Insight case article: A new campaign planning process and playbooks driving success across multiregional marketing teams
A typical challenge for large international companies with marketing functions that combine local...
How should marketing executives lead AI change? Three key perspectives to note
The rapid development of AI is reshaping the landscape of B2B marketing. At Mavenfirst’s recent ...
Focus on these three key elements to take your marketing strategy to the big league
Your marketing strategy should never be a standalone. It must align seamlessly with your business...
Cracking the code of communicating total marketing value: why indirect value is the key
What is marketing value? Ask ten marketers, and you’ll likely get ten different answers. For...
Marketing Executive, you don’t need to master AI. But you must lead it.
New AI tools and features emerge constantly, and the media is full of tips on using these tools to...
Zero-based budgeting and planning for CMOs: Key insights from September’s Executive Roundtable
This year’s third Executive Roundtable in September once again brought together senior marketing...
State of ABM and key takeaways for marketers for 2024 and beyond
In February 2024, we hosted a webinar where I discussed the current state and future of...
Building a world-class marketing team: six concrete operating models
In this blog I present six concrete operating models that help you support your marketing team to...
How to make sure your marketing organization is on the journey towards profit center?
When senior marketing executives evaluate how to improve marketing operations, a typical challenge...