Susan Weber, founding member of the Marketing Leaders of DC, was recently promoted to EVP and CMO of Walker & Dunlop. Here are her secrets to modern marketing success.
August 1, 2018
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?
July 25, 2018
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.
June 20, 2018
How does a small LED display manufacturer compete and win against likes of LG and Samsung? By making marketing innovation and an intense focus on the customer their number one priority.
June 13, 2018
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….
June 1, 2018
In my experience advising CMOs, I listen for whether they have a growth mindset or an output mindset. If they are focused on looking busy and launching loads of programs, their tenure will be short—or they will stay squarely in the “marcom and programs” role. The first people who notice their output behavior will be the CEO and the board of directors.
May 25, 2018
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.
May 16, 2018
One of the biggest obstacles to marketing innovation and relevancy sits between our ears. I call it “legacy thinking.” My clients constantly complain that their teams over-identify with old projects and programs. They feel threatened when those programs need to be scrutinized or eliminated altogether. That “legacy thinking” overshadows any chance of a marketing innovation breakthrough.
We advise CMOs and CEOs on accelerating marketing innovation and growth, and I’m excited when clients can overcome this obstacle.
Their journey is similar to the disruption other industries are facing….
May 14, 2018
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?
May 1, 2018
Whether you’re a seasoned CMO or an aspiring one, you’re probably no stranger to endless conversations related to CMO turnover. A global survey by the Fournaise Marketing Group revealed that 80% of CEOs don’t trust, or are unimpressed with, their CMOs….