Comments on: The (d)Evolved CMO http://www.emergencemarketing.com/2007/12/17/the-devolved-cmo/ Thoughts on marketing, innovation, social networking, new products and the impact of technology on all those thingies Fri, 19 Mar 2010 10:29:27 -0400 http://wordpress.org/?v=2.8.4 hourly 1 By: Chandan http://www.emergencemarketing.com/2007/12/17/the-devolved-cmo/comment-page-1/#comment-4389 Chandan Fri, 30 Oct 2009 13:54:52 +0000 http://www.emergencemarketing.com/index.php/2007/12/17/the-devolved-cmo/#comment-4389 I think CMO's should now take steps ahead in talkin to its CFO's, as what is required now is a more combined & calculated effort to increase revenue generation to benefit the organisation as there is increase in the troubled economy, the over spending and the lack of effective marketing investments. Marketing is often first in line for cuts as corporate leaders attempt to identify immediate cost reductions that may take longer to achieve in other areas. But despite a 75 percent decrease in marketers' marketing budgets this year, as well as 65 percent who said they were expected to drive more sales with the same or lower budget, marketing accountability programs have taken on a greater significance. In order to increase the effectiveness and the efficiency, both sides of the equation i.e., the ROI and the cost of using the lever should be factored into investment decisions. I read this interesting article on the following blog: http://blog.cequitysolutions.com/Customer-Management-blog/bid/8971/Talking-to-your-CFO-makes-Marketing-smarter I think CMO’s should now take steps ahead in talkin to its CFO’s, as what is required now is a more combined & calculated effort to increase revenue generation to benefit the organisation as there is increase in the troubled economy, the over spending and the lack of effective marketing investments.

Marketing is often first in line for cuts as corporate leaders attempt to identify immediate cost reductions that may take longer to achieve in other areas. But despite a 75 percent decrease in marketers’ marketing budgets this year, as well as 65 percent who said they were expected to drive more sales with the same or lower budget, marketing accountability programs have taken on a greater significance. In order to increase the effectiveness and the efficiency, both sides of the equation i.e., the ROI and the cost of using the lever should be factored into investment decisions.

I read this interesting article on the following blog:
http://blog.cequitysolutions.com/Customer-Management-blog/bid/8971/Talking-to-your-CFO-makes-Marketing-smarter

]]> By: Peut-on guérir du M..? « Bedoin’s http://www.emergencemarketing.com/2007/12/17/the-devolved-cmo/comment-page-1/#comment-829 Peut-on guérir du M..? « Bedoin’s Tue, 29 Jan 2008 08:55:10 +0000 http://www.emergencemarketing.com/index.php/2007/12/17/the-devolved-cmo/#comment-829 [...] http://www.emergencemarketing.com/2007/12/17/the-devolved-cmo/ Tagged with: consommation, création, marketing, matières premières [...] [...] http://www.emergencemarketing.com/2007/12/17/the-devolved-cmo/ Tagged with: consommation, création, marketing, matières premières [...]

]]> By: John Cass http://www.emergencemarketing.com/2007/12/17/the-devolved-cmo/comment-page-1/#comment-773 John Cass Thu, 03 Jan 2008 17:57:02 +0000 http://www.emergencemarketing.com/index.php/2007/12/17/the-devolved-cmo/#comment-773 I think Harald is wrong on this one. To me being a professional marketer is all about measuring ROI. Most of my colleagues in the industry and associations appear to accept this. I fully agree with the idea of measuring the success of programs. The real issue I think is not about measuring the success of a marketing program, lots of marketers do that very well, but having something to promote that the customer wants to buy. It's about market research all listening to the customer, that's the missing element from many marketer's job description. Marketers are partly to blame for this but also the people who develop company business strategy who fail to realize that marketing is more than acquisition and retention. I think Harald is wrong on this one. To me being a professional marketer is all about measuring ROI. Most of my colleagues in the industry and associations appear to accept this. I fully agree with the idea of measuring the success of programs. The real issue I think is not about measuring the success of a marketing program, lots of marketers do that very well, but having something to promote that the customer wants to buy. It’s about market research all listening to the customer, that’s the missing element from many marketer’s job description. Marketers are partly to blame for this but also the people who develop company business strategy who fail to realize that marketing is more than acquisition and retention.

]]> By: Harald Eltvedt http://www.emergencemarketing.com/2007/12/17/the-devolved-cmo/comment-page-1/#comment-758 Harald Eltvedt Thu, 20 Dec 2007 15:37:47 +0000 http://www.emergencemarketing.com/index.php/2007/12/17/the-devolved-cmo/#comment-758 Marketing, as a function, is at risk and the CMOs are only the tip of the iceberg. According to executive recruitment firm Spencer Stuart, the average tenure for CMOs is just 22.9 months. (The average tenure for CEOs, for the sake of comparison, is 53.8 months.) The issue? Accountability. The Marketing Science Institute found that the lack of data proving “internal marketing program metrics to external financial metrics”is a fundamental problem for marketing executives and their teams. To ensure both longevity and success, CMOs and their marketing team must embrace creativity and demonstrate a desire to be held accountable for ROI metrics related to their activities. They must be proactive in creating performance metrics that measure the influence of activities and behaviors on customer actions in an era where nobody trusts the effect of traditional advertising on its ability to reach, convince or even measure the impact on customers. Marketing, as a function, is at risk and the CMOs are only the tip of the iceberg. According to executive recruitment firm Spencer Stuart, the average tenure for CMOs is just 22.9 months. (The average tenure for CEOs, for the sake of comparison, is 53.8 months.)

The issue? Accountability. The Marketing Science Institute found that the lack of data proving “internal marketing program metrics to external financial metrics”is a fundamental problem for marketing executives and their teams.

To ensure both longevity and success, CMOs and their marketing team must embrace creativity and demonstrate a desire to be held accountable for ROI metrics related to their activities.

They must be proactive in creating performance metrics that measure the influence of activities and behaviors on customer actions in an era where nobody trusts the effect of traditional advertising on its ability to reach, convince or even measure the impact on customers.

]]> By: John Cass http://www.emergencemarketing.com/2007/12/17/the-devolved-cmo/comment-page-1/#comment-749 John Cass Tue, 18 Dec 2007 02:20:58 +0000 http://www.emergencemarketing.com/index.php/2007/12/17/the-devolved-cmo/#comment-749 Most people think marketing is purely advertising and sales. Sadly this study demonstrates they might be right. Marketing people are not doing marketing, or at least they are concentrating on promotion, and not doing any listening to the customer. I think most marketing director titles should actually be advertising director. I know a lot of my jobs in marketing have been more about advertising and less about marketing. Whose fault is that? The marketer or the President of the company that hires the marketing director? Before WWII most marketing people were called directors of advertising. Maybe we should return to those days. To me this is the biggest issue in the industry and profession. Yet we don't really address it. The question is how do we address it? Marketer's refuse to accept the title of marketing if they are not actually marketing. An education campaign on the part of all marketing related organizations to teach the industry what the concept is all about. Most people think marketing is purely advertising and sales. Sadly this study demonstrates they might be right. Marketing people are not doing marketing, or at least they are concentrating on promotion, and not doing any listening to the customer. I think most marketing director titles should actually be advertising director. I know a lot of my jobs in marketing have been more about advertising and less about marketing. Whose fault is that? The marketer or the President of the company that hires the marketing director?

Before WWII most marketing people were called directors of advertising. Maybe we should return to those days. To me this is the biggest issue in the industry and profession. Yet we don’t really address it. The question is how do we address it?

Marketer’s refuse to accept the title of marketing if they are not actually marketing.

An education campaign on the part of all marketing related organizations to teach the industry what the concept is all about.

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