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 helped a major media company kick-start innovation within their marketing organization. This summarizes our engagement, and may trigger ideas on how we might help you achieve similar results. (For competitive reasons, we are unable to share the name of the organization.)

For decades, this media company cultivated strong print readership with its marketing strategies. But as consumer preferences shifted to mobile and digital platforms, they needed new, multi-channel digital marketing approaches, and a more consistent focus on innovation….

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.

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. 

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….

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?

Now is the time to explore, identify, and implement proactive marketing strategies. Waiting another 1-2 months may be too late. These are some strategic questions to ask during your next marketing planning meeting.

We invited Netflix star and global adventurer, Leon Logothetis, to launch our annual CMOs Leading Innovation Conference (CLIC ’17) because he  offers us a much-needed relief in a time of negativity and suffering. Here are highlights from his 3-year kindness journey.