So it Begins… It’s that time of the year again. You walk into your favorite store, minding your own business and bam! You accidentally walk into an animatronic witch or ghost moving around and screaming like crazy. Then it hits you… HALLOWEEN! Yes, the time of...

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The Harvard Business Review published interesting insights based on conversations with CEOs who were looking for sustainable growth in their companies. Whereas pressure on these CEOs is greater than ever and marketing departments and product R&D teams are feeling the brunt, the secret to sustainable growth might not lie in those on your company payroll.
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According to McKinsey & Company's Chief Marketing & Sales Officer Forum, 50% of B2B marketing spend is misaligned. That's because many B2B marketers are not using the consumer decision journey as their framework for thinking about the buying cycle.  McKinsey's breakthrough research in creating the Consumer Decision Journey has forced marketers to discard the traditional notion of a purchase funnel.  While initially a consumer-based study, the same phenomenon has been validated for business-to-business (B2B) customer decisions -- giving way to the idea of a Customer Decision Journey.
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