Inside or Outside: A Marketer’s Guide to Sourcing
With the average tenure of CMOs reportedly being about two years, new CMOs often are brought in as part of a change agenda. Under such circumstances, they must rapidly introduce a new marketing vision...
View ArticleHow to Create a Thought Leadership Network
Marketers can’t do thought leadership on their own. They can do the research, package the information, and deliver it, but rarely can they come up with the ideas and strong points of view that...
View ArticleHow to Format White Papers for Readability
B2B marketers sell complex products to highly educated people who expect at least some degree of intellectual rigor in their reading materials. That’s not a formula for brevity. So we need to find ways...
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ITSMA Marketing Framework
The new ITSMA Marketing Framework explains the four processes necessary for marketing to help drive business results and highlights the three foundations of marketing that cut across all processes and...
View ArticleHow to Create a Services Development Process
Given the poor odds of success with new product and services introductions, it is important to find ways to minimize the risks of new services development. ITSMA believes that a well-designed services...
View ArticleITSMA’s Integrated B2B Social Media Marketing Framework
Social media cannot be allowed to exist as separate silos within marketing. Companies must transform how B2B marketing is practiced and organized and use social media as channels within a larger,...
View ArticleThe Analytics Checklist
ITSMA’s survey on marketing analytics found that there are major stumbling blocks to achieving analytics success. Some companies lack data. Others have too much or disparate data from multiple sources....
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How Marketing Can Facilitate the Go-to-Market Strategy
When a company brings an offering to the marketplace, whether it’s a new or existing offering, marketing tends to be brought in at the end of the go-to-market process. This is a mistake. Marketing...
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Six Steps to Crafting Effective Value Propositions
The most successful value proposition starts with a customer’s business issue, in their words and from their perspective. It describes a solution to their challenges, the unique benefit and value your...
View ArticleLead Management Roadmap
Building an effective lead management program is a top priority for most marketers, yet only a handful of them consider lead management a core competency. ITSMA’s four stage Lead Management Roadmap can...
View ArticleTools for Listening to the Customer
Provides a checklist of thirteen basic tools for gathering insight from customers, with notes on the advantages and disadvantages of each tool.
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