Quaero

Check out the Knowledge page on quaero.com to read these newly added articles by Quaero experts:

Predictability 2.0: Refining Your Householding Algorithm
By Greg Martin

Predictability 2.0: The Core of Marketing Performance Management
By Lane Michel

Introducing Quaero's new Information Management & Enhancement Services -- click here to learn more.

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Feb 7, 2007 : Webcast

Don't Hesitate: Automate and Accelerate Your Marketing
Join Quaero’s Lane Michel for this partner webcast presented by Unica and Quaero.

The first 50 registrants will receive a complimentary copy of Naras Eechambadi’s book, High Performance Marketing: Bringing Method to the Madness of Marketing.

For more information and to register, click here.

2007 CMOs Must Focus on Predictability:
Create a Vision, Link to the Right Metrics and Work Well with Others
CMOs are being challenged as never before. Your world is becoming more complex and you are more interdependent with the rest of the organization. What is needed now is predictability which can only be achieved through clear communication, transparent, interlocking processes, well-defined measures and people with new skills and great agility.

In my discussions with CMOs during 2006, I noticed a trend of marketing-driven companies moving towards becoming more operationally focused, more customer-centric. There are a great many challenges to this shift, including branding, customer segmentation and targeting priorities, online-offline channel integration. The list goes on.

The first priority should be to paint a persuasive, future vision of the company and what being customer-centered really means at different levels of the organization. How would the company do business differently? What things would different departments stop doing? What new programs have to be launched, and what skills have to be learned to get there?

There are many ways to “get there.” As we focus on marketing, analytics and technologies that help marketers achieve optimal performance, we recognize the continuing need to bridge the gap between IT and Marketing to reduce errors and finger pointing that becomes prevalent where there is lack of coordination.

In the coming months, Quaero’s communications to you will focus on how to achieve predictability through the creation of a strategic vision that links the right metrics with operational and financial goals to provide a clear understanding of what is working and what is not. Armed with that knowledge, marketers can become better predictors of the future for their organization and for their own career growth.

Marketing is playing an increasingly vital role in most organizations and gaining higher levels of recognition. For those who are up to this challenge, life has never been better. I hope you can say that about your role as you journey through 2007.

Naras

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