Category: Planning

4 smart content investment strategies for long term success

CMOs continue to express their frustration and discontent with content strategies. In this post, we offer 4 suggestions to optimize your content investment. It is designed to ensure long-term growth and brand repute.

When the pace of work and end of year marketing demands intensify, we have a choice. We can either dive in, head first, and invoke high stress levels…or we can calm our mind and increase our efficacy.

I suggest you ease into fall by creating time to reflect. In this post, you will find five of my favorite quotes to help you achieve that–and, in the process, improve your decision-making.

High performing marketing leaders don’t rely on the school calendar to guide their learning experiences. They look for fresh ideas and perspectives throughout the year. Here are four of our innovation teachers from CLIC ‘18. They will provide high-impact insights that will fuel marketing innovation.

This is the second article of a two-part series. To read Part One, click here.

These trends will force us to communicate with external service providers in new ways. Here are my recommendations:…

Stop issuing RFPs to outside firms for your strategic initiatives. RFPs are sales prevention tactics to keep administrative people busy and dehumanize marketing. They may be great for buying coffee service, but not for building your digital presence. Are you going to spend hundreds of thousands of dollars, maybe millions of dollars with an agency based on price?

As we witness some seismic shifts in the current marketing and agency landscape, I’m concerned about how CMOs are fostering commoditization. 

The Wall Street Journal recently published a special insert which analyzed digital advertising trends. They also shared key findings from the Cannes Lions International Festival of Creativity. The articles punctuated the tenuous relationship between CMOs and outside services firms. Here are four observations worth considering: …

The field is crowded. Big consulting firms now occupy traditional agency turf.

I recently learned a new term: liminality. It’s defined as a quality of ambiguity or disorientation that occurs in the middle stage of rituals. In today’s working world, it’s common for people to change jobs over a dozen times in their lives. And some can be significant career shifts, not lateral career moves. Yet many of us rush to the next “new thing,” never allowing us to feel complete and whole with our past.

If each of us can expect to change jobs over a dozen times, and be truly present in our new role, we must embrace that temporary period of liminal life….

We’re pleased to invite you to our 4th annual  CMOs Leading Innovation Conference (CLIC ’18), October 3-4 in Atlanta, GA.  CLIC ’18 Early Bird rates now available (a $250 savings) through June 15, 2018.

This year’s conference theme is “Innovation Meets Experience.” And you will experience marketing innovation first-hand—by participating in actual field trips to meet some cool Atlanta organizations. 

CMOs are expected to be brand ambassadors and masterful communicators. As you assess your abilities in that area, ask yourself: are you making it easy for people to engage with you—or are you creating confusion?

Customer experience mastery—not Martech nor AI—is the new black. Now is the ideal time for marketing leaders to incorporate customer experience mindsets and actions into every facet of their marketing plans and conversations.

These guidelines don’t just apply to billion-dollar behemoths. They work for small and mid-market companies, too. Here is a recap of our private Marketing Leaders of DC session featuring the “godmother” of customer experience, Jeanne Bliss.

Ever wonder why some leaders avoid taking risks in their roles, and default to status quo? I have a theory about this. I believe that without strong personal financial confidence, every decision, no matter how small, feels risky. Leaders lose the ability and courage to garner budget commitment and innovate.

I see a clear connection between the tolerance for calculated risk and financial confidence. Here is how my theory evolved.

Last summer, our financial adviser of 13 years changed careers, leaving us with “Gary,” a new broker….