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Moneyball Marketing: The Cost to Win – Part 1 of 2

I’ve written before about the “Theory of Constraints” as it relates to marketing and customer acquisition. The idea is that all systems (including those that support customer acquisition) are constrained in some way, and only by systematically breaking those constraints can growth potential be realized. It is in this context that I’ll use the Moneyball […]

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Choose Your North Star Marketing Priorities. Then, Choose Your People.

When companies decide to pursue a strategy of growth, they naturally look to their sales and marketing leadership. As they consider building out their sales apparatus, there’s often a temptation to look for a person— a professional who can be enlisted to drive change and build the engine of growth. Obviously, there does come a […]

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How the Efficient Market Hypothesis Encourages Doing Things Better and Cheaper

Are you familiar with an economic theory called the efficient-market hypothesis? There’s no need to get too deep into the weeds of it here, but suffice to say that, according to the efficient-market hypothesis, all of us have access to more or less the same information with regard to the stock market; theoretically, over a […]

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Want More Customers? Forget Right and Wrong. Embrace Right as Possible.

In ye olden days of marketing— you know, 20 years ago— it was of paramount importance for advertisers to get everything right. If your company was sinking a big chunk of money into a prime-time TV ad, all the details had to be just so; the messaging, the timeslot, the creative, everything. Getting even one […]

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Marketing Technologies Can Enhance Efficiency—But Are Limited by Leadership

Marketing technology has evolved at such an astonishing pace over the past decade that it’s easy to feel overwhelmed by it. Just look at the explosive growth of the martec landscape in less than a decade, illustrated in the chart below from the website Chiefmartec.com: In an environment of such rapid change, it is also […]

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Tim Hortons New Loyalty Card – Even Great Companies Can Rely on Bad Assumptions

In school, children are often taught that there’s no such thing as a dumb question; they’re encouraged to speak up any time they need some additional insight or clarity. That’s a lesson that some of us forget as we become older. For example, a lot of businesses—even some truly great ones—base expensive customer campaigns and […]

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What Army Navigation Taught Me About Finding New Customers

Listen up, maggots. We’ve received reliable intel that a large new customer group has emerged and assembled somewhere near Checkpoint Action. Our mission is to engage this group and liberate their product needs before they fall under enemy control.  Let’s face it: Reaching a new customer group can be a daunting task because, in many […]

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Smart Companies Don’t Focus On Growth

Want to know the secret you’ve been missing to grow your business? Well, you can certainly find plenty of people who will claim they can tell you. Every marketing agency and consultancy in the world claims to have the blueprint for exponential business growth. If you don’t believe it, just do a quick Google search […]

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Defining Sales and Marketing Waste: The Biggest Opportunity You Didn’t Know You Had

At Lenses and Levers, we look at things through the prism of Lean-Agile principles and methods, which largely revolve around the notion of identifying and eliminating waste. But “waste” means different things to different people and is dependent largely on context. So to begin, let’s start with a definition. We define sales and marketing waste […]

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Sales & Marketing ROI Isn’t Everything. It’s the Only Thing.

Here’s a simple but hopefully valuable thought experiment. Imagine a trusted friend came to you enthused about a new investment opportunity. “You really need to get in on this,” your friend might say to you. “For every dollar you invest here, you’ll get 90 cents back!” Of course, it doesn’t take much business experience to […]

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