Having had the pleasure of serving as Vice President of Marketing and Corporate Communications Director at two premiere contractors, I can see the impact culture has on the workforce. One size doesn’t fit all. I have been involved in marketing communications assignments for other A/E/C clients, but it was the eight years I spent at [...]

A lot of attention is being paid to big data, which is the phenomenon we now see as a direct result of so much social media activity and software able to monitor traffic and metrics for the purpose of making smart marketing decisions.
Marshall Sponder is an author, analyst and speaker. He writes and speaks about [...]

My friend Dave is a very talented business owner, graphic artist, dedicated husband and devoted father. So when his parish needs a volunteer, he is eager to help out. A few years ago Dave stepped up (with his usual high level of enthusiasm) to run a fundraiser for the school. A fish fry during the [...]

Your organizational success hinges on doing a lot of things right. Of course, an important part of the equation must be finding a proven formula to propel your marketing and business development efforts. How you approach this part of your challenge begins with your vision for growth.
My career is based on a foundation of education [...]

We don’t often come across really creative thinkers in our lives, but when we do look out. I’ve known Philip for a year. We met online; isn’t that where everyone meets?. Philip never ceases to amaze me with his ingenuity, because marketing is always changing, and so I thought Philip might have some ideas for us.
Here’s [...]

Manage the brand. Your company is a brand. You may also have a portfolio of products that are also brands. All brands are a reflection of a positioning in the minds of customers and others who interact with them. The brand comes with a promise. The promise must be reliable and true to earn repeat [...]

Marketing and communications are often undervalued. It seems incredible given the activity can boost sales, enhance value and dramatically improve an organizations performance. Yet, so often, the real work falls on a small cadre of soldiers motivated more by the art than the commerce of their daily tasks.
This is as it should be. The moving-making [...]

I’ve been pretty vocal about planning a marketing program and reviewing it at least annually. I have been especially emphatic about the communications portion of that effort. You should have measurement goals. Measurement must be a consideration in the planning process up-front. The tricky part is that so much of what falls within a typical [...]

Here’s the definition offered by the American Marketing Association for Marketing.
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

Marketing is not Sales - The best sales people have marketing skills, but the [...]

                       
The other day, I met a personal trainer who was telling me about her career. She was in great shape and obviously lived her profession.
“I love it,” she said, “but they want me to sell it to people in the health club. In fact they want me to interrupt people who are working out [...]