Take Stock of This: It’s Not Where You’ve Been, But Where You’re Going

What do the stock prices of Domino’s and Pizza Hut, the average tenure of a CMO, Panera Bread’s mobile delivery system, and Coca-Cola’s widely-debated position of chief growth officer all have in common? Answer: A commitment to the idea that what...


Strategy as Creative Deconstruction

Strategy: How to Exercise Creative Deconstruction

Innovation has been hailed for more than half a century as “creative destruction.” The definition is applied to economics broadly, because it applies so well to today’s ever-evolving landscape of technology and the IOT life. Listening to the Bill...


best way to calculate marketing roi

Marketing How-To: Calculate Marketing ROI

The formula to calculate basic, short-term marketing ROI is simple: ROI = (Incremental Profit – Campaign Cost) / Campaign Cost. But marketers know that the formula—while accurate—is far too often misapplied to their efforts. Understanding What...


Dear Agency: Does my business need an app?

Dear Agency: How do I know if my business can profit from an app, and when is the right time to create one? Dear CMO: Honestly? It comes down to this cold hard truth: How likely is it that consumers will use your app? Having an app is high on...


Defining a Legend

It’s Sunday morning and I’m sitting at Starbucks. The line is long and I’m flipping through my Facebook feed. Keith Urban pops up on my screen with a tribute to the music legends lost in 2016. The list is long, incredibly distinguished, and then...


Your 2017 Success Could Hinge on an Important Question

It’s just a few days into the new year. Happy 2017! Welcome to a world of new opportunities and unlimited possibility. Now, while every new year is a turning of a page and a clean slate of sorts… have you realized that before you know it, it will...


How Rogue Thinks: Strategy Trumps Tactics

Agencies are all the same. Or so you may believe. It’s easy to see why. The language is often consistent. Websites promote seemingly identical services and approaches. Information sources and tools may seem similar. But in the end, it’s not a common...


How Rogue Thinks: The Long and Short on Paid Media

If we choose to do something, what can we expect to achieve right now? For many businesses, the motivation to move in any direction is based upon immediate impact. It often sounds a little like this: “let’s try ______ tactic out, because we need it to...


How Rogue Thinks: Unleash the Expectations

If you were asked to name some great, iconic businesses, there are a few that almost certainly would make the list. There’s Microsoft. And Facebook. Apple. And Google. But another great has been able to do things those others really haven’t:...


Top 7 Things CMOs Need to Know for 2017

Want to grow your business in 2017? Of course, who doesn’t? Digital marketing is more important now than ever, and you need to know that you are doing the right things in the right way. As a business leader, it’s a daily requirement to think both...


Dear Agency: What’s the value in setting up a retainer agreement?

Dear Agency,  My digital marketing agency is asking for a retainer. How is that a valuable thing for me? When can it be a good idea? Dear CMO: If you’re talking about a retainer then chances are you’ve got a big outcome on your mind. You know...


The Non-practitioner POV at MozCon 2016

“As many as 60% of sales are lost not to your competitors, but to no decision at all…” “Google’s moved to all machine learning all the time.” “60% of people would rather get an email than interact with your web or social channel…”...


Bring Home the Big Win with Analytics

Marketers Love Statistics Marketers love statistics because they allow you to track your progress and set a benchmark against your competition. Those stats and metrics are often the only way to provide concrete evidence of the value of digital marketing...


Sometimes You Win… Then What?

This week the GOP officially nominated their presidential nominee, Donald J. Trump. On Tuesday, before introducing his wife to the podium, he gave a few brief remarks. They sounded like this: “We’re gonna win. We’re gonna win so big. Thank...


You Only Get One Shot (to strategize a winning go-to-market)

There’s a chance you might faintly remember this story from history. But what’s more likely, is that you recognize this as a familiar refrain from the Broadway smash hit, Hamilton. That’s because this musical has become an overnight hit bringing...


Super Strategies Your Business Can Learn From Super Bowl 50

Did your brand invest $5M plus to run a thirty second spot that would be seen by 170 million people during Super Bowl 50? Or make a major announcement while leaving the halftime show? No? Us either.


How to Scale Your Digital Agency Team

Picture a race car pit crew. With mere seconds—as few as twelve—a six-person team can fuel up the car, clean the windshield and the radiator, change or put air in the tires. It works because the pit crew is seamless. There’s a strategy in place, and...


What to Look for When Hiring a Digital Agency

I am a father of small children, and this time of year can only mean one thing: new shoes, pencil cases and glue sticks, and visits with new teachers. If you’re a parent, or a student yourself, you know what I’m talking about: It’s Back to...


How Social Can Amplify Your Business

As a marketer, articulating social media’s value to your CMO and CEO can be difficult. Many top executives simply don’t “get it” or fail to see the potential ROI compared to older, more traditional strategies. After all, what’s the ROI of a...


MozCon 2015 Recap: How Can We Think About the End Game Differently?

It’s Thursday morning. We’re wheels up on the way back to Dallas from Seattle. The view from seat 12D is outstanding: “extra legroom,” a country/hip-hop playlist going on Spotify, Evernote download of session notes, a Diet Coke,...


How to Grow an Agency

On Wednesday, I’ll be hosting one of MozCon’s birds-of-a-feather table discussions on the topic of growing an independent digital consulting agency. I hope that you’ll be able to join us! But for those who can’t make it, here are some of the tips...


10 Step Guideline To Create Your 2015 Digital Marketing Plan

Listen up. It’s about to get real. This isn’t marketing in 1992 anymore. 10,000 channels, fragmented audiences, and a 24/7 hyper-connected “help me NOW” expectation from consumers.


Changing The Advertising Agency Model

Spring 2006 and I’m fresh out of MBA school – landing my first business analyst role for a Madison Avenue advertising agency. Digital marketing and the Internet remain a hot sector – sure people were overhyped from the .com bust a few years earlier,...


Marketing intelligence: Leveraging paid, owned, and earned media

Turning insights into action, communicating the value of your brand/product, testing/measuring performance.


What makes successful people – successful? They take advantage of every opportunity

It’s 4:00 on a random weekday and I’m northbound 35 headed back from Austin to Dallas. Construction is brutal and I’m trucking it home from a week of client meetings (and great Austin BBQ – Franklink’s).


Getting the most out of your digital marketing agency

Too often companies end up hiring the agency that is best at writing RFPs and pitch decks instead of the one that can drive your KPIs. Since the beginning of advertising – it has been considered common practice for companies and/or in-house marketing...