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Business Savvy
Which number proves marketing ROI to a board? Agency leaders weigh up revenue, true profit and message penetration, and explain why the KPI has to be set before spend.
- Spending most of your time chasing your agency partners and relaying information from one to the other? The Door4 team discusses the pros and cons of a full service partnership.
- The default instinct when AI and budget pressure arrive together is to treat AI as a cost-reduction tool. Three contributors make the case for a different approach: using AI to expand what your marketing team can attempt, not just to do existing things more cheaply
- There are plenty of ways to measure a good client relationship. Retention. Results. Renewal rates. But Romesa Kamran, Client Services Executive at Door4, says the moment she knows a partnership is genuinely working is harder to quantify than any of those.
- Businesses are building AI into their operations faster than ever. The efficiency gains are real. But there's a risk emerging that Sean Dwyer, Managing Director at Door4, thinks isn't being discussed enough.
- We live in a world of dashboards, attribution models, and weekly reports packed with numbers. But when it comes to measuring what's working, most of it is noise. Phil McDowell, Account Manager at Door4, makes the case for the one metric that tells you the truth at the end of the quarter.
- GenAI has made it easy to build new marketing tools. Turning them into something the business actually uses is the hard part. Leon Calverley explores why most pilots stall and what it takes to turn early wins into lasting capability.
- AI is accelerating marketing automation, but most teams are either ignoring the legal implications or letting them become a blocker.
- Cyber Week planning used to be a media moment. Now it is an operational moment. Inventory, pricing, creative, journeys, payments and service all need to move as one.
- Discover how AI can streamline your home & garden marketing workflows. Expert insights on implementation, ROI, and seasonal considerations for marketing managers.