Bill Anderson advises on the people and process that make marketing operations teams effective. Bill has advised senior Fortune 1000 marketing and revenue leaders and takes on a small number of engagements each year, primarily through referral.
Adobe Gen Studio for Performance Marketing (whew! what a mouthful) opens up meaningful possibilities: produce marketing content at scale while maintaining quality and brand consistency. Organizations that approach implementation thoughtfully are seeing real benefits; faster campaign launches, more testing capacity, and better resource allocation. Success…
Continue reading...Much has been said and written lately about the need to govern the prolific output of content from GenAI systems that are intended to support business goals, but too often create as many problems as they solve. Among the chief challenges involved are ensuring that…
Continue reading...Executives investing in Salesforce, particularly with Fluid Revenue Orchestration, often find the promised ROI a little elusive. It's not usually a problem with the technology itself, but rather a gap between how the system is configured and how salespeople actually behave. Simply deploying a sophisticated…
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Adobe’s recent unveiling of GenStudio has sparked a lot of interest and some consternation among marketing executives, particularly those focused on performance marketing. The demo showcased the platform’s ability to generate tens of thousands to millions of images swiftly, a capability that will disrupt business…
Continue reading...I've been in more than a few organizations, and I've formed an opinion of what makes a strong Revenue Orchestration Architecture. Here's my basic tenets for design: READ is powered by data. All the arguments about API-first, Composable, Headless, Gopher protocol take a back seat…
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