CMO Manifesto
Small Tweaks – Big Results
Introduction $7 Billion from One Small Tweak – A True Story! (3 minute read) Ole Kirk was a worried but determined man. A fire had destroyed his furniture factory completely. Yet here he was, building a bigger factory and seeing it as an opportunity. Tragedy struck again, this time, in the form of the Great…
Read MoreUnica Marketing Automation Propels Omni-channel strategy for a Large Indian Bank (5 minute read)
One of the biggest challenges large banks face is – how do we retain our customers and grow as well? How can a bank (in this case, whose stock performance has grown 20% YoY for the past 5 years) continue to maintain customer service excellence? To answer this, we need to first understand what customers…
Read MoreThe Higher the Engagement Rate, the Greater the Chances of Conversion – a Car Story (4 min read)
We have all heard this theory, particularly in the past decade or so – that a customer is 57% sure of what he wants before he even calls a service provider/supplier. We also have some industry heavy-weights confirming this insight. Question is – How true/right is this really? Be that as it may, this does not hold true…
Read MoreBig Challenges – Big Solutions
Introduction Big Challenges Call for Big Solutions – an Introduction (3 minute read) Brothers Richard and Maurice were handymen and set movers at Motion-Picture studios. When their father opened a food stand at Monrovia, California, they pitched in and helped sell hamburgers, potato chips, coffee, soft drinks, and apple pie. With a view to increase…
Read More10 Indicators of campaign management transformation. Part 2 of 2. [Checklist + Guide]
In part 1 of this series, we talked about aspects of marketing automation / campaign management that you may have to consider transforming, in order to achieve campaign management excellence. In this part, we will largely cover five operational facets that will show if your digital campaign management function is due for transformation or not.…
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