by Mike Gospe | Oct 20, 2009 | Marketing
I’ve been facilitating customer advisory boards, councils, and executive forums for more than 10 years. I’ve learned a lot, and offer a collection of articles on this subject. They share insights, tips, and best practices to help executives optimize...
by Mike Gospe | Oct 8, 2009 | Marketing
In his article, CIO Tells Us How to Sell to CIOs, Sridhar Ramanathan interviews Walt Thinfen, CIO of Visioneer. This article is a timely reminder about the importance of customer relationships built on an understanding of the customer’s world. Especially in...
by Mike Gospe | Sep 21, 2009 | Marketing
“I’m looking to hire a campaign manager to oversee our integrated marketing programs. What are the characteristics of the best campaign managers?” I get asked this question a lot. Earlier in my career, I worked as a campaign manager at HP, Sun, and...
by Mike Gospe | Aug 27, 2009 | Marketing
This “best practice” comes from Carol Hague. Carol is an experienced integrated marketing campaign manager and offers a helpful approach to mapping marcom activities and content appropriately to the lead funnel. She and I collaborated on this graphic and...
by Mike Gospe | Jun 2, 2009 | Marketing
Is your marcom mix mapped to your lead funnel? It’s common to get caught up in the “ready, fire, aim!” approach to lead generation. Executives and marketers scramble for action. But when the action is mis-directed to producing the wrong kind of...
