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“IT’S TIME to return to growth.” With that simple phrase, Chief Marketing Offi cer and blogger, Lisa Arthur, neatly sums up what businesses need to do to grow and thrive in the year ahead. In her regular feature, “The Marketing Revolution,” on Forbes.com, Arthur looks at the past year in retail and offers some suggestions on how businesses can forge ahead. “Let’s move into 2011 with a new attitude, a new outlook and a new approach,” she says. “Channels continue to prolifer- ate. Consumers are controlling our brands in new and differ-


ent ways. We’re still adjusting, learning how to engage in con- versations. We’re re-designing, re-tooling, striving to stay rel- evant. Yet, at some point, the navel-gazing must end,” she says. “We have to continue with the evolution. We have to take action.” Marketing has been tra-


ditionally labeled as a cost center, but it’s not. It’s a rev- enue driver, she states, and she offers some steps to help busi- nesses get started back on the right track. • Drive deeper account-


ability. If you want to secure, or even better, expand your budget, you need to prove the direct relationship between marketing investment and revenue impact. There’s very little wiggle room today. Mar- keters need to apply rigor into where that spending goes. We talk about doing it all the time. Now, we need to prove ROI. • Refi ne and update your


revenue cycle. Sales identifi es stages of its processes. Market- ing can, too. Once you have formally defi ned the different phases of the revenue cycle, you can start tracking how prospects progress through each stage. A defi ned revenue cycle improves transparency and helps reveal ROI. • Transform markets with


customer controlled experi- ences. Customers control your


continued on page 98 96 February 2011 INDEPENDENTRETAILER


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