The Marketing Plan vs. the Launch Plan

marketing plan vs launch plan

“We use the word ‘strategy’ very loosely in marketing.” I read this comment on LinkedIn recently and it got me thinking. The s-word is not the only squishy one for marketing teams. There are plenty of other terms that get bandied about without a lot of clarity, like “marketing funnel” and “conversion rates.” But there are others that cause confusion, like “marketing plan” and “launch plan.” Read more…

How We Celebrate Perfect Moments at Aha!

Aha! for Marketing launch

Dozens of support articles. 58 marketing activities completed. And hundreds of screenshots. This is just a sampling of the work that went into the launch of Aha! for Marketing. Our team felt an enormous sense of accomplishment on the morning of the launch. And despite the fact that we all work remotely, folks still got together to celebrate — hopping on a video meeting to cheer as the new product went live. Read more…

My Name Is Madeleine Black — This Is Why I Joined Aha!

Madeleine Black

It started with a big book of code. At 8 years old, I was given a guide to BASIC. The idea was that you could copy the code from the book to create simple computer games, like hangman. Once I had copied every line in the book, I started altering the codes — tailoring the games and ultimately building my own versions. I loved the logic of the code and also that I could transform it into anything I wanted it to be. Read more…

Just Launched! — Visualize Status Across Your Entire Product Portfolio

Portfolio roadmap in Aha! with bars colored by status

Do you manage multiple products? If you do, then you know you need to align your portfolio around a common strategy while simultaneously tracking status. The portfolio roadmap in Aha! was designed for just this. You can visualize how releases across products will deliver against your strategic initiatives. And with today’s enhancement, you can also quickly see if those releases are progressing or falling behind. Read more…

The 7 Things That Belong in Every Marketing Plan

marketing plan components

People often mistake the “what” for the “why.” Let me explain. Say you are preparing for a long vacation and have a long list of to-dos before you go. The “what” is the to-do list of things like packing and putting your mail on hold. However, the “why” is the vacation ahead. Marketing is no different. Before you launch into any activities, you need to have a solid understanding of why you are doing it. Read more…

Stop Making Excuses At Work — Do This Instead

excuses at work

Tell me if this sounds familiar. Your colleague makes a trivial mistake. Maybe it is a financial typo in a presentation or they did not speak up when they had questions and finished work that was not quite right. All you want is for them to own up to it and move on. Instead, you get a long-winded explanation of why the mistake happened.   Read more…

Just Launched! — Introducing Custom Equations in Aha! Reports

Are we on track to meet our revenue goals? Are the target dates realistic? What is the cost per lead? These are not simple questions. To truly provide meaningful answers, you need to combine different datasets and run sophisticated calculations. Since you have so much product and marketing data in Aha! already, it would be nice to do that analysis directly in the application. Now you can. Read more…

All Marketing Is Now Digital Marketing

Digital marketing

When was the last time you got a brochure in the mail that made you want to instantly take action? My guess is not recently. (If ever.) And even if you did get a mailer for an appealing vacation resort or restaurant, I bet you did not call the 1-800 number listed on the back. Nope — you went to the website for more information. And you likely booked your vacation or dinner reservations there. Read more…

The Founder’s Paradox: How to Know What Decisions to Make and What Should Be Left for Others

founder's paradox decisions

We make decisions all the time. Some are small, subtle, you could even say reflexive — grab a coat in case of rain, scoop up the kids’ backpacks rather than waiting for them to do it themselves. (Getting them to make that choice would require years of coaxing.) There are of course more middling everyday choices, like what to eat for dinner. (Ad infinitum.) But what about at work, where even your subtlest decisions can impact so many? Read more…

Just Launched! — Create More Visual Buyer and User Personas

Image editing buyer persona

Sherlock Holmes, Jane Eyre, and Winnie-the-Pooh have something in common. These are all characters you can vividly picture in your mind. Now think about your customers. Can you visualize exactly who they are? Maybe. Maybe not. This is where personas help — your very own fictional characters representing the real people who make decisions about your product or service. Read more…

Why Strategic Thinking Is So Hard for Digital Marketers

Why Strategic Thinking Is So Hard for Digital Marketers

“Marketers are often relegated to the doers and order-takers as opposed to being the thinkers in the business.” Not my words. Someone left these comments on a blog post I wrote about why marketers need strategy. That article hit a nerve, especially with digital marketers, and I know why. You are the ones who should be driving the business towards new growth opportunities. So, why is it all doing and not enough thinking?

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How Many Meetings a Day Is Too Many?

Aha! meeting agenda template

I once watched someone fall asleep in a meeting. It was early in my career and I was sitting in a quarterly business review. The organizer had scheduled one hour — but the meeting time bloated to more than three hours. Worse, it was after lunch. As the afternoon stretched on, I could hardly blame the sales colleague sitting next to me for briefly nodding off. Read more…

The Founder’s Paradox: How Do You Throw Credit When the Big Idea Was Yours?

founder's paradox: big ideas

Few actions spark real disgust at work. But I can think of one that never fails to cause a personal fury. It is when someone takes another person’s idea and presents it as their own. It is even more annoying when the idea is well received and the taker gets kudos for coming up with such a clever concept in the first place. But as a founder, this is exactly what you want. Read more…