Newly Released White Papers

Marketing 21: The Era of Influence

Marketing's over-arching responsibility to help the company grow the top-line has not changed. However, how you do that continues to evolve. While new tools and communications methods appear regularly, there is a more fundamental shift marketers need to understand. It is now less about getting to the decision-maker, and more about how to influence the influencers of the decision-maker. This paper looks at how to do that.

Maximize Your Trade Show Investment

This paper discusses a heretofore neglected factor of any trade show that ultimately determines its level of success. Too often trade shows become a routine event where the logistics of getting everything to the show on time over-shadows the real reason for being there. The objective of this paper is to offer a process to leverage this key factor. This will increase your trade show productivity and quality and will provide your company with a competitive advantage.

Measuring Marketing Accurately

In today's world of marketing accountability, marketing performance management, marketing ROI and related catch phrases, measuring marketing is an oft-discussed topic in board rooms and C-suites. To measure marketing accurately requires first that you define what you expect marketing to accomplish. What outcome are you looking to achieve from the effort? As simple as that sounds, it is done too infrequently, which does not prevent the measurement discussion, though it precludes its usefulness.

Process Improvement Tools: Scatter Diagrams

There are many process improvement tools available to help companies manage and improve their business processes. New ones are created regularly and many are adapted or modified. Quality guru Ichiro Ishikawa taught that 90% of all business process problems can be solved with the Seven Tools of Quality. We concur. In addition, if you could actually solve 90% of your business process problems, you’d be a lot further ahead than you are today. This paper addresses one of those tools, Scatter Diagrams

When Sales People Become Bread-Men

This paper was written by Abe WalkingBear Sanchez. Abe is an astute observer of the actual use of payment terms to facilitate commerce. His insights on sales metrics and the use of credit are unique and this paper reflects some of his thinking. He has given us permission to reprint it.