Marketing Challenge

Marketing Challenge: Retest or Roll With It: Answers

Marketing Challenge: Retest or Roll With It: Answers

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Cameron MacDonnell is unsure as to whether his campaign test results are an anomaly. Should he retest or just run the campaign as is? Read the full story and provide your advice.

Not So Risky Business: Answers

Not So Risky Business: Answers

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A CMO hates an upcoming campaign, but his company already committed $200,000 to it. Does he kill the campaign or run with what he thinks will be a poor performer? Read the details and give your opinion.

Marketing Challenge: Retest or Roll With It?

Marketing Challenge: Retest or Roll With It?

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Cameron MacDonnell is unsure as to whether his campaign test results are an anomaly. Should he retest or just run the campaign as is? Read the full story and provide your advice.

Marketing Challenge: Risky Business

Marketing Challenge: Risky Business

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A CMO hates an upcoming campaign, but his company already committed $200,000 to it. Does he kill the campaign or run with what he thinks will be a poor performer? Read the details and give your opinion.

The Delicate Task of Firing a Customer: Answers

The Delicate Task of Firing a Customer: Answers

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Jacen Spring wanted to find unprofitable customers and try to bring them out of the red, and "fire" the costly customers. Coastal Construction, although a big spender, was a continuous drain on services and support. She debated how best to tell the CEO and Coastal's account rep her plan.

Marketing Challenge: Data Doesn't Lie,  So Listen to It

Marketing Challenge: Data Doesn't Lie, So Listen to It

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Logan Christensen has watched his data-driven advice go unheeded as conversion rates have dropped precipitously. The issue: new CMO Loretta Drago. What's his next course of action?

What to Do When Sales Rises Up Against Marketing: Answers

What to Do When Sales Rises Up Against Marketing: Answers

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A week into her new role as chief marketing and sales officer, Abigail Bruner heard two of her top salespeople hatch a plan to pitch themselves to the competition. What should she do? Read the full story and provide your advice.

Marketing Challenge: The Delicate Task of Firing a Customer

Marketing Challenge: The Delicate Task of Firing a Customer

By

Jacen Spring wanted to find unprofitable customers and try to bring them out of the red, and "fire" the costly customers. Coastal Construction, although a big spender, was a continuous drain on services and support. She debated how best to tell the CEO and Coastal's account rep her plan.

Spoiled for Choice, Challenged by Attribution: Answers

Spoiled for Choice, Challenged by Attribution: Answers

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Marketing VP Chris Brown is considering reassigning how much he allots to catalogs, email, and search—all of which drive online sales—but a new allocation strategy isn't clear based on past customer behaviors. More testing would help him decide but his budget is due in a week. What should he do?

Marketing Challenge: What to Do When Sales Rises Up Against Marketing

Marketing Challenge: What to Do When Sales Rises Up Against Marketing

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A week into her new role as chief marketing and sales officer, Abigail Bruner heard two of her top salespeople hatch a plan to pitch themselves to the competition. What should she do? Read the full story and provide your advice.

Too Old to Be Digital?: Answers

Too Old to Be Digital?: Answers

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Paulo Gonzales (53) and Bev Wilson (48) have had continued success, but CEO Glenn Eichert is still convinced that the company needs a younger digital leader and secretly set out to find one. Insulted, they decided to approach Eichert about it, but were torn about the best approach to take. See how our readers would handle this situation.

Spoiled for Choice, Challenged by Attribution

Spoiled for Choice, Challenged by Attribution

By

Marketing VP Chris Brown is considering reassigning how much he allots to catalogs, email, and search—all of which drive online sales—but a new allocation strategy isn't clear based on past customer behaviors. More testing would help him decide but his budget is due in a week. What should he do?

But We Did It This Way: Answers

But We Did It This Way: Answers

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CMO James Li and his entire team have reached their "we did it this way" limit in terms of Luther Crain's suggestions—always based on the successes from his previous job. See how our readers would handle this situation.

Marketing Challenge: Too Old to Be Digital?

Marketing Challenge: Too Old to Be Digital?

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Paulo Gonzales (53) and Bev Wilson (48) are digitally savvy and have had continued success. Regardless, CEO Glenn Eichert is convinced that the company needs a younger digital leader and set out to find one, without discussing it with the pair. Insulted, they decided to approach Eichert about it, but were torn about the best approach to take. What should they do?

Good Marketer, Bad Attitude: Answers

Good Marketer, Bad Attitude: Answers

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Jaden Waterman was hired a year ago to oversee email marketing. He's doing a better job than his predecessor, however, he has an attitude. Waterman's boss, Lenore Cranston, has spoken to him, but to no avail. See how our readers would handle this situation.

Marketing Challenge: But We Did It This Way

Marketing Challenge: But We Did It This Way

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CMO James Li and his entire team have reached their "we did it this way" limit in terms of Luther Crain's suggestions—always based on the successes from his previous job. What could Li say to explain the situation without dampening Crain's enthusiasm?

It's Just Business, Nothing Personal—Or Is It?: Answers

It's Just Business, Nothing Personal—Or Is It?: Answers

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Drake Darrow's promotion spells colleague and close friend Chris Tarton's firing. See how our readers would handle the situation.

Marketing Challenge: Good Marketer, Bad Attitude

Marketing Challenge: Good Marketer, Bad Attitude

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Jaden Waterman was hired a year ago to oversee email marketing. He's doing a better job than his predecessor, however, he has an attitude. Waterman's boss, Lenore Cranston, has spoken to him, but to no avail. What should she do?

Perception Can Change a Brand's Reality: Answers

Perception Can Change a Brand's Reality: Answers

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Perception can change a brand's reality. See how our readers would tackle this thorny situation.

Marketing Challenge: It's Just Business, Nothing Personal—Or Is It?

Marketing Challenge: It's Just Business, Nothing Personal—Or Is It?

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Drake Darrow just got awarded a huge promotion. The caveat: Colleague and close friend Chris Tarton will be laid off as a result. How should Darrow handle the situation? Read the full scenario and share your opinion.

Rumor Has It (All Wrong): Answers

Rumor Has It (All Wrong): Answers

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A rumor has the new CMO at odds with her team. See how our readers would tackle this thorny situation.

Marketing Challenge: Perception Can Change a Brand's Reality

Marketing Challenge: Perception Can Change a Brand's Reality

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Jacob Donnelly has been Sasha Smith's client for nearly two years. For just over a year, he's also been her beau. They assumed that when people found out they would presume that special deals were made. What would you do?

The Risk of Taking Email Full Throttle: Answers

The Risk of Taking Email Full Throttle: Answers

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As VP of marketing for the fledgling Targeted Outreach, Tony Smith's charge was to help grow the company—but his gut felt he was walking the ethical line. How should he handle it? See how our readers would tackle this thorny situation.

Marketing Challenge: Rumor Has It (All Wrong)

Marketing Challenge: Rumor Has It (All Wrong)

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A rumor has the new CMO's at odds with her team. Read the full story and provide your advice.

Making Way for New Marketing Technology: Answers

Making Way for New Marketing Technology: Answers

The VP of marketing had backing from his CMO for new software, but the CIO had a different vision. How should he handle it? See how our readers would tackle this thorny situation.

Marketing Challenge: The Risk of Taking Email Full Throttle

Marketing Challenge: The Risk of Taking Email Full Throttle

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Tony Smith was trying to help grow Targeted Outreach—but his gut felt he was walking the ethical line. Should he cross his fingers and let things proceed? Read the full scenario and send your answers to ginger.conlon@dmnews.com.

When Marketing and Sales Collide: Answers

When Marketing and Sales Collide: Answers

The head of marketing operations is doing just as much selling as marketing, sans the commission her sales colleagues earn. How should she handle it? See how our readers would tackle this thorny situation.

Marketing Challenge: Making Way for New Marketing Technology

Marketing Challenge: Making Way for New Marketing Technology

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The VP of marketing had backing from his CMO for new software, but the CIO had a different vision. How should he handle it? Read the full scenario and send your answers to ginger.conlon@dmnews.com by Friday, August 29.

Defending Direct: Answers

Defending Direct: Answers

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Miranda Bell knows her program will pay off but CEO Dasha Atwala says to nix it. What should she do?

Marketing Challenge: When Marketing and Sales Collide

Marketing Challenge: When Marketing and Sales Collide

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The head of marketing operations is doing just as much selling as marketing, sans the commission her sales colleagues earn. How should she handle it? Read the full scenario and send your answers to ginger.conlon@dmnews.com by Friday, August 1.

Leading by (Poor) Example: Answers

Leading by (Poor) Example: Answers

The VP of marketing has been a little lax in his definition of the term "business expense" and it shows. See how our readers would handle this thorny situation.

Marketing Challenge: Defending Direct

Marketing Challenge: Defending Direct

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The new CEO wants to cut direct mail because of postal increases—even though DM is great for ROI. What would you do? Email your answers to ginger.conlon@dmnews.com by June 30 for the chance to win $100.

Clicks at Any Cost: Answers

Clicks at Any Cost: Answers

Your email director is a spray-and-pray kind of guy. As the new marketing VP, how would you deal? See what our readers had to say.

Marketing Challenge: Leading by (Poor) Example

Marketing Challenge: Leading by (Poor) Example

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The VP of marketing has been a little lax in his definition of the term "business expense" and it shows. How would you advise him?

Betrayal or Just Business? Answers

Betrayal or Just Business? Answers

Something not quite kosher is happening at this agency. See how our readers would handle the situation.

Marketing Challenge: Clicks at Any Cost

Marketing Challenge: Clicks at Any Cost

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Your email director is a spray-and-pray kind of guy. As the new marketing VP, how would you deal? See what our readers had to say about it.

Too Much Information: Answers

Too Much Information: Answers

A sales VP shared a competitor's confidential pricing and marketing information with the sales team. Not good. See how our readers would deal.

Fighting Ill-Fitting Favoritism: Answers

Fighting Ill-Fitting Favoritism: Answers

The CEO at Hanover Manufacturing is pushing for nepotism and the CMO is in a quandary. What would you do? See what our readers had to say.

Marketing Challenge: Betrayal, or Just Business?

Marketing Challenge: Betrayal, or Just Business?

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Something not quite kosher is happening at this agency. See what our readers had to say about it.

Spoiled for Choice: Answers

Spoiled for Choice: Answers

Sterling Worldwide is hiring a new VP of sales and marketing. Should the CRM expert or the data person get the job? See what our readers has to say.

Marketing Challenge: Too Much Information?

Marketing Challenge: Too Much Information?

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A sales VP shared a competitor's confidential pricing and marketing information with the sales team. What advice would you give her boss on how to handle the situation?

Marketing Challenge: Fighting Ill-Fitting Favoritism

Marketing Challenge: Fighting Ill-Fitting Favoritism

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The CEO at Hanover Manufacturing is pushing for nepotism and the CMO doesn't know what to do. What advice would you offer? The best answer wins a $100 gift card.

Ignore or Engage the CEO: Answers

Ignore or Engage the CEO: Answers

CMOs often find themselves stuck between a rock and a hard place, or in this case a Director and the CEO. See what advice our readers had to share.

Bridging the Marketing and Sales Divide: Answers

Bridging the Marketing and Sales Divide: Answers

The sales and marketing teams at Digital Manufacturing are bickering and its impacting their work. What would you do in that situation? Read on to see what our readers had to say.

Marketing Challenge: Spoiled for Choice

Marketing Challenge: Spoiled for Choice

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Sterling Worldwide is hiring a new VP of sales and marketing. One candidate is all about the data, the other is all about fostering customer relationships. Who should get the job?

A CIO-CMO Disconnect: Answers

A CIO-CMO Disconnect: Answers

A hard-charging CMO rebuffs his CIO's attempts to improve the company's marketing technology. The CIO's in a pickle. See what our readers had to say about it.

Marketing Challenge: Ignore or Engage the CEO

Marketing Challenge: Ignore or Engage the CEO

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CMOs often find themselves stuck between a rock and a hard place, or in this case a Director and the CEO. Read this month's Marketing Challenge scenario and tell us what you would do to solve the CMO's dilemma. Answers due to ginger.conlon@dmnews.com by Friday, November 29.

An Uncouth Marketing Plan: Answers

An Uncouth Marketing Plan: Answers

You know a colleague is applying for a job with your direct competitor. Do you share the knowledge or do you stay mum? See what our readers had to say.

Bridging the Marketing and Sales Divide

Bridging the Marketing and Sales Divide

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The bickering between marketing and sales is getting out of hand. Read this month's Marketing Challenge scenario and tell us what you would do to solve the SVP of sales and marketing's dilemma.

When Targeting Turns to Blasting: Answers

When Targeting Turns to Blasting: Answers

What happens when you think you've got all your targeting/campaign ducks in a row—only to get no results? We asked and our readers answered.

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