Both CMO and CFO are taking a broader role in enterprise. The CFO is increasingly advising on all aspects of the business strategy and yet increasing feels under equipped in this role. Likewise the CMO is dealing with the ...
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News about the role of CMOs (Chief Marketing Officers) and the challenges they face
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Jennifer Beever
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top marketers from victoria's secret, domino's pizza, visa and toyota weigh in on the roi of creativity and what creative marketers they admire.
Jennifer Beever's insight:
Interesting ideas on how to foster creativity - extend innovation and excitement beyond marketing, allow risk taking and failure (!), test creative ideas in social channels first to reduce risk, analyzing all touchpoints, Beers and Brainstorming sessions (Crocs), new campaigns in which companies share negative product feedback (Domino's Turnaround Campaign). Delete the scoop?
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under returning ceo a.g. lafley, p&g's success won't hinge on rejecting the 4 ps, but on how well and fully it embraces them to spur innovation and marketing.
Jennifer Beever's insight:
Interesting article on how P&G grew through acquisition in the early 90s, then returned to product (1 of 4 P's) innovation after the recession with CMO Bob McDonald. Author Jonathan Baskin disses recent rewrites of 4 P's, but I disagree. See HBR article in SAVE - it makes more sense than the (old) 4 P's.
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The age of the customer has rightfully put the spotlight on the buyer experience—and ultimately the arrival of the chief customer officer. But here's why you don't need one for your company.
Jennifer Beever's insight:
The role of the Chief Customer Officer is still somewhat undefined; it's hard to find someone with the skill set (think Product Manager?); it;s sometimes a sign of bigger problems.
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CMO: The Chief Muddled Officer MediaPost Communications Cut to Spencer Stuart crowing about how CEOs are finally coming round to giving credit to the tough job of CMOs in these current recessionary times, combined with credence on the...
Jennifer Beever's insight:
Do you agree? Is the increased tenure for CMOs a good thing - allowing them more time to perform? Delete the scoop?
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dubbed galaxy, new structure for beverage marketer curates talent from across holding company to work on projects for the brand" and the model may spread
Jennifer Beever's insight:
Maybe this is what Tom Peters meant many years ago when he said that the new way of working is for people to come together on a project and do a great job, then disband and form other teams to work on the next job. It very much supports the outsource marketing model which provides extreme flexibility - in headcount and cost as well as talent. Delete the scoop?
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coca-cola marketing exec wendy clark is defending social media in marketing following a company study suggesting "buzz" was hard to cash.
Jennifer Beever's insight:
Quote from Wendy Clark, senior VP-integrated marketing: "Reach, engagement, love and value are the markers of success we use for our campaigns...." Delete the scoop?
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“Sitting has become the smoking of our generation.” I argued this in my recent talk at TED2013 and elsewhere while advocating for the concept of “walking meetings” because we spend more time sitting than sleeping.
Jennifer Beever's insight:
Love it - one on one meetings are dead.... Delete the scoop?
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Seven Mobile Marketing Trends To Watch In 2013 - 02/11/2013 (7 Mobile trends to watch this year. http://t.co/Hrm7Q5sf #Mobile) Via Pekka Puhakka Delete the scoop?
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the secret to a successful relationship with your cio | cmo strategy - advertising age
Jennifer Beever's insight:
Transparency, trust, collaboration are the keys to the CMO - CIO relationship. Delete the scoop?
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Career Success Tips From Revlon Chief Marketing Officer Julia Goldin
Jennifer Beever's insight:
Great advice from a CMO.... Delete the scoop?
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A warm up for our own work has come from CMO.com's survey of 86 digital thinkers. It's quite a survey, focusing exclusively on the “détente” that Chief Marketing Officers are finally enjoying with CIOs, as Forrester's David ...
Jennifer Beever's insight:
CMG Partners’ Doug Holroyd suggests that marketers have been too heavily focused on the “science side” of marketing. “It’s not the tools that matter, it’s the experience that they have." - I agree! Delete the scoop?
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Brandchannel - always branding. always on.
Jennifer Beever's insight:
“In the past, marketers would make campaigns, they would put them in the world, and they would wait to see what happened,” Jones said in a video released on the brand's A Bullseye View website and YouTube channel. “In today’s world, it happens hourly. It happens daily.... ...So if we can create content and share content and allow our guests to speak on our behalf, that’s really beneficial for them to deepen their engagement and it helps us amplify our message as well.” Delete the scoop?
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My advice to CMOs: if you really want to propel the marketing department to new corporate heights, reach out to and coordinate with your counterparts in the finance department.
Jennifer Beever's insight:
The role of CMO has been gaining more stature in the corporate suite specifically because of the trend - the Interactive Advertising Bureau and PwC that Q1 digital advertising revenues in the U.S. hit $9.6 billion, a 15.6 percent increase over the $8.3 billion figure reported in the first quarter 2012. Gene Morphis and Kimberly A. Whitler published an article in the Harvard Business Review Blog Network explaining why a tighter partnership between the CMO and CFO is important as digital marketing spend increases.
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Tassos Panas, CMO of Volvo, says he expects the brand's social media budget will increase next year, both for human and financial resources. Here's why.
Jennifer Beever's insight:
Interesting story about a planned chihuahua campaign - now Volvo can cost effectively test campaign concepts in social and get feedback before spending on expensive ads or billboards.
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Most CMOs today have business backgrounds, not marketing. It's becoming less important for the CMO to have actual marketing experience. More and more, companies are looking to incorporate business leaders into ...
Jennifer Beever's insight:
Most CMOs have a business background; they are less focused on creative and advertising and more on science and data; and, according to Gary Vaynerchuck, they are "youngifying," to better fit in with younger, tech savvy generations. Do you feel "youngified?" :)
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Jennifer Beever's insight:
So it's true creatives are in a world of their own! 
Tocquigny's curator insight,
April 12, 5:14 PM
Forget Myers-Briggs. A study out of BI Norwegian Business School has determined the signposts of a "creative" personality. Conducted by Professor Øyvind L. Martinsen, the study posed 200 questions to 481 people. The subjects fell into three categories. One group of "baseline" subjects such as lecturers or managers, and two groups of people who are generally considered to be creative, such as students of advertising and performing artists. Martinsen says he found meaningful differences between the creative and noncreative groups. There are seven elements of a creative personality, so if you’re thinking about quitting your job as a lawyer or stock analyst to go on tour with your band or finally write that novel, you might want to consider [this list]. Delete the scoop?
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google again has received a wrist slap from european union privacy leaders, though whether the latest moves are a real threat to the company remains to be seen. Delete the scoop?
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american honda cmo mike accavitti has big plans to shake up both the honda and acura brands' marketing mix and more effectively target consumers.
Jennifer Beever's insight:
Quote from Honda CMO Mike Accavitti: "We have been shifting the mix, since my arrival, away from traditional broadcast media TV. There was a heavily TV-centric marketing focus in this place when I got here. So we started to increase the amount of funds spent in digital." Delete the scoop?
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geico insurance cmo ted ward recently visited a merkle storage facility, observing how falling data-processing costs impact his business.
Jennifer Beever's insight:
Interview with Ted Ward, Geico CMO. Quote: "I don't believe social media has had as much impact on the job of the CMO as many might believe. It is just another channel of communication." Right on! Delete the scoop?
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More changing of the guard among the leadership ranks at VMware. CMO Rick Jackson is on his way out of the company. He's stepping down as CMO moving into SVP role, although he'll remain CMO until a replacement is found. Delete the scoop?
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Rubicon Project refuses to think small as it looks to find room in an ad field dominated by giant rivals.
Jennifer Beever's insight:
This online ad-buying hub appears to allow real-time bidding based on online behavior and targeting of particular demographics.... Delete the scoop?
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You’ve landed on the ground in your new role as CMO. Congratulations!
Jennifer Beever's insight:
What NOT to do if you are a CMO in one of these situations: Replacing an Icon - Following a Train Wreck — Jump Start (marketing needs improvement) — Breaking Ground (new position) Delete the scoop?
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Two dads are cracking a nearly impenetrable market -- snack foods -- by focusing on a niche with unstoppable social selling power
Jennifer Beever's insight:
This is awesome - how "Two Bald Dads" relied entirely on consumer "pull" rather than wholesale/retail "push" to get distribution... Delete the scoop?
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Report includes assessments of market planning, budget allocation, and organizational development.
Jennifer Beever's insight:
"In the ongoing battle between digital and traditional ad spending, digital slightly edged out traditional spending. Respondents plan to allocate 27 percent of their marketing budget to digital channels like online advertising, social, mobile, search, and video next year, versus 23 percent earmarked for traditional channels like television, radio, print, radio, and outdoor signage." Delete the scoop?
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