask:
  • Where is marketing worth it?
  • Where is it just a waste of today's precious resources?
It's a damned good reflection, if you ask me.

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Topics: "marketing spending", strategy, marketing

Worry Less About Margin and More About Value

Ilene Rosenthal, CEO

A few weeks ago, I spoke to 50 members of the Collaberex networking organization about goal setting for 2020, in light of this new world we’re living in. 

The premise of the presentation was looking ahead to what business will look like on the eve of New Year’s Day, 2021, and what people can realistically expect to “celebrate.” As much as we’d all love for things to go back to normal, those days--as we knew them--will likely never be quite the same.

So, we adapt. We lead.

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Topics: "marketing spending", strategy, marketing

The Yin-Yang of Retail vs. Ecomm Has Got Me Dizzy

Ilene Rosenthal, CEO

I’m deep in the world of optimizing ecomm businesses for companies with an emotional, aesthetic focus. Their success is connected to both visual appeal and real-time experience, but fulfilled digitally.

Think about that: a customer connection driven by beauty, fulfilled digitally. Whoosh! What was once imagination, is now oh, so real.

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Topics: strategy, retail, ecomm, marketing

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