Category: Articles

Simplicity

Well, it’s a new year and with a new year, comes a fresh set of definitions we will begin exploring together. I took some time away from writing but am coming back strong. I was inspired by someone I met with yesterday to write about this specific word after he asked me what I hoped… Continue reading Simplicity

Building a PROPER marketing operations team: Why some companies fail and others nail it

Marketing operations teams are not easy to build - that's what makes the great teams even more impressive.

“There’s no “’I’ in team!” How many times have you heard this line of bullshit? In marketing operations, this is usually said by people who tell you about all the autonomy and entrepreneurial freedom you’ll have in a position.  It is as if they don’t even see that these are conflicting ideas because they are… Continue reading Building a PROPER marketing operations team: Why some companies fail and others nail it

Digital transformation versus digital transition: Which one is your company executing?

True digital transformation can be broken down into two clearly defined processes.

Professor Mark Ritson, one of my top 3 heroes in marketing talks a lot about how as an industry, we must stop applying the word digital to so many facets of marketing (e.g. the fact that Digital Marketing isn’t a thing. I propose we apply this same logic to digital transformation. I feel compelled to… Continue reading Digital transformation versus digital transition: Which one is your company executing?

Organizational change: Think ‘what’ not ‘why’

I am very proud to share that recently, in an effort to more effectively drive organizational change, I became a Certified ScrumMaster. Throughout the course I took leading up to the certification test, our instructor discussed the need to “start with the why,” referencing Simon Sinek as the ideal resource to understand why we should start… Continue reading Organizational change: Think ‘what’ not ‘why’

“I’m aware of you” – George Costanza

Those who know me will tell you that there are a few terms that I never use; not in life or business. One of these terms is awareness. This is a long post as it focuses on a topic in which I am greatly impassioned. One of my greatest mentors and I’m proud to say,… Continue reading “I’m aware of you” – George Costanza

The natural abilities of a true Martech professional…

When searching for a marketer, aptitude, experience, and passion are just as important as proficiency. Learn more in this article!

I hate the SATs. Yes, I am a grown man, and I still hate them. Why? Because they are ridiculous and prove nothing about a person that would be even remotely relevant in the real world. I also detest the aptitude test I took in middle school that told me I should become a farmer… Continue reading The natural abilities of a true Martech professional…

No, you are not proficient with Martech Tools…

Let’s get this out of the way…most people in or outside of the marketing world, associate the wrong definition with the word proficiency. As a result, before we can break down this definition, we first need to make sure we are on the same page as to what we will be focusing on in this post,… Continue reading No, you are not proficient with Martech Tools…

Business Automation. It isn’t what you think…

I love Pee-Wee’s Big Adventure but he’s not exactly the first person to come to mind when you think about business automation. Ironically, my kids love it too. I guess I am a positive influence on them. 🙂 But there is one fantastic scene when Pee-Wee makes his breakfast that still makes me laugh, to… Continue reading Business Automation. It isn’t what you think…

Yes, I ‘can’ do it. Get Job Description Skills Right.

Can is a weak word. While it represents one’s ability to do something, it does so while ignoring levels of proficiency and experience. It demonstrates an absence of assertive direction that most people prefer and which helps guide them upon reviewing opportunities where job description skills are defined. I remember being challenged in school when… Continue reading Yes, I ‘can’ do it. Get Job Description Skills Right.

Who made you an expert?

“Science is the belief in the ignorance of experts. When someone says ‘science teaches such and such’, he is using the word incorrectly. Science doesn’t teach it; experience teaches it.” – Richard Feynman I reference Bob Hoffman a lot as he has had a profound influence on me. Part of this influence has been his… Continue reading Who made you an expert?

Loyalty. Loyalty Marketing isn’t a thing…

Within the context of this blog, we need to consider solely this excerpt from the definition – “faithful to a product.” But that doesn’t really tell us enough unless we now ask ourselves what “faithful” means – “firm in adherence to promises or in observance of duty.” Loyalty Marketing programs demonstrate an incredible level of… Continue reading Loyalty. Loyalty Marketing isn’t a thing…

Objective Opinion – two conflicting ideas…

Objective – “expressing or dealing with facts or conditions as perceived without distortion by personal feelings, prejudices, or interpretations.” Opinion – “a view, judgment, or appraisal formed in the mind about a particular matter.” Out of all the terms and words that are falsely applied by people, not just marketers, the word objectivity is very high… Continue reading Objective Opinion – two conflicting ideas…

Sales Enablement. Why? Just…Why?

definition*: “Sales enablement is the iterative process of providing your business’s sales team with the resources they need to close more deals. These resources may include content, tools, knowledge, and information to effectively sell your product or service to customers.” Sometimes, what bothers me isn’t that improper or illogical names are associated with different marketing concepts… Continue reading Sales Enablement. Why? Just…Why?

Analysis and the BS artists who want you to believe they are psychic…

definition*: “a detailed examination of anything complex in order to understand its nature or to determine its essential features” I chose analysis this week because it baffles me how much this term is abused by marketers, Business Intelligence (BI) companies, and more. Examples – As with CX and Forrester, companies like to make up terms in order to… Continue reading Analysis and the BS artists who want you to believe they are psychic…

CX. Acronyms – typically used by those who are completely full of sh*t…

definition*: According to Forrester – “The customer experience team at Forrester has been debating the definition of customer experience for a while now, and it took us until recently to reach consensus. We now define customer experience as: How customers perceive their interactions with your company.” That’s the definition (according to the company that defined it).… Continue reading CX. Acronyms – typically used by those who are completely full of sh*t…

Semantics. Does the actual meaning of a word matter?

definition: the meaning or relationship of meanings of a sign or set of signs especially : connotative meaning*. That’s the definition. Well, it’s the definition of General semantics. There is literally not one day that goes by where someone isn’t challenging me that my arguments against the application of certain definitions or concepts are (actually) a… Continue reading Semantics. Does the actual meaning of a word matter?

Optimization. Is it a buzzword? I think it depends on who is saying it.

definition: an act, process, or methodology of making something (such as a design, system, or decision) as fully perfect, functional, or effective as possible*. That’s the definition. Rather than actually being relevant, companies often try to create products or manipulate the definitions of terms in an effort to instill an illusion of relevancy (ahem, CX and… Continue reading Optimization. Is it a buzzword? I think it depends on who is saying it.