CMO

The Shake Weight Challenge of Social Media

The social and mobile revolution is about data. It is the enormous volume, real-time velocity and variety of data from disparate sources that is causing indigestion issues for most business’ corporate metabolisms. It’s not a publishing revolution! The disruption caused by social and mobile technologies is not entirely about how the voice of every customer can be shared in public at anytime and anyplace.  There has been a major change–customer have different expectations of the companies they patronize. Technological and…

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The CMO’s Marketing Analytics Optimization Framework

In my last column, I shared recent research about how CEOs have lost trust in CMOs’ ability to be focused on business performance. Hopefully, when asked how your company currently measures its digital initiatives you don’t get an answer like this (LOL, well done Adobe): Seriously, the issue is that most analytics frameworks don’t tie all essential marketing metrics back to financial statements. We have been preaching about how this needs to be done since 2001. I suspect, that I…

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Your CEO Doesn’t Trust That You’re Doing Your Job!

Did you see the startling statistic shared last week that 70 percent of CEOs have lost trust in marketers? If you’re a marketer, like I am, that should alarm you. According to the recent Fournaise 2012 Global Marketing Effectiveness Program, which has interviewed more than 1,200 CEOs across North America, Europe, Asia, and Australia, CEOs have lost faith in their marketing departments with their inability to prove ROI on campaigns: Furthermore, they have: Made the conscious decision not to expect more from marketing…

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