You are previewing The Marketing Performance Blueprint: Strategies and Technologies to Build and Measure Business Success.
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The Marketing Performance Blueprint: Strategies and Technologies to Build and Measure Business Success

Book Description

Discover what's possible when the art and science of marketing collide

The Marketing Performance Blueprint is an actionable and innovative guide to unlocking your potential as a marketer and accelerating success for your business. With an eye toward the marketing industry's rapid evolution, this book focuses on the processes, technologies, and strategies that are redefining the marketing environment. Step by step, you will learn how to build performance-driven organizations that exceed ROI expectations and outpace the competition. Companies are demanding a more technical, scientific approach to marketing, and this guide provides the key information that helps marketing professionals choose the right tools and recruit the right talent to more effectively build brand, generate leads, convert sales, and increase customer loyalty.

Marketers are facing increased pressure to connect every dollar spent to bottom-line results. As the industry advances, the tremendous gaps in talent, technology, and strategy leave many professionals underprepared and underperforming. The Marketing Performance Blueprint helps bridge those gaps:

  • Align marketing talent, technology, and strategy to reach performance goals

  • Drive digital marketing transformation within your organization

  • Recruit, train, and retain a modern marketing team

  • Propel growth through digital-savvy marketing agency partners

  • Adapt more quickly to marketing technology advancements

  • Create connected customer experiences

  • Turn marketing data into intelligence, and intelligence into action

  • Devise integrated marketing strategies that deliver real business results

  • The marketers who will redefine the industry in the coming months and years will never stop challenging conventional knowledge and solutions. Whether in terms of evolved talent, advanced technology, or more intelligent and integrated strategies, these driven professionals will be in demand as the pioneers of the new marketing era. The Marketing Performance Blueprint helps marketers blaze a trail of their own by providing a roadmap to success.

    Table of Contents

    1. Foreword
    2. Acknowledgments
    3. Introduction
      1. Underprepared and Underperforming
      2. Build a Performance-Driven Organization
      3. Accelerate Success
      4. Note
    4. Section I: The Backstory
      1. Chapter 1: Mind the Gaps
        1. The Marketing Talent Gap
        2. The Marketing Technology Gap
        3. The Marketing Strategy Gap
        4. The Marketing Performance Gap
        5. Notes
      2. Chapter 2: Commit to Digital Transformation
        1. Adoption and Adaptation
        2. Obstacles to Evolution
        3. The Exposed Brand
        4. Notes
    5. Section II: Marketing Talent
      1. Chapter 3: Build a Modern Marketing Team
        1. A Talent War Has Begun
        2. Rise of the Hybrids
        3. The Science of Recruiting
        4. Notes
      2. Chapter 4: Construct an Internal Marketing Academy
        1. Keeping Pace or Falling Behind?
        2. The Role of Online Education
        3. An Internal Academy Model
        4. Notes
      3. Chapter 5: Propel Growth through Agency Partners
        1. The Marketing Agency Ecosystem
        2. Finding Your Match
        3. Managing the Outsourced Team
        4. Notes
    6. Section III: Marketing Technology
      1. Chapter 6: Create a Connected Customer Experience
        1. It Is Their Journey, Not Yours
        2. The Impact of Automation
        3. Algorithms and Artificial Intelligence
        4. Origins of the Intelligence Engine
        5. Let's Get Contextual
        6. Notes
      2. Chapter 7: Manage the Marketing Technology Matrix
        1. Into the Cloud
        2. Brinker's Marketing Technology Landscape
        3. Map Your Marketing Technology Strategy
        4. Core Technologies Snapshot
        5. Notes
    7. Section IV: Marketing Strategy
      1. Chapter 8: Perform a Marketing Assessment
        1. Potential for Success
        2. The Marketing Score Model
        3. Business and Marketing Cores
        4. The Strategy Gateway
        5. Notes
      2. Chapter 9: Develop a Marketing Scorecard
        1. Metrics That Matter
        2. Getting Started with Google Analytics
        3. Automate and Visualize Intelligence
        4. Notes
      3. Chapter 10: Strategize a Marketing Game Plan
        1. e3 Model Snapshot
        2. Evaluate
        3. Establish
        4. Execute
        5. Note
    8. Conclusion
      1. The Marketing Performance Laws
      2. Core Concepts
    9. Resources
    10. About the Author
    11. Index
    12. End User License Agreement