Florida

Robert Urban / before the recommendation Bring the problem.Leave room for a different answer. Before recommending a hire, campaign, tool or larger budget, I want to understand the decision and the evidence behind it. What I ask to see Bring the evidenceFind the disagreementChoose the next actionWhen to pause “We need more marketing” is a

Rob Urban / Marketing measurement / Field Notes Which marketingmetrics matter? Choose the numbers that help someone make a better decision. Keep enough context to understand what moved, why it might have moved and what the business should do next. A dashboard can have forty-seven charts and still leave everybody looking at the person who

Field Notes / Executive diagnosis Is the marketing working? Follow the customer from first interest to useful business. The answer is usually somewhere along that path. 01Right inquiry? 02Handled well? 03Enough time? 04Worthwhile work? A dashboard can show movement. You still need an explanation. Marketing does not have to be failing because its results are

PaperBoat Media · Rob Urban · Marketing investment How much shoulda company spendon marketing? Enough to fund a credible route to the business goal, within the company’s economics, cash timing and capacity. Getting to that answer requires more than picking a percentage. Work through the example ↓ The first numberI want to understand What arewe

Florida small business / marketing leadership Get the decisionsoff your desk. Give someone a clear area of responsibility, the authority to act and a practical way to know when the plan should change. Choose what to hand over Actual customer demandAvailable delivery capacityOne accountable owner Decision ownershipThe business calendarA handoff exampleThe weekly review Being available

A hiring guide for owners, founders & executive teams Do you need aMarketing Manager,Director or CMO? Choose the level of responsibility your business needs. Define the work, the decisions and the support before you write the job description. Compare the three roles ↓Find the gap in your team By Dr. Robert Urban · Growth strategist,

Rob Urban / The marketing partner decision Fractional CMO,agency or consultant?Hire for the gap. The useful distinction is what someone will own, what they will deliver and how they will work with your people. The title on the proposal is a starting point. The scope is where the truth lives. Before you shortlist anyone Write