Marketing planning and implementation

Marketing planning and implementation are crucial to the success of your projects. Learn how to structure and execute your marketing strategies to achieve the best possible results.

Marketing Mix » Marketing planning and implementation
customer lifetime value

Customer Lifetime Value Is No Longer a Metric. It Is the Marketing Operating System.

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In boardrooms, marketing still has a measurement problem. It has more dashboards than ever, more attribution windows, more cohort charts, more pixels, more media-mix models, more “single customer views” and more AI vendors promising predictive growth. Yet the old question remains stubbornly simple: which customers are worth investing in, by how much, and when?

Customer Lifetime Value Is No Longer a Metric. It Is the Marketing Operating System. Read More »

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launch forecasting old equations

Why launch forecasting still needs its old equations: Parfitt-Collins, Fourt-Woodlock and Bass in the age of always-on marketing

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For a marketing industry that now talks fluently about predictive AI, incrementality, retail media, first-party data and customer journeys, it is oddly useful to go back to three rather older forecasting traditions: Fourt-Woodlock, Parfitt-Collins and Bass.

Why launch forecasting still needs its old equations: Parfitt-Collins, Fourt-Woodlock and Bass in the age of always-on marketing Read More »

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Chief Revenue Officer

The role of Chief Revenue Officers is changing fast: why integrated tools are essential to success

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The role of Chief Revenue Officers (CROs) has evolved considerably in recent years.
Once primarily responsible for generating revenue through sales, today’s CROs face a much broader and more complex mandate.
They must now integrate marketing, sales, CRM and operations to create harmonious revenue streams.
This requires breaking down silos between departments, fostering collaboration and using accurate data to ensure sustainable growth.

The role of Chief Revenue Officers is changing fast: why integrated tools are essential to success Read More »

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