Marketing has transformed dramatically over the last decade. What once relied on print ads and billboards now demands agility, data fluency, and strategic digital execution. Yet despite all these ...

By making the most of data-driven metrics and diagnostic tools, companies can create a more efficient and effective sales ...

Make smarter martech choices with a four-point framework that connects marketing needs to business outcomes and technical ...

In today's competitive landscape, a robust go-to-market (GTM) strategy can determine the success or failure of a product.

This guide, entitled Underwriting the Transition, provides insurers, reinsurers and brokers with a structured framework to ...

When faced with uncertain times, what strategies can a franchisor implement so that in adversity their franchise will not ...

Marketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer perceptions of their brand—and is ...

Business leaders face relentless pressure to increase the worth of their companies by hitting financial targets. This often causes them to rely on short-term fixes and simplistic “spreadsheet ...

A marketing strategy looks at all of the areas of your selling activities and helps each one support the next, making sure all of your departments are aware of what each is doing.

GSK has shifted towards a global marketing model influenced by a Netflix-style approach that aims to match content to the person receiving it. Richard Staines heard about this new strategy at the ...

Harvard Business School (HBS) founded the Institute for Business in Global Society (BiGS) in 2022 to help business leaders understand and respond to these new demands. Building on the strong ...