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What Every CMO Should Know About Music by Ruth Simmons
Sir John Hegarty, the man behind the Levi's jeans and Lynx deodorant ads, once claimed, "Music is 50% of an ad's success." Yet even today very few metrics are regularly applied within the planning and creative processes to measure the ...
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Why CMOs Need to Instill Better Measurement Discipline... Now by Jim Lenskold
Putting a measurement discipline in place involves going beyond the occasional campaign measurement or results tracking; it means establishing standard processes across the organization.
Within large marketing organizations there are usually a few measurement "champions" who recognize the benefits of and ...
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Jump-Start Marketing Accountability: Three Ideas for Giving CFOs and CMOs Something Better in Common by Kevin Clancy, Peter Krieg
We're five or so years into the "Era of Accountability," and what do we have to show for it? Is marketing any closer to demonstrating to CEOs and CFOs what they're getting for their money? Are we marketers more comfortable ...
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Tips for CMOs: Five Ways to Keep Your Team off the Chopping Block by Robbie Baxter
For most CEOs, good marketing is a bit like pornography—it's hard to define precisely, but they know it when they see it. Still, it's clear that one of the problems is that most CEOs cannot put their finger on what ...
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Staying Up in a Down Economy: Eight Marketing-Strategy Tips from Best Buy and Wipro CMOs by Roy Young
Leading companies do not subscribe to the notion that marketing is a discretionary expense. They know that there is business opportunity during economic downturns, and marketing can lead the way.
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Preparing for the Future: How the CIO and CMO Must Collaborate to Win by Paul Barsch
In the past, the CMO and CIO have had a tenuous relationship, with both roles vociferously complaining about the other's lack of understanding, knowledge, and respect.
But two powerful exponential trends are forcing Marketing and IT to communicate and collaborate like ...
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Six Tips for a First-Time or Newly Appointed CMO
by Michael SprouseThe most challenging part of a new Chief Marketing Officer's job is the first 4-6 months, when the marketing foundation is being poured. After that, it's all about delivering ongoing results and proving (and re-proving) the value that marketing provides. ...
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For Whom the Bell Tolls: Not Necessarily the CMO—How to Survive and Thrive Instead by Laura Patterson
The role of the Chief Marketing Officer has evolved since some of the first CMOs, such as Mark Mears of Blimpie International and Phil Gospels-Strumpette of Coca-Cola, came on the scene in early 1990s.
The CMO role—which initially tended to emphasize ...
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How to Build 'Master-Planned' Customer Communities—Not Shantytowns by Adrian Ott
Just as city planners utilize master plans to promote healthy municipal growth, a "Customer Community Master Plan" enables marketing executives to determine an overall customer interaction plan that will allow your company and its relationships to thrive and prosper. In ...
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Beyond the 4Ps: The 5Ts of Marketing Operations by Adrian Ott
What constitutes marketing operations?
Marketing operations adds an emerging dimension to the marketing mix. Enabled by new processes and technology, it goes beyond the 4Ps (Product, Price, Place, Promotion), and 3Cs (Customers, Competitors, Corporation), to fully round out the marketing ...
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Which Marketing Metrics Do You Really Need to Know?
by Nicholas WatkisA recent book, "Marketing Metrics: 50+ Metrics Every Executive Should Master " (Wharton, 2006), claims that there are over 50 metrics every executive should master. Faced with such a daunting number, most marketers are likely to want to know which ...
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Five Goals of Effective Chief Marketing Officers by Suzanne Lowe
The role of the Chief Marketing Officer, a title almost unheard of 10 years ago, will continue to expand in the next decade. Marketing is evolving from an art into a science—and it's about time.
As CMOs begin to embrace their ...
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Rejuvenating a Faded Brand: Lessons From Travelocity
by Roy YoungFollowing a period of financial losses and declining market share in a very competitive industry, a new management team at Travelocity led a turnaround to realize eight quarters in a row of 25% growth and profitability. In this exclusive interview, ...
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Straight From the Heart: Career Coaching From Yum's Micky Pant
by William ArrudaWhat's the most important quality a marketer must possess? How can you climb to the top of the corporate ladder with skipping a few rungs? Qualifications being equal, what inspires a boss to hire one individual over another?
Hear the ...
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What Every Marketer Must Know About Risk and Liability by Chetan Saiya
Compliance, corporate governance and recent legislation such as Sarbanes-Oxley are nothing new to corporate executives who run the risk of exorbitant fines and even jail time for failing to conform to recent mandates.
But what's new is this: Accountability for ...
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Who Comes First: Good to Great Marketing by Paul Barsch
Many marketing professionals are trapped in discerning the best tradeshows, direct mail pieces or advertising layouts.
But the truth is that great marketing starts with the "who." It starts with finding the right people and putting them in the right ...
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Moving Toward Branding Systems by Nick Wreden
Agreement on what and how to measure the forces that drive brands is hard to muster. But here is one suggestion: emphasize systems.
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Making Marketing Matter: Partnering with R&D at Bristol-Myers Squibb
by Roy YoungIt’s hard to imagine how the CEO could have made a better choice for a Chief Marketing Officer than with Wendy Dixon. Here, she talks frankly about how her team works with scientists to make sure new products are developed ...