Having spent more than 20 years working in the fields of marketing and communications in the private sector, I have often wondered if the strategies and tactics that I have employed typically learned 'on the job' from mentors or, more often, honed using processes of trial and error are based on sound methods and well-established academic theories. On a daily basis, I consider which activities might best benefit my organization: writing press releases and pitching story ideas to...

I've worked in hi-tech marketing organizations for more than 20 years. One of the things that never ceases to amaze me is the number of marketing professionals that do not have good relationships with the sales teams in their company.
Most marketing people understand the importance of working closely with a wide range of people, including product management (who know the technology inside and out), corporate communications (who maintain branding standards), executives (who compl...

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