• 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 ...
  More articles on Advertising, Brand Equity, Brand Loyalty, Chief Marketing Officer, Customer Engagement, Marketing Tips
• 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 ...
  More articles on Chief Marketing Officer, Collaboration, Marketing Analytics, Measurement, Testing
• 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 ...
  More articles on Chief Marketing Officer, Collaboration, Marketing Budgets, Measurement, Metrics, ROI
• 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 ...
  More articles on Career Management, Chief Marketing Officer, Collaboration, Management, Marketing Inspiration, Measurement, Metrics, Recession
• 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.
  More articles on Chief Marketing Officer, Economic Crisis, Marketing Strategy, Marketing Tips
• 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 ...
  More articles on Chief Marketing Officer, Collaboration, Measurement
• Six Tips for a First-Time or Newly Appointed CMO by Michael Sprouse
  The 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. ...
  More articles on Chief Marketing Officer, Collaboration, Marketing Challenges, Marketing Tips
• 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 ...
  More articles on Chief Marketing Officer, Marketing Challenges
• 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 ...
  More articles on Chief Marketing Officer, Customer Engagement, Marketing Strategy, Social Media
• 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 ...
  More articles on Chief Marketing Officer, International Marketing, Marketing Operations, New Media
• Which Marketing Metrics Do You Really Need to Know? by Nicholas Watkis
  A 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 ...
  More articles on Chief Marketing Officer, Measurement, Metrics, ROI
• 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 ...
  More articles on Chief Marketing Officer, Collaboration, Economic Crisis, Marketing Smarter, Metrics, Recession, Services Marketing
• Rejuvenating a Faded Brand: Lessons From Travelocity by Roy Young
  Following 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, ...
  More articles on Brand Positioning, Branding, Chief Marketing Officer, Customer Service, Marketing Inspiration, Marketing Tips, Social Media, Websites
• Straight From the Heart: Career Coaching From Yum's Micky Pant by William Arruda
  What'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 ...
  More articles on Career Management, Chief Marketing Officer, Collaboration, Creativity, International Marketing, Marketing Inspiration, Mobile Marketing
• 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 ...
  More articles on Chief Marketing Officer, Collaboration, Direct Marketing, Marketing Operations, Print Collateral, Targeting, Websites
• 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 ...
  More articles on Chief Marketing Officer, Customer Engagement, Marketing Budgets, Measurement, Segmentation, Targeting
• 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.
  More articles on Branding, Chief Marketing Officer, Measurement, Metrics
• Making Marketing Matter: Partnering with R&D at Bristol-Myers Squibb by Roy Young
  It’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 ...
  More articles on Chief Marketing Officer, Collaboration, International Marketing, Management, Market Research, Marketing Dashboards, Product Management

See all marketing articles in our library

• CMOs to Ramp Up Hiring, Budgets; Double Social Media Spend
  Chief marketing officers at US companies are planning significant hiring and budget increases over the next two years as they remain optimistic about prospects for their companies and the economy, ...
  More articles on Chief Marketing Officer, Forecasts, Research Summaries
• CMOs Want Measurable Results From Social Media
  Though 2009 may have been a trial run for many companies using social media, CMOs expect social initiatives to have a direct impact on their bottom lines in 2010, according ...
  More articles on Chief Marketing Officer, Measurement, Research, Research Summaries, Social Media

See all Daily Posts in our library

Chief Marketing Officer online seminar broadcasts from the best minds in marketing

• No Cape Required: How to Become a Marketing Champion in Your OrganizationAttendee rating:  - 10/27/2006
  More seminars on Chief Marketing Officer, Collaboration, Management, Marketing Tips, Measurement, Metrics
• How to Climb the B-to-B Marketing Career LadderAttendee rating:  - 3/2/2006
  More seminars on B2B Marketing, Career Management, Chief Marketing Officer, Job Search

See all On Demand Seminars in our library