“Set hard and measurable goals. Lots of folks talk about improving customer experience, a worthy goal. But how do you measure it? Goals like revenue growth, increased profitability, or increased customer use are good because they’re measurable. But don’t stop… — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“What, then, are the practical steps that pricing managers can take to master Big Data? Companies must recruit a new generation of pricing talent… — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“Once management is on board, the sales team needs to understand the rationale behind the micromarket strategy and have simple tools that make it… — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“If you’re good at data analytics but you don’t have this feel for the business, you’ll make naïve decisions. If you’re comfortable with the… — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“One of the main reasons that MMM doesn’t deliver the benefits it should is because CMOs and marketers aren’t involved in the analysis. In… — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“If you’re comfortable with the feel of the business but you never use analytics, you’re just leaving a lot of money on the table… — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“These data rarely exist in one place in the organization so you’ll need to pull in people from multiple functions such as marketing, sales,… — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“The organizational and technology challenges are significant, and we have touched on only a few of them here. But we’ve seen big pay-offs for… — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“When long-term effects were included in the calculations, however, the contribution of digital dropped by half. Online displays and Facebook advertising just cannot deliver… — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“Given the overwhelmingly positive effects of this Facebook effort, the brand considered making massive marketing budget cuts to TV and print advertising in favor… — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“Transforming your company to take advantage of data and analytics is the hard part, OK?” — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“Finding growth with big data is more than an add-on; it affects every aspect of a business, requiring a change in mind-set from leadership… — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
“If you’re good at data analytics but you don’t have this feel for the business, you’ll make naïve decisions.” — McKinsey Chief Marketing & Sales Officer Forum Copy Share Image
