A while ago we talked about why marketers need to rediscover the discipline of writing a marketing plan. My thesis was that while good plans happen through thoughtful analysis and discussion, great ones emerge when we take the time to write them out. Teeny, tiny graphs in a 115-slide deck don’t count. So what do you […]
Archives for March 2011
Retail Lessons for B2B Marketers
Most B2B marketers would be forgiven if they hadn’t read Paco Underhill’s classic Why We Buy. First published in 1999 and updated ten years later, this fascinating look at how we shop doesn’t seem to have much to do with those of us flogging their wares to bored executives. But if you give this book […]
Theresa’s Chilly Winter
A few of you have inquired about my friend who was trying to hire a marketing manager in December. I’m sorry to say, things are not going at all well for Theresa. You may recall that in this age of strategic HR departments, hiring managers are pretty much on their own when it comes to […]