The marketing department has traditionally existed outside the revenue column. But, it's time to demand the same demonstrable results that you would require of any of your business units. Marketing is more than a maker of multi-media; it is a catalyst that reenergizes how the company thinks, invests, acts and connects to your bottom line.

However, traditional business standards of measurement don't tie marketing directly to that bottom line and companies struggle to establish performance benchmarks for their marketing teams. So how do you measure the efficacy of your marketing efforts?

Trim the fat. Make more money. Really listen to people. It's that time of year when we set out to meet new goals and commit to reinventing ourselves.

Our customers are making the same promises. Traditionally, companies have taken notice by offering two-week trial memberships or free toasters. But the marketplace today demands much more than product incentives; it's about becoming an integral part of your customers' lives. Learn how to make your brand a necessity by understanding and facilitating the shared interests, values, and goals of your customer community.

In today's post-"Inconvenient Truth" world, companies of all shapes and sizes have rushed to get onto the "green" train, but many have missed the whole point: It's not about (in)convenience, it's about truth.

These days, announcing your company is "green" is like offering up your sleeve for a scarlet letter to be placed on it. In fact, a recent survey done by marketing consultancy Ipsos Reid showed that nearly 70% of Americans contend that being labeled "green" is merely a marketing gimmick.