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Leadership For The Marketing Optimization Team

I rarely get new questions I haven’t written about before in this column – as I approach my 11th year as a ClickZ columnist. Yet, at SES Chicago this week, one of the attendees asked me how you go about building out a marketing optimization team. What kind of people do you need? What kind of backgrounds should they have? I know I’ve discussed this with clients but I haven’t written about it before. First, please notice that, I did…

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ROTS: Return on Time Spent

Marketer’s are always losing battles to time. Time is all you need to get everything done and to be most effective marketer possible. Marketing operations are more complex than ever before and the demands on our resources are constantly increasing. We need to identify solutions that help us get the most bang for the buck; because we aren’t about to get 25 hour days any time soon. Marketer’s who were lazy and had poor corporate metabolisms were the ones most…

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