Marketing Challenge

Marketing Challenge: The Delicate Task of Firing a Customer

Marketing Challenge: The Delicate Task of Firing a Customer

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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.

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.

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.

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?

A Million- Dollar Branding Disaster: Answers

A Million- Dollar Branding Disaster: Answers

What would you do if you'd spent mega money on a huge rebranding campaign only to discover it'd already been done? Our readers respond.

Marketing Challenge: A Million-Dollar Branding Disaster

Marketing Challenge: A Million-Dollar Branding Disaster

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You've spent mega money on a rebranding campaign—only to discover an assistant hadn't done due diligence on tagline research. What would you do?

Too Much Information? Answers

Too Much Information? Answers

Would you hire the "ideal" candidate that had one big flaw? See what our readers had to say.

Marketing Challenge: Too Much Information?

Marketing Challenge: Too Much Information?

Would you hire the "ideal" candidate that had one big flaw?

The wrong marketing compensation is risky business

The wrong marketing compensation is risky business

Compensation is a thorny issue. Check out of marketing challenge and see how you would deal with our scenario. We'll print the best answers.

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