4 KPIs Every Creative Team Should Track

4 KPIs Every Creative Team Should Track

Why Should Creative Leaders Care About KPIs?

Not everyone understands or appreciates creative work—especially executives, who often make it to the C-suite because of their unwavering focus on numbers, numbers, numbers.

It’s an unfortunate reality that those who control the purse strings often lack a natural understanding of the creative process. If it can’t be measured, counted, or quantified, it doesn’t matter. And there are certain parts of the marketing and creative worlds that will always resist measurement.

But if you’d like to be able to prove the value of your in-house creative team—and protect your jobs from being outsourced—there are certain key performance indicators (KPIs) that you can and should measure.

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Six Signs You Need to Rebrand

signs you need to rebrand

As marketers, our world revolves around our brand. We dedicate countless hours, fight through growing pains, and expend every ounce of patience in our beings to perfect our branding. Eventually, our brand becomes an extension of our self – it becomes our metaphorical baby. And, like all babies, our brand eventually takes on a life of its own, grows older and prepares to rebrand  retire.

Now, in life, parents are supposed to worry about preparing the baby. But in marketing? In marketing, we get to be selfish and prepare ourselves for the inevitable.  If the need to rebrand catches us off guard or we wait too long, we have to pay some very costly consequences. Fortunately, there some pretty clear signs that a reinvention is near, enabling us to take a proactive approach to branding.

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The 5 Building Blocks of an Effective Brand Promise

brand promise building blocks

Let’s kick this off with a famous line from Shakespeare’s play Romeo and Juliet:

“What’s in a name? That which we call a rose
By any other name would smell as sweet.”

The Bard certainly isn’t talking about branding or advertising in his famous play, but he brings to mind a question all marketers should ask: Would a customer or prospect recognize your brand without the visual aid of a tangible product, logo, or slogan? When was the last time you asked, “what’s in MY brand?”

In order to create a brand that stands for something, you need to go beyond the name. Your organization has a brand, but does it have, and can it deliver on a brand promise?

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Here’s What the Most Influential CMOs Are Talking About. Are You?

influential cmo topics

The Fourth Annual Forbes/ScribbleLive (formerly Appinions) CMO Influence Study was released and if you haven’t taken a look at the topics that are being discussed by the 50 most influential CMOs in the world, then you should. Compiled by Forbes, ScribbleLive, and LinkedIn, this study analyzed over 100 million pieces of content from news outlets, blogs, and social media sources to determine what today’s most influential and accomplished CMOs find relevant and exciting. Though such globe-spanning influence may seem out of your realm, there’s much you can learn from this report.

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Finding Common Ground: How to Improve Sales and Marketing Alignment

sales and marketing alignment

“The problem with marketing in today’s world is that marketing is too separated from sales.”

That’s how Gary Vaynerchuk kicks off the first installment of AdAge’s four-part weekly series, “Digital Crash Course: The One You’re Too Ashamed to Admit You Need.” If this is the case, does that mean that the old model – of marketing generating leads while the sales team closes them – still works just fine? Nothing is ever as simple in practice as that, but, in theory, it should be working, right?

No?

The lack of alignment between marketing and sales has existed since oil stopped getting along with water. In fact, only 8% of B2B companies surveyed by Forrester Research said they have tight alignment between sales and marketing.

If that’s the case, then how can organizations close the gap between the sales and marketing teams? Finding common ground and working towards a common goal may be the simplest – and most effective – method.

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10 Steps for Hosting Productive Meetings that Don’t Suck

productive meetings

Meetings generally suck. They suck time and resources, hinder productivity, and can even affect employee morale. They are also incredibly costly, resulting in $37 billion in lost salary annually in the United States. Furthermore, most employees consider meetings a waste of time.

A May 2014 Bain & Company study conducted on time management revealed that on average an organization’s workforce spends about 15% of all collective time sitting in meetings. Senior executives on average devote more than two days each week to meetings with three or more coworkers.

There is also a ripple effect when it comes to meetings. The process of preparing for a meeting can also eat up valuable time if not handled properly. In one extreme example, the Bain researchers gathered data about time use at one large company and found that people there spent 300,000 hours a year just supporting one weekly executive committee meeting. ONE. WEEKLY. MEETING.

So why do we have meetings? Surely, there must be a better way.

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7 Habits of Highly Effective Marketing Managers

7 Habits of Highly Effective Marketing Managers

As a marketing manager, you are likely working with numerous people, juggling several projects, and keeping track of a multitude of data points. It can be easy to let these outside influences affect your productivity, creativity, or attitude, all of which can limit your success as a role model and team leader. Ultimately, the key to finding success as a marketing manager is to stay focused on your priorities. Practice these seven habits of highly effective marketing managers and you will find that you work more efficiently and effectively than ever before.

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