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Grant Johnson

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Top Stories by Grant Johnson

Over the past few years, I’ve connected with  dozens of CMOs via peer groups, such as The CMO Council, The CMO Club and Forrester’s CMO Group, and everyone I talk to is striving to become more “2.0.”   So what does it really mean to be CMO 2.0? Conventional wisdom says that you have to embrace the mega trends, including big data, cloud, mobile, and social.  You need to immerse yourself into the new ways of pervasive computing and continuous communications that Generation C – or the connected generation – view as a way of life.  You need to be on Facebook, LinkedIn, Twitter, YouTube, etc.   You need to meld traditional competencies in communications and creative ideation with quantitative analysis and insight-producing analytics. But, while all this is true, it overlooks the change in operational approach and style that is equally important for a CMO 2.0. Just beca... (more)

B2B Companies Play Catch-up in Social Media Arena

This Q/A with Grant Johnson, conducted recently by Drew Neisser, CEO of Renegade, a NYC-based social media and marketing consultancy, also ran here on The Drew Blog. B2B companies for the most part have been playing catch up to their B2C counterparts in the social media arena. One company that is coming on strong in this area is Pega, a company that helps other companies be more focused on their customers via BPM and CRM software solutions. I was delighted to able to catch up with Grant Johnson, Pega’s CMO as part of the soon to be released Social Media Fitness Study. (BTW, CMO’... (more)

Is Your Brand Architecture a Foundation or a Façade?

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)

Building High Performance Marketing Teams

When joining a new company, it’s critical to quickly assess the team you’ve inherited to determine what level of organization restructuring and rebuilding will be required to ensure functional success.  Before rushing to judgment and a rapid makeover, take time to understand – on a personal level - the structure, composition, talent, strengths and weakness of the team.  Besides the obvious gaps in competencies, under-performers and open positions, often there are more subtle clues to the most pressing organizational shortcomings as well as staff member potential. Misplaced.   In... (more)

Customer Centricity Begins Where a 360-Degree View Ends

While it’s one of the enduring tenets in the CRM market, a 360-degree view of the customer is fundamentally flawed.  Why is that?  Having all the information at your fingertips about any given customer is of little value if you can’t do anything with it to better serve the customer at the point of interaction, across all contact channels and organization silos. The first wave of CRM software solutions concentrated on delivering a data-centric view of the customer.   That is, pulling all of the information about the customer into a consolidated database to make it available to a ... (more)