In many companies, the marketing and communications teams are often seen as the "money spenders"—those folks who ask for budgets to make things look pretty but aren’t always recognized for the direct ...

That's why the start/stop/keep technique ... in B2B marketing: Product demand and ideal customer profiles can change more quickly than ever, and sometimes dramatically in a short period. It's ...

Though not a checklist per se, the 4Ps that provided many of us our first framework of marketing can also serve as simple but meaningful checkpoints for assessing and, if needed, adjusting marketing ...