According to my experience with several hundred startup companies, marketing is not a top quality function in most of them. Marketing is either totally neglected over engineering, R&D, funding, sales and pitching competitions, or marketing is executed by somebody who thinks Marketing101 fully qualifies for full scale market control and world domination. Sometimes this works, most of the time, not. Startup marketing is very, very different from traditional corporate marketing. Startup marketing is very, very different from traditional corporate marketing. Less money, less resources, less rules, less restrictions, less control, less room for failure. Less everything. You can win only by being both analytical and creative at the same time. …
OMG. Preparing for a workshop today I realized that content marketing is a total hype! It just doesn’t exist. I was preparing for an upcoming workshop session about many things, one of them being “theContinue reading
Re-Inventing the media monetization! Prove me wrong or use this for your benefit!
Disclaimer: This post includes stories on real customer service situations. I have tried to describe them the way I experienced them, but still as objectively as possible. The purpose of this post is to demonstrateContinue reading
Some people have asked me if I have stopped giving presentations or stopped sharing them. The answer is no, vice versa. I have been doing that a lot since I moved my espresso machine to Zeeland offices.
Not all my presentations are publicly available, since they touch some customer-specific issues. Most of the sharable presentations are published under Zeeland’s Slideshare profile, where there are other very interesting materials by my colleagues as well.
Here are some selected presentations by myself, partly together with my dear colleagues. Enjoy:
Now we know. Couple of weeks ago I wrote about the coming change. At that time I had started a multidimensional transformation process, but couldn’t disclose the details. Today, many parts have been published, andContinue reading
February is ending a very exciting 12-month period for me. During the last year, I’ve had an opportunity to work with some great people from several companies all over the world. Even though I’ve “beenContinue reading
There are lot of dilemmas in creating a functional, reliable, versatile and easy to implement metrics. Many of the “old school” business metrics are measuring everything on “how much revenue it creates” or with metrics such as Return on Investment (ROI). This often dooms many new type of activities, where the activity is not creating additional sales at all. In marketing, such activities are often called “brand building” or “awareness creation”, and the metrics comes as one figure in brand surveys. Sometimes the argument says “this cannot be measured”.
We came up with the idea of metric called RFE (Return From Ecosystem). RFE would be a metric that can be set as an numeric objective for number of business and marketing activities and measured to see how various activities contribute to RFE.
I’ve been thinking about making this move for a long time. Now it’s a good time for it. People have been asking me to tell where they can follow my public contributions on various issuesContinue reading