This month I had the pleasure of delivering some workshops at the Kiwanis International Convention 2009 in Nashville, TN. One of the workshops, the Digital Divide, drew quite a crowd anxious to discuss this phenomenon playing out at their respective local level, in clubs across the country.

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Whether you call it MRM, or job management or project management, managing the marketing function is no small task and we often encounter “management by spreadsheet” or tasks in outlook or some other free tool that, while better than nothing, leaves a lot to be desired.

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Data: we use data to formulate strategy, we use data to control and measure workflow, we use data to create content, and we use data to measure response. Making sure your data is in good shape, warehoused in industry standard structures, accessible and actionable, should be a common organizational goal. How comfortable are you with integrating your various datapoints with your marketing workflows?

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Nothing has impacted our work with marketing professionals more in the last 24 months than SM. Since many marketing managers are digital immigrants trying adopt these new channels quickly and struggling with load balancing vs. ROI and wondering where the analytics will come from, given its low cost of entry, it remains in high growth territory despite the economic decline. When Facebook’s market value surpasses that of CBS, there can be little doubt this channel or these conversations are having impact and should be factored into your ongoing strategy.

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