Part one of a multi-part blog series in which Pegasystems CMO Grant Johnson
sits down with other CMOs and Industry experts to talk about burning issues
that are top of mind for B2B and B2C marketers.
The CMO role is rapidly transforming, in large part due to the rapid pace
that social, mobile, cloud and big data mega trends are becoming pervasive
and changing the very nature of business. In this first installment, I spoke
with three CMO thought leaders to better understand the most significant
aspects of the new CMO role and what it takes to succeed in an increasingly
digital world: David Cooperstein, VP, CMO Practice Director, Forrester
Research; John Ellett, CEO of nFusion and author of The CMO Manifesto; and
John Neeson, Managing Director and Co-Founder, Sirius Decisions.
It became clear during the course of several dynamic conversations I’ve had
recently that s... (more)
This post can also be seen on 1to1 Media.
Part two of an ongoing series in which Pegasystems CMO Grant Johnson sits
down with other CMOs and Industry experts to talk about burning issues that
are top of mind for B2B and B2C marketers.
In the first part of this series published on February 8 I covered three of
six key elements that define the new CMO. In this second part, I delve into
the other three: achieving alignment, becoming a business partner, and being
customer driven. As before, I include insights from three CMO thought leaders
on what it takes to succeed in an increasing... (more)
It's anyone's guess when the recession bottoms out and we get back to
growth. Rather than remain in a "state" of denial - like California did for
too long - or adopt a hunker down mentality - "let's just ride this one out"
- as many companies have, there's a middle path of taking proactive measures
steps now, so that when growth reappears, your company is better positioned
to gain an unfair share of the increased customer demand that will be there
to harvest. Here are a few considerations to come out will your guns
Get back to basics. One of my colleagues recently s... (more)
If you haven't revisited your brand architecture in more than a year, it's
likely what you're building is a façade, rather than reinforcing a
foundation. Because technology and innovation are inextricably linked, tech
companies are continuously introducing new products and services, and in most
cases, adding brands and sub-brands into their product portfolios. Over
time, even a sound architecture can begin to crumble under the strain of too
many overlapping brand layers.
It's not as if tech marketers are trying to create brand disorder and chaos,
it's just that inattention to... (more)
Over the past 15 years waging war in the technology marketplace, I’ve come
to appreciate that the first battle for marketing is often the one fought
inside a company between sales and marketing. Let’s face it, the two
functions are often at odds due to the he fundamental schism of one function
primarily rewarded for delivering near term results, i.e. get sales this
quarter, and the other function primarily rewarded for creating competitive
advantage and building brand preference.
It’s no wonder there’s a lot of finger pointing in the hallways and
conference rooms across America... (more)