Author: Greg Silverman

ConcentricArticles posted by Greg Silverman
Stop Analyzing The Past -blog post

Why Marketers Should Stop Analyzing The Past

I used to produce the Interbrand Top 100 Brands Report.  It was a global review of the value of brands using a proprietary methodology.  We would cull nearly 3000 brands down to the top 100 by answering these questions: How strong was the brand?  What changes are affecting them?  What does the financial community think about their prospect?  The rankings would come out and there would be quite a bit of pride and frustration when CMO’s found out their position.  After nearly a decade of producing the report, I realized that while understanding the past was insightful it was not very useful.  Here is why.

Why Your Sales Forecasting Process Is Broken and How to Fix It In 2018

At this time of year, there is tremendous optimism for what lies ahead in the year to come, but also a high-level of uncertainty.  Most everyone in business is thinking “How will this turn out?”  “Will we meet our goals?” “We have a plan but will it deliver the sales we need?”  This ambiguity is most acute for the CFO, who often feels it’s a 50/50 shot to make their plan.  Accordingly, they create contingencies and reserves to account for variability.  Not only is this hedging a barrier to efficient resource allocation, it also creates stress throughout the organization that can hurt productivity and growth.


Deeper into the Attribution Stack

From Optimization to Strategy: Deeper into the Attribution Stack

Sales attribution is a common diagnostic used in evaluating marketing effectiveness.  This involves decomposing a brand’s sales into “Base” and “Media” components. Media is often further divided to attribute sales by distinct touchpoints.  The result can be visualized as a stacked attribution chart as follows: