What Really Counts for CEOs. Connect the Dots Between Marketing & Sales. Regain Control of Your Company's ROI.
by Gal S. Borenstein
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Book Summary Information
Author: Gal S. BorensteinEdition: Kindle Edition
Audio: English (Unknown); English (Published)
Format: Kindle eBook
Published: 2008-10-31
ISBN: N/A
Number of pages: 93
Publisher: Borenstein Executive University Press
Book Reviews of What Really Counts for CEOs. Connect the Dots Between Marketing & Sales. Regain Control of Your Company's ROI.
Book Review: What you don't know can hurt you . . .
Summary: 5 Stars
Ours is a data-driven society, and in no environment is good data more important than in the realm of business. Every CEO and owner/manager keeps close watch on the details that add up to the bottom line, yet it seems that few of them know how to evaluate the marketing department's contribution to the overall health and well-being of the business. It doesn't have to be that way; Gal Borenstein's book can help managers and CEOs understand and manage their marketing investment to maximize returns.
What Really Counts for CEOs offers up a body of knowledge and a set of tools to help CEOs get a handle on this particular business investment. And that's one of his first bits of insight: marketing really is an investment in the firm's future rather than an awkward cost that no one understands.
Throughout the book, Borenstein identifies ways that the person in the head office can gather solid information and develop a strategy to manage marketing in an effective manner. Some of his points:
Every company is unique, and its road to success must be unique, as well. The CEO should resist the urge follow the pack if the pack isn't going where the company needs to go.
Bold thinking that escapes the conventional can help the business thrive in a maturing industry.
There is little advantage to resting on past successes if those successes don't lead toward new and better ways of doing business.
Borenstein uses plenty of case studies to support his points. He shares his own experiences and those of his clients to illustrate how so-called "best practices" often are not the best. A brief look at the business strategies at eBay, Netflix and Oracle, among others, demonstrate how CEOs turn information into success.
What Really Counts for CEOs is an easy read for any business manager. The author shares his message without reams of data, spreadsheets and charts and graphs. Don't be fooled by the book's accessibility, though. While he does not dish out a detailed set of instructions, the author does provide some thoughtful guidance and a starting place for the CEO who wants to gather useful information and use the full potential of his marketing department.
Summary of What Really Counts for CEOs. Connect the Dots Between Marketing & Sales. Regain Control of Your Company's ROI.
At the end of the day, you, the CEO must determine what is and isn?t working for your company.Yet, trapped by old-school marketing practices that don?t fit your company, and perpetuate finger-pointing between sales and marketing, it?s hard to break through and grow to the next level. That?s unless you were able to make your marketing a science, and quickly discern What Really Counts.It?s a brave new world for CEOs; from old-school print advertising to Web 2.0 social networks and the emergence of digital strategies, CEOs of every sized company still have no idea which part of their marketing works, which part doesn?t and what they should invest in to enhance their company?s long-term success. This confusion leads to CEOs spending more marketing budget dollars than necessary, squandering profit margins and resources that could be used elsewhere.
If the CEO does not understand which parts of the marketing effort are producing the best ROI, there is a strong likelihood that he/she will cut the very infrastructure required to restore the company?s vitality.
What Really Counts for CEOs, uncovers the key challenges CEOs face, and gives you the tools needed to treat marketing as a science. You will be asked to think differently, to ask the right questions to your marketing, sales and communication teams that will produce better answers that lead to meaningful metrics resulting in marketing outcomes that can be repeated and adjusted accordingly. In short, you will find out What Really Counts and make it work hard for your money.
At the end of the day, you, the CEO must determine what is and isn?t working for your company.Yet, trapped by old-school marketing practices that don?t fit your company, and perpetuate finger-pointing between sales and marketing, it?s hard to break through and grow to the next level. That?s unless you were able to make your marketing a science, and quickly discern What Really Counts.
It?s a brave new world for CEOs; from old-school print advertising to Web 2.0 social networks and the emergence of digital strategies, CEOs of every sized company still have no idea which part of their marketing works, which part doesn?t and what they should invest in to enhance their company?s long-term success. This confusion leads to CEOs spending more marketing budget dollars than necessary, squandering profit margins and resources that could be used elsewhere.
If the CEO does not understand which parts of the marketing effort are producing the best ROI, there is a strong likelihood that he/she will cut the very infrastructure required to restore the company?s vitality.
What Really Counts for CEOs, uncovers the key challenges CEOs face, and gives you the tools needed to treat marketing as a science. You will be asked to think differently, to ask the right questions to your marketing, sales and communication teams that will produce better answers that lead to meaningful metrics resulting in marketing outcomes that can be repeated and adjusted accordingly. In short, you will find out What Really Counts and make it work hard for your money.
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