Items filtered by date: September 2026

Most board members come from finance, operations or general management backgrounds. They may understand gross profit, EBITDA and customer acquisition cost, yet often glaze over when presented with click-through rates, impressions or content engagement charts. To ensure productive board reporting in marketing, marketers must learn to translate their discipline's language into clear business terms. This process starts with knowing what matters to the board and how to frame the marketing business case so that marketing earns both trust and budget.

Stepping into the role of Chief Marketing Officer is both an exciting and daunting journey. The first 90 days hold immense importance for any marketing leader. During this period, new marketing leaders set the tone, build relationships and chart the course for future marketing success. While it may be tempting to jump into rebranding or rolling out new campaigns immediately, initial restraint often yields better long-term results. Focusing on a marketing assessment framework and stakeholder alignment ensures priorities align with business goals, making each action count.

The modern B2B sales environment rarely involves a single decision maker. Instead, the average enterprise sales cycle requires buy-in from a full committee. Recent research shows that up to eleven individual stakeholders now participate in the decision process. This shift brings complex challenges for marketers who need to target messaging for a diverse group with different goals, influences and concerns. Understanding multi-stakeholder marketing is essential for companies aiming to close bigger deals with larger organizations.

Most vendors believe they need to be on the official invitation list before they have a shot at winning a request for proposal (RFP). What fewer realize is that the procurement process often begins long before the document is written. Decision-makers usually start shaping preferences, setting solution frameworks and aligning internal consensus before they kick off any formal tender marketing activity. Understanding how to increase procurement influence and position your brand for these hidden opportunities can dramatically raise your chances of being considered, even if you did not receive an initial invite.

Expanding a brand across different countries brings opportunities and hurdles. Businesses want to reach new audiences and grow revenue, but this journey requires careful planning. The core challenge in multi-market marketing is keeping a unified brand identity while adapting to local preferences. Companies that balance these two goals create consistent global appeal and connect meaningfully with each market. Achieving this balance starts with crafting a well-structured international marketing strategy that prioritizes localization, transcreation, and in-depth cultural insight.