Great question and I ask myself that a lot. I think a lot of people have their own tricks about how to be successful when architecting a global program but I don’t think any global marketer feels they have all the answers. In particular, I think a lot of us are on a never-ending search to get more and more return on investment from international marketing—METRICS—but also in general more feedback from regions about what really works and what does not work.
I don’t have any snappy answers to share, but I did read in DMNews that the topic will be high on their list to cover in upcoming issues and figured others might want to take a look, or even contribute ideas. They published a blog post asking for comments and perspective.
Let’s see what our peers say!