Why Traditional Marketing Models Need to Change

As a marketing leader, do you ever feel like the tree that fell in the forest—you just don’t know if anyone can really hear you? It’s challenging to win the hearts and minds of the C-suite. One reason may be that your company’s old perception of marketing prevents you from reaching your true potential.

Lisa Nirell

As a marketing leader, do you ever feel like the tree that fell in the forest—you just don’t know if anyone can really hear you? It’s challenging to win the hearts and minds of the C-suite. One reason may be that your company’s old perception of marketing prevents you from reaching your true potential.

In the past, the “service provider” model for marketing worked fine: Marketing did research, planned campaigns, defined targets, created campaigns, launched them, and measured success. This traditional model has two limitations: it forces CMOs into reactive order taker mode, and makes many executives with no marketing experience feel as if they can master marketing in just a few easy steps.

The need for a CMO’s team to research, create, launch, and measure initiatives will never disappear. In fact, it will intensify, and revenue performance management and multi-touch customer listening posts become more commonplace.

If your company is truly motivated and willing to make the shift toward becoming a market leader and a customer-centric organization, you need new responsibilities and knowledge. These include shifting from:

Old CMO competencies New CMO competencies
Lead generation and awareness builder (top of the funnel)
Customer experience modeler (multiple touch points in the funnel)
IT user
Technology strategist
Marketing organization builder
Cross-functional organization expert
Brand ambassador
Company Culture ambassador

If you can master these areas, you can more easily navigate the rugged CMO landscape and thick underbrush.

What aspect of your marketing model are you consciously changing?

copyright 2013, Lisa Nirell. All rights reserved.

Comments open: True
Okay

Related Posts

We’re living in a time of marketing liminality.  Some leaders feel as if they have one hand clinging to their Zoom rooms and one hand clinging to a dusty office HQ desk.

This messy middle moment is fueled by ever-changing customer expectations, dynamic workplace configurations, and  high team turnover. (I started to see these challenges emerge in 2018 and published 3 posts about them here.)

There is a silver lining to this liminal marketing moment….

Read More

The flurry of business activity– market selloffs, marketing planning, and volatile “back to work” policies—are putting a lot of us on edge. 

It’s even worse when you are faced with toxic team members or bosses. 

In this #Newsweek Livestream with Dorie Clark, I provide two steps you can immediately take to create more calm amidst the chaos:

Tell yourself a little mantra: “poise begins with a pause.” Set your clock and pause for one minute before your next big meeting….

Read More

How digital-ready is your team?

Take our 3 minute quiz to find out.
TAKE THE QUIZ!
close-link