Christine Pilkington is the CEO and founder of Crisp, a fractional CMO and contract marketing services firm based in Vancouver, Canada. As a fractional CMO, I’m often called in to help when a ...

Not long ago, few B2B companies had a marketing operations function. Today, this function is becoming an important facet of the marketing organization. The marketing operations function enables the ...

One of the recurring themes in this discussion has been the concept of thinking in terms of a buying process not a selling process. Many times when I speak about this topic publicly, there is general ...

It is has been calculated that finding new customers costs six to seven times as much as retaining an existing one. Obviously the cost-conscious business will want to keep this as low as possible and ...

Before embarking on a shopping journey, customers often find themselves in a state of awareness where a specific need or desire has sprouted in their minds. A growing recognition of a gap ...

AI has shifted from nice-to-have to need-to-have for supercharging marketing. An AI road map can help you navigate the journey, steering you through the technical, ethical, operational and strategic ...