Last week on the MarketingProfs Daily Fix, contributor Mario Sundar devised his list of Top 10 CMO blogs. What's more, he argued, it's "imperative for CMOs/VPs of Marketing to blog, since they are expected to be the voice of the company."
But yesterday, the loveably cantankerous Roy Young responded with something like... "Yeah, right." But seriously, here's his post: Should CMOs Blog?
In Roy's view, "Blogging doesn't get marketers to the executive suite and won't keep them there....
"What elevates the influence and business impact of marketers is driving the CEO's agenda for top line and bottom line growth. A blog, regardless of how widely read, is unlikely to deliver revenues and profits, neither in the short-term nor in the long-term."
"Blogs," Roy says, "are another communications medium, and C-suite marketers who are focused on communications do not stay in the position very long." CMOs, he says, are not concerned solely with getting the word out about the organization's products and services. CMOs are most concerned with creating and keeping customers for cash flow now and in the future.
Finally, he adds, "Is it surprising that these CMOs do not blog or even comment on blog posts? They are busy with other things more directly connected to cash flow."
To Roy's question: Should all CMOs be blogging? I honestly don't know....which is why I asked that same question in my response to Mario's original post. I'm not sure anyone can really have the answer, at least yet. But my guess is -- probably not, because not all CMOs likely have the temperament for it.
But at the same time, I wouldn't think it wise for CMOs (or any executive, for that matter) to ignore blogging or brush it off as a less-than-legitimate means of reaching or listening to customers.
As Ed Hellenbeck writes in today’s Top Story:
"Customer-focused companies are led by management that is deeply committed to providing competitively superior customer value. These leaders demonstrate their commitment to providing higher levels of value by spending a significant amount of time with customers."
Leaders like Jack Welch, the former CEO of GE, and Cisco's John Chambers spend (or spent) a third of their time with customers. Such leadership behavior "sends a distinct message to the organization that all employees should focus on providing customers with higher levels of value," Hellenbeck writes.
And no -- Hellenbeck isn't talking about blogs, exclusively. But why ignore such an opportunity? Why shut a direct window to your customers?
I'd love to hear your take. Please check out Roy's post and let me know what you think, either by commenting directly on the post or via email.
Until next week,
Chief Content Officer
MarketingProfs Daily Fix