Organizing for Marketing Agility
How Should Firms Onboard New Salespeople? The Relative Efficacy of Centralized Versus On-the-Job TrainingAug 2, 2019 Michael Ahearne, Phillip Wiseman, Zachary Hall, and Seshadri Tirunillai, 2019, 19-125-08
Digitally supported on-the-job training can offer cost savings over centralized training programs, and this quasi-experiment finds that such programs can improve performance as well – if the sales manager has the bandwidth to provide guidance early on in a new hire’s tenure.
Challenging the Marketing Status QuoMay 01, 2019
David Gal, University of Illinois at Chicago
Why do businesses fail to adapt as circumstances evolve? In this webinar, David Gal draws on lessons from the history of warfare, business, and science to identify the forces that serve to protect the status quo and how these forces can be overcome.
Putting Analytics into Action: Using Cupcakes to Improve Business OutcomesApr 05, 2019 Martyn Crook, Vice President Global Knowledge and Insights, The Coca-Cola Company
The best analytics in the world are useless if we don’t get the right information to the right people at the right time, and then ensure that they take action.
Moving Beyond Data and Analytics: Getting to an Insight CultureApr 05, 2019 Liam Fahey, Partner, Leadership Forum
Liam Fahey will describe some of the key elements of an insight-driven culture and how it enables marketers to be far more influential in their organizations.
The Role of Scenario Presentation in the Selection of Innovation ProjectsMar 5, 2019 Vardan Avagyan, Nuno Camacho, Wim A. Van der Stede, and Stefan Stremersch, 2019, 19-114-03
Innovation project teams invariably present best- and worst-case cash flow scenarios when they make their pitches to marketers and other decision-makers. This study finds that small-range scenarios boost confidence in the team's expertise and increase the chance that decision-makers will opt for transformational over core innovation projects.
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