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Digital CMO's Guide to Marketing Measurement: Think Like a Submariner for Operational Success (English Edition)
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Digital CMO's Guide to Marketing Measurement: Think Like a Submariner for Operational Success (English Edition) [Format Kindle]

Bryan Semple , Karen Carter

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Descriptions du produit

Présentation de l'éditeur

Early in my career I had the honor to serve in the Navy on fast attack submarines. At the time, submarines were focused on intelligence gathering, strategic deterrence, and preparing to fight WWIII against the Soviets. To accomplish such missions, submariners had to operate fairly complex machinery in a hostile environment with a crew made up of personnel in their twenties. On the surface, marketing and being a submariner are not exactly similar. But as a new digital CMO at a purely inbound B2B-driven software company, the more I dug into the problem of building the operating framework for my marketing team, the more I found myself relying on the many lessons I learned as a submariner.

This book attempts to simply lay out the processes and measurements required to operate a real-time, high-velocity lead generation system for B2B marketers. Included are the metrics down to suggestions about the structure of the marketing organization and even the operational meeting cadence. Some may find the detail too much for a CMO. But I will propose that CMOs must have a command of these details if any measure of their success is based on lead generation. Without this level of knowledge, a CMO would lack the understanding needed as he or she asks the tough questions required of a digital marketing organization.

Détails sur le produit

  • Format : Format Kindle
  • Taille du fichier : 2481 KB
  • Nombre de pages de l'édition imprimée : 283 pages
  • Utilisation simultanée de l'appareil : Illimité
  • Editeur : StoryMETRIX; Édition : 1 (5 avril 2014)
  • Vendu par : Amazon Media EU S.à r.l.
  • Langue : Anglais
  • Synthèse vocale : Activée
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Commentaires client les plus utiles sur (beta) 5.0 étoiles sur 5  2 commentaires
1 internautes sur 1 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Excellent overview of how to put together a world-class demand generation operation 30 mai 2014
Par John Willoughby - Publié sur
Format:Format Kindle|Achat vérifié
I always start in on any marketing book with some trepidation. Some end up being a lot of sound bites, proverbs, and fluffy self-promotion. Bryan's book is the exact opposite. It is chock full of details on every aspect of what it takes to build a world-class demand generation control and measurement operation.

I was particularly pleased to see him expose some of the things that marketing managers often try to sweep under the carpet in order to promote themselves. Anyone can engage in activities that generate leads and make them look good. But without measuring both the cost and quality of those leads you have no idea whether you are actually helping sales or just wasting money. He also explains the difficulty in measuring the impact of activities that contribute to the sales process but do not leave a digital trail that can be measured. He then contrasts this with activities that actually don't help drive sales but are generally justified under cover of being de rigueur awareness generation. In more than a few places he has no trouble pointing out where the emperor, draped in fad marketing tactics, is actually not wearing any clothes. It's this honest and accurate coverage of the good and the bad that makes this such a great read for me.

My only real criticism is with the title. Bryan says the book is about "Marketing measurement". It is really all about demand generation specifically, not marketing in general, but it is also much more than just about measurement. By detailing the systems and processes needed to measure a demand generation operation he also outlines the entire process of creating a demand generation operation. It's more of a blueprint than just a yardstick. I also felt that there is so much meat in the book that the submarine analogies, while interesting in their own right, could easily have been left out. Overall - well done!
5.0 étoiles sur 5 Excellent Book on Digital Marketing 12 juillet 2014
Par The Skeptical Critic - Publié sur
Format:Format Kindle|Achat vérifié
I wish this book was available when I went to business school!

The author built high-velocity Business-to-Business digital marketing organizations at a number of very successful technology companies. He brings this practical experience to bear in this book, which is essentially a detailed blueprint of a high performance digital marketing organization for other Chief Marketing Officers, marketing team members, C-Level executives, or anyone else interested in modern technology marketing.

One of the major strengths of the book is the consistency, detail, and rigor in describing the analytical measurements required to monitor the health of marketing. By the time you are finished reading the book, you have a comprehensive analytical framework for measuring marketing effectiveness.
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