Tagged: energize your business growth

Marketing Lessons from the Sharing Economy: Danger, or Opportunity?

I recently enjoyed a lively conversation with my long-time friend and colleague, Philip Lay of The Chasm Group. He has invested significant time studying the disruptive marketing lessons from the sharing economy leaders such as Uber, Lyft, and Airbnb.

In my newest FastCompany post, you will find a summary of this discussion and learn:

The sine qua non…requirement for being a modern marketer (and it’s not big data);

Here are the highlights of our 2nd annual CMO Trends study. While I put the finishing touches on the white paper, I thought you’d like a sneak peek into what we learned:

Fifty-five CMOs responded, representing a wide range of industries. They include academic, software, trade associations, real estate, financial services, cybersecurity, media, pharma, and hospitality.
CMOs told us that the 3 terrible t’s… haunting marketing leaders in their daily roles include:

Too many projects and priorities and too few resources
Chronic perception and treatment of marketing as a cost center, as witnessed by the ongoing difficulty of demonstrating value
Technology overload (often driven by a surfeit of disparate customer data)

When asked the most pressing challenge they personally face, respondents said that “changing customer perceptions of the value we offer” ranked the highest.

In this 18 minute podcast, you will learn:

How marketing leaders can alleviate the dysfunction between their department, the sales team and the executive board
The new competencies marketing leaders must adopt
How organizations such as Infosys, MindJet, and Red Hat are overcoming challenges and thriving

Thanks to Rain Today’s Michelle Davidson for the podcast.

Share my latest research on 2013 CMO trends, success stories, and recommendations.

I’m pleased to showcase Bill Lee’s recent Harvard Business Review post on the power of building customer communities. Bill’s breakthrough ideas align with my previous posts on the power of spearheading customer advisory councils. Enjoy the post.

Lisa Nirell outlines trends to watch from “The Challenger Sale,” and what B2B marketers can apply from their research.

As the role of marketing continues to evolve at breakneck speed, here are four leadership constants to guide you.

Here is a guest post from my friend Charles Gold who has been a software marketing executive for nearly 20 years. He serves as CMO at Sonatype, where he has helped propel the company’s growth to category leadership. Charles believes passionately marketing is rapidly becoming *the* thing that distinguishes software market winners.

The four “Cs” shaping electrifying, modern marketing include: conscious content, CMO reporting cadence, courage, and culture.

Given the advances in marketing operations, web analytics, and B2B marketing and sales alignment, CMOs have few excuses to accept second-string status.

How digital-ready is your team?

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