Harvard Business Review

NOVEMBER 23, 2018

In the 2001 recession, total sales for the S&P 500 declined by 9% from its pre-recession peak to its trough 18 months later—almost a year after the recession officially ended. We’ll focus here on what the sales organization should be doing now to prepare for the next recession, with an eye toward using new digital tools.

Sales 14

Sales Sales B2B Accounts 14

Harvard Business Review

NOVEMBER 3, 2014

With over 1,000 companies trying to sell some type of marketing technology in over 40 categories, it’s not surprising that the most common word that marketers use to describe themselves is “overwhelmed.” These programs are essentially an online form of direct marketing. Today smart marketers do know which half isn’t working.

Marketing 12

Marketing A/B Testing B2B Advertising 12

Walk Me

AUGUST 24, 2022

The definition of organizational development comes in three sections : Uses a critical/ science-based process – Scientific and intensive market research is the basis for organizational development processes. Human Resources (HR) Marketing Sales Customer Care Public Relations (PR) Investor Relations Regulatory Affairs.

Organizational Development 52

Organizational Development Organizational Change Human Resources Change Management 52

Harvard Business Review

JULY 17, 2013

There''s a chasm widening between old school and new school marketers. This often results in CMOs retreating to their comfort zones and wasting money on what I call "studio-based" marketing channels, which still take their cue from the traditional awareness-consideration-action sales model that was debunked almost five years ago by McKinsey.

Marketing 13

Marketing A/B Testing Assets Advertising 13

Walk Me

JULY 18, 2022

Examples of various subcultures are design, sales, or IT departments. CRM as we know it today began in the 1980s with pioneering database marketers Robert and Kate Kestenbaum. The marketing team usually specializes in this area, using a three-pronged attack to ensure as many customers are aware of a product or service as possible.

Change Management 59

Change Management Manager Benchmarking Strategic Planning 59

Andrew Chen

JUNE 25, 2019

I’ve had folks over to 1455 Market St, the headquarters of Uber, and I’ve reciprocated with visits to the Airbnb offices too. Importantly, both companies are tremendous growth stories, and have needed to grow both demand but especially supply in all of their markets globally. Tactic #4: Run direct sales. Thanks, Andrew.

Retention 48

Retention User Experience Travel Marketing 48

Harvard Business Review

SEPTEMBER 17, 2014

Many marketing organizations are still operating like it’s the 1990s — or even earlier. Duplicative marketing teams exist within the same company across multiple product lines. Digital marketing teams are centralized yet isolated from the broader organization.

Marketing 11

Marketing Advertising A/B Testing Engineering 11

Harvard Business Review

AUGUST 21, 2012

billion consumers around the globe have an account on a social networking site and almost one in five online hours is spent on social networks), marketing departments have increasingly shifted their attention to social media. With consumers spending gobs of time in online communities ( more than 1.5 trillion annually.

Media 18

Media Workflows A/B Testing B2B 18

Harvard Business Review

JANUARY 23, 2013

(By painful contrast, the Romney campaign's experience with its Orca operational system offers a painful case study of what can happen when experimentation and stress-tests are managerially marginalized.). All these near-real-time "market" data helped determine resource allocation. Yes, there were integration problems and issues.

Marketing 11

Marketing A/B Testing Operations Benchmarking 11

Harvard Business Review

OCTOBER 16, 2012

Part of his winning formula was in functional centralization, appointing the company's first Chief Marketing Officer — in function if not in name. Companies don't necessarily realize, for example, that they can use cross-selling algorithms to increase customer depth, or lead-prioritization algorithms to increase sales conversion rates.

A/B Testing 16

A/B Testing Sales Sales Banking 16

Harvard Business Review

NOVEMBER 3, 2014

With over 1,000 companies trying to sell some type of marketing technology in over 40 categories, it’s not surprising that the most common word that marketers use to describe themselves is “overwhelmed.” These programs are essentially an online form of direct marketing. Today smart marketers do know which half isn’t working.

Marketing 8

Marketing A/B Testing B2B Advertising 8

Harvard Business Review

JANUARY 30, 2015

Reverse causation investigations have the opposite structure from A/B tests , in which we vary known causes, and observe how the variations affect an outcome. Note: Good A/B test construction can help you see most likely causes; bad A/B test construction creates its own set of problems.).

A/B Testing 13

A/B Testing Metrics Marketing Sales 13

Harvard Business Review

JULY 25, 2017

Companies spend a lot on marketing communications. And more fundamentally, does marketing actually work? Marketing ROI analysis can help answer those questions. What is Marketing ROI, and How Do Companies Use It? Avery explains that it is also referred to by its acronym, MROI, or as return on marketing investment (ROMI).

ROI 8

ROI Marketing Cash Flow Sales 8

Harvard Business Review

JUNE 28, 2016

Companies can also rent their business applications (for accounting and finance, human resource management, marketing and sales, collaboration, project management, and so forth) on-demand from companies like Microsoft, Salesforce.com, Workday, Hubspot, Yammer, Dropbox, Basecamp and others. Provides access to experts or mentorship.

A/B Testing 13

A/B Testing Travel Engineering Human Resources 13

Harvard Business Review

NOVEMBER 6, 2018

Decision scientist: Which content to license, which sales lead to follow, which medicine is less likely to cause an allergic reaction, which webpage design will lead to more engagement or more purchases, which marketing email will yield higher revenue, which specific part of a product user experience is suboptimal and needs attention.

Engineering 15

Engineering Workflows User Experience Software 15

Harvard Business Review

MAY 7, 2018

We will measure ourselves rigorously in how the various digital touchpoints come to life across those three dimensions, and we believe they will be core to reaching our overarching targets for sales, consumer experience net promoter score, and ultimately engagement and lifetime value.” How Leading Marketers Get Time on Their Side.

A/B Testing 8

A/B Testing Digital Transformation Marketing Advertising 8

Harvard Business Review

JUNE 4, 2013

The payoff is better alignment between marketing messages and consumers'' intent during their paths to purchase — and ultimately, better business results. Attribute the Right Value to your Marketing Channels. As a result, marketers need to experiment relentlessly with their campaigns. Let''s go back to our travel example.

Travel 8

Travel A/B Testing Marketing Sales 8

Andrew Chen

SEPTEMBER 4, 2018

In the podcast, we cover a broad overview of growth/marketing topics, including: The natural “gravity” that slows down high-growth businesses. Organic, paid marketing, and LTV/CAC. Sonal: How do you determine what’s what when you don’t have product-market fit? Why blended CAC numbers are misleading.

Marketing 75

Marketing Metrics Retention eCommerce 75

Andrew Chen

DECEMBER 26, 2018

It goes over historical precedents for give/get referrals, content marketing, and trying to bootstrap two-sided marketplaces. How startups die from their addiction to paid marketing. One of my big lessons from Uber is that the supply side of the market is critical for any startup. But they don’t.

Metrics 80

Metrics A/B Testing Transportation Marketing 80

Andrew Chen

NOVEMBER 1, 2018

Of course, as an investor you can’t run A/B tests or analyze results directly, but you can form hypotheses, ideate, and apply the same type of thinking. As part of that, as folks search for important concepts like “product market fit” and “user growth” – my essays are often on the front page. This term dominates.

Metrics 111

Metrics Scaling Marketing Accounts 111

Andrew Chen

DECEMBER 26, 2018

It goes over historical precedents for give/get referrals, content marketing, and trying to bootstrap two-sided marketplaces. How startups die from their addiction to paid marketing. One of my big lessons from Uber is that the supply side of the market is critical for any startup. But they don’t.

Metrics 40

Metrics A/B Testing Transportation Marketing 40

Harvard Business Review

MARCH 2, 2016

There’s pain as companies go out of business and people lose jobs, but ultimately there’s gain as the new market establishes itself. For example, last century’s retailers mailed out catalogues and then used sales feedback to adjust the offerings for the next quarter. It’s only creative destruction.

Assets 8

Assets Balance Sheet Operations A/B Testing 8

High Scalability

NOVEMBER 25, 2019

How do you market your product? We started with SEM/SEO but over time as we grew, we used many channels to acquire customers like Social media, Biz dev, Trade shows, SEM, SEO, Inbound marketing and high touch sales for Enterprise customers. We reached product/market fit when the EFSS market was just exploding.

Scaling 21

Scaling Engineering A/B Testing Manager 21

Andrew Chen

NOVEMBER 13, 2018

You have to figure out the macro organizational issues – how it fits in with marketing, product, and other functions – as well as the micro, like how to measure the success of these teams. What’s the difference between growth and marketing/product/whatever? Dear readers, Building a new growth team is hard.

A/B Testing 110

A/B Testing Engineering User Experience Marketing 110