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Kelly Borth: How to measure your marketing spend to get the best of both

In nearly every marketing conversation, I am asked how to measure return on investment. It is a fair question, but the answer is not always simple to address.  ROI, and equally important return on opportunity, are measured differently for most companies and are calculated on factors that are specific to each organization. Here are some […]

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Kelly Borth: Communication plans are key to a successful merger or acquisition

A merger or acquisition is a sensitive process for all parties involved. Misinformation can abound, egos can be bruised, and business relationships can be damaged. One major cause of problems for companies entering a merger or acquisition is rumors and misconceptions that are allowed to run rampant through all levels of employees and stakeholders, as […]

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Kelly Borth: Why what worked in 2008 is no longer applicable in 2013

  As the economy slowly recovers, you need to adapt to the times when marketing your products and services. What worked in 2008 no longer applies in 2013. It’s a new game, and the few businesses doing it right are driving conversation, engagement and loyalty — and winning new business. It is not about abandoning […]

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Kelly Borth: How to ensure everyone knows your name so prospects are already familiar with you

Building a strategy to earn name recognition in the marketplace is more complex today than ever, and increased competition breeds more choices. The Internet feeds prospects’ desire for 24/7 access to information and, at the same time, has changed the face of publishing. Email provides messaging directly to someone’s personal mailbox. Smartphones connect us around […]

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Kelly Borth: How to establish from where your company growth will come

I have worked with CEOs for more than 30 years, and one constant that I have seen is a lack of clarity about goal setting. CEOs know what they want and usually have a growth number or percentage in mind, but they don’t have clear vision or a plan for how they will get there. […]

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