New marketing execs should continue teaching while learning

Article Abstract:

Newly recruited marketing executives for technology companies often find themselves being seen as a threat. More often than not, marketing teams will misunderstand the new marketing executive's management style and new set of priorities. Marketing chiefs can avoid or resolve this problem by implementing four ideas. They can educate the marketing teams through seminars, inform them of the actions being taken, outline the ways by which plans will affect their jobs, and tell them of the returns of a marketing investment.

Practice, Marketing executives

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How to make your database generate the most revenue

Article Abstract:

Business marketers should optimize the benefits they derive from their database. A 10-point checklist provides marketers with the opportunity to determine if their database is generating the most revenue possible. It includes customer service, promotion and advertising efforts, database involvement, database segmentation and packaging, overlays, list/database hygiene, reciprocal rentals and exchange rentals, database security, residual/complimentary products, and research.

Advertising, Advertising and Related Services, Industrial Advertising, Management, Database administration, Business to business advertising

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Speak the language of management

Article Abstract:

Marketers can improve their chances of gaining top management support for their marketing budgets by presenting return on investment (ROI) calculations. ROI calculations can turn business expenses into investments which can increase shareholder value. However, marketers should make sure that they can deliver the results they promised. Financial personnel should also be made a part of the ROI calculation process.

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