Chapter 6 - Be a Strategist - Establishing Methodology
As I strove to better understand the benchmarks of a great agency and client relationship, practitioners shared their desire to create or participate in strategy. Yet often times they are engaged to execute a specific tactic without the context of strategy. When I asked the question, "What's your biggest frustration?" The answer often had to do with skipping strategy and going straight to tactic. Taking the time to understand the overarching goals and objectives and getting a
Chapter 18 - Be Integrated - When Everybody Clicks
I struggled with where to put this chapter, at the beginning or the end, it could have belonged in either place but I choose to put it at the end because so much about becoming integrated has everything to do with understanding the other elements of the research results. Being partners, leaders, evangelists, students, researchers, strategists, analysts and influencers are all necessary to becoming integrated. As digital marketers we have some very big problems to solve. How d
