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Marketing for Results

Grant Johnson

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Top Stories by Grant Johnson

Over the past 15 years waging war in the technology marketplace, I’ve come to appreciate that the first battle for marketing is often the one fought inside a company between sales and marketing.  Let’s face it, the two functions are often at odds due to the he fundamental schism of one function primarily rewarded for delivering near term results, i.e. get sales this quarter, and the other function primarily rewarded for creating competitive advantage and building brand preference. It’s no wonder there’s a lot of finger pointing in the hallways and conference rooms across America.  But when internal struggles consume cycles, it’s always with the collective company’s back to the customers and prospects vs. forming a customer-facing united front, the only winners in the fight are competitors who have figured it out. So here are a few consideration for marketers on how t... (more)

Marketing Your Way Out of The Recession

It's anyone's guess when the recession bottoms out and we get back to growth.  Rather than remain in a "state" of denial - like California did for too long - or adopt a hunker down mentality - "let's just ride this one out" - as many companies have, there's a middle path of taking proactive measures steps now, so that when growth reappears, your company is better positioned to gain an unfair share of the increased customer demand that will be there to harvest.  Here are a few considerations to come out will your guns ablazing. Get back to basics.  One of my colleagues recently s... (more)

Selling the “Strategy Imperative” to the CEO

Given all the pressure to deliver "in quarter" results, it's becoming increasingly difficult to get executive attention on strategy formation and/or re-examination.   Executive energy is largely consumed with driving operational excellence and available "cycles' are devoted to sales and growth initiatives designed to drive near-term, measurable improvements in sales and/or profitability.  It makes sense given we are still "heads down" working our way out of an enduring global recession. Nevertheless, there's a risk that by ignoring meaningful strategy formulation today, your com... (more)

Technology Brand Development Essentials

Having created and shaped several successful brands over the past decade, including FrontBridge (acquired by Microsoft) and FileNet (acquired by IBM), there are a few fundamentals that are key to successful brand development. It has to start at the top with the CEO supporting an investment in branding and disciplined brand management. Without that, it’s a non-starter. Given technology companies are continuously innovating and changing products, the brand strategy has to be differentiated and relevant to target markets and the executional guidelines have to be consistently applied... (more)

B2B Companies Play Catch-up in Social Media Arena

This Q/A with Grant Johnson, conducted recently by Drew Neisser, CEO of Renegade, a NYC-based social media and marketing consultancy, also ran here on The Drew Blog. B2B companies for the most part have been playing catch up to their B2C counterparts in the social media arena. One company that is coming on strong in this area is Pega, a company that helps other companies be more focused on their customers via BPM and CRM software solutions. I was delighted to able to catch up with Grant Johnson, Pega’s CMO as part of the soon to be released Social Media Fitness Study. (BTW, CMO’... (more)