Perspectives

Perspectives, insights, and research

All Perspectives by Colleen Scollans  See Full Bio →

C&E Perspectives

Peer Review Systems Could Benefit from Systems Thinking

August 1, 2024  |  By and

This article makes the case for applying systems thinking to submission and peer review systems (SPRSs) in journals publishing. It argues that the evolving landscape of publishing necessitates a new way of thinking about these fundamental systems. The piece encourages publishers to reconsider their approach to SPRSs, suggesting that systems thinking could revolutionize this critical part of the publishing workflow.
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Systems Thinking Map

C&E Perspectives

Why Evaluations (RFIs and RFPs) are Critical for Marketing Technology

May 20, 2024  |  By

A thorough Request for Information (RFI) and Request for Proposal (RFP) process is crucial for selecting the best Marketing Technology (MarTech) tools. A well-executed RFI process enables organizations to make informed decisions, saving time and resources. Well-constructed RFIs ensure the best technology is selected and integrates seamlessly with the organization's current marketing technology stack as well as their envisioned future marketing technology capabilities. RFIs facilitate cross-functional alignment, marketing adoption, and business case realization, making them valuable investments.
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C&E Perspectives

Interview With a Change Expert: Managing Change in Societies and Scholarly Publishing Organizations

April 5, 2024  |  By

In this interview, C&E's Colleen Scollans talks to change management expert Charlotte Talmage of Uuna about how scholarly publishers and societies can more effectively manage change.
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Other Publications

CDPs for Associations

March 27, 2024  |  By

In a podcast episode of Reboot IT, Dave Coriale, President of Delcor, enlists the help of C&E’s Colleen Scollans to explore customer data platforms (CDPs), why CDPs are gaining traction in the 501c community, and whether (and why) one might be in your future. It is 44 minutes of distilled wisdom (perfect for your next dog walk) – well worth the time of anyone working at a professional association or academic society in any capacity.
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A fragmented jigsaw puzzle coming together for a unified view.

Presentations

AI Trends in Marketing Academic Journals

November 10, 2023  |  By

C&E’s Colleen Scollans spoke at the inaugural event of Marketing Maestros, an ALPSP Special Interest Group for senior marketing professionals. She discussed how scholarly publishers are incorporating Artificial Intelligence (AI) into various aspects of their businesses – and how marketers in particular are using AI to stay ahead in the ever-evolving marketing landscape.
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C&E Perspectives

Seasonal Campaign Planning: Fostering Collaboration and Finding Alignment Around Marketing Priorities

October 5, 2023  |  By

Campaign planning is essential to creating marketing efficiency and impact. A campaign planning model allows organizations to effectively prioritize, optimize, and evaluate marketing campaigns. It helps publishers, associations, and education service providers reduce marketing fragmentation and build cross-functional alignment around marketing priorities and resource and technology needs.
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Presentations

From Digital to Data: Marketing Strategies and Technologies for the Next Era

September 28, 2023  |  By

C&E Practice Lead Colleen Scollans spoke on a panel at Silverchair's 2023 Platform Strategies on how open access has shifted publishers to B2C data-driven marketing with a focus on the author and author experience. This requires new technologies and new ways of working – along with new skills and strategies. Here are our key takeaways from the session.
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C&E Perspectives

Audience Strategy for Publishers and Associations

July 20, 2023  |  By

An audience-centric mindset is table-stakes to growing revenues and competing in the OA world. A data-driven audience strategy serves not only an organization’s current customers, but also the broader global audience that engages with its products, content, and brand. In this article, we explore what it takes for publishers and associations to build an effective audience strategy.
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Other Publications

Why Scholarly Publishers are Prioritizing First-Party Data

May 24, 2023  |  By

C&E Practice Lead Colleen Scollans is interviewed in an article by BlueConic, a Customer Data Platform. In the article, she shares her perspectives on how scholarly and professional publishers and associations today are shifting to a broader audience mindset, and the importance of first party data in this transformation. Colleen also offers her views on how a disciplined and iterative approach to marketing technology selection and adoption is essential – with business goals, use cases, and talent aligned to tech capabilities.
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C&E Perspectives

How to Advance AX (Author Experience) Maturity: 6 Strategies

March 22, 2023  |  By

This article is part two of our Author Experience (AX) series, where we anchor the concept of AX more concretely. We present our model for working towards AX maturity: positive author perceptions that translate to increased article submission, resubmission, and referral. As organizations advance the six pillars outlined in this article, they progress their AX maturity and set themselves up for success in today’s evolving publishing landscape.
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