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Grant Johnson

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Latest Blogs from Grant Johnson
This post can also be seen on Inside CXM. I have always been fascinated by how the best marketers combine the science and the art of marketing, and in today’s marketing 2.0 or CMO 2.0 world, successful marketers leverage both aspects to create new equations to address changing cu...
This post can also be seen on Inside CXM. Given the rapidly evolving role of the CMO, it may be a natural extension for a CMO 2.0 to assume primary responsibility for customer experience management in an organization. Before assessing the merits and cautions associated with such an exp...
The CMO’s Call to Action In today’s social, mobile, big data and cloud world, significantly increasing demands have been placed on marketing. But if you’re up for the challenge, there’s never been a better time to be a CMO. This comprehensive strategies guide &#...
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 Febru...
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,...
As we move closer to the holidays, many things are once again cropping up, just like clockwork.  Some – including the airing of The Christmas Story and It’s a Wonderful Life – are always welcome.  Others, like frenzied mall traffic and egg nog, you want to forget.  And then there’s the...
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...
Every CMO and senior marketer I talk to these days is striving to improve marketing ROI (MROI).  Most have become proficient in measuring and reporting on marketing effectiveness.  But few believe they have succeeded in proving the value of marketing to their CEO and peers, especially ...
Q/A with Pega CMO Grant Johnson, appearing on Rieches Baird’s “Branding Business” Radio Show   Ray Baird: Obviously you’ve built many successful brands and re-branded many companies over the years. What’s your secret and what can our listeners learn from your experience: Grant  Jo...
I’ve been meaning to write this blog for nearly a month, however, as I’m sure other CMOs can relate, my days have been consumed by: a must-attend industry conference, a UK trip for a working session with my EU marketing team, striving to increase sales and marketing alignment, meeting ...
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 comp...
In their classic book, “The Discipline of Market Leaders,” authors Michael Treacy and Fred Wiersema described three basic “value disciplines” that can create customer value and provide a competitive advantage: operational excellence, product leadership, and customer intimac...
Good communications succeed by connecting with the audience. Whether you’re talking about a business-to-consumer organization or an enterprise software company, it became clear that not all ad agencies and their clients subscribe to this mandate as I watched wide range of ads airing du...
As we embark on another year with an uncertain and fragile economy looming, one thing is certain: most marketers are wasting money.  In the Web 2.0 world, and given the measurability of all things digital, at least it’s not as bad as the old lament:  “I know half of my money is wasted;...
Having created and shaped several successful brands during the past 20 years, including FrontBridge (acquired by Microsoft), FileNet (acquired by IBM), AST Computer (acquired by Samsung) and now Pegasystems, there are several keys challenges that must be addressed to successfully build...
It seems the chasm between good and bad customer service is growing wider every day.  There are many reasons why this is happening.  First, social media has empowered the consumer to not only voice her opinion, but also to create a rapid shift in positive or negative sentiment towards ...
For many of us, the clarion call to become more customer centric is echoing throughout the halls; we all need to better acquire, serve, and retain customers.  While there are many avenues to customer centricity, one of the primary approaches to getting closer to customers starts with d...
In most companies, if you ask that question, you’ll often hear “we’re customer driven, so of course everyone owns the customer.”  The problem is that when everyone owns the customer, no one actually does. This lack of true customer ownership is in part caused by the fact that most comp...
The ability to seamlessly manage customers across the entire lifecycle and thereby maximize customer value remains an elusive goal for most organizations. There are many reasons for this: companies have established artificial customer service boundaries and silos that require multiple...
You know you’re destined to fail if the words “customer success” appear only on dusty, off-centered posters adorning break rooms and hallways at your company offices. Or maybe that organization has already shuttered. On the other hand, when customer success becomes woven into the fabri...
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 ...
At a joint presentation, Martyn Christian, CMO at Kofax, and I explored challenges of customer acquisition and growth and also discussed RO-based strategic approaches that help us achieve measurable success in these endeavors, despite the challenging economy. Since both of us lead mar...
In today’s competitive software industry, it’s crucial to have a high-performing marketing team in place that’s focused on customers. As a seasoned veteran who has led marketing organizations of all sizes, I can’t emphasize this enough. Organizations which underestimate the importanc...
Consolidation among leading software companies has changed the overall dynamic of technological advancement. Many are taking the “stack” approach and zeroing in on acquiring companies with existing offerings, instead of making deeper R&D investments and focusing on continuous inter...
Having created and shaped several successful brands during the past 15 years, including FrontBridge (acquired by Microsoft), FileNet (acquired by IBM), AST Computer (acquired by Samsung) and now Pegasystems, there are six keys challenges that must be addressed to successfully build and...
The most essential quality and success factor I’ve seen for CMOs (at least in technology companies where’s I’ve spent the past two decades is the ability to lead successful change initiatives, especially on a global basis. I’ve seen others fail when, upon achieving executive support f...
The hardest, and most essential, quality and success factor I’ve seen for CMOs (at least in technology companies where’s I’ve spent the past two decades is the ability to lead successful change initiatives, especially on a global basis. I’ve seen others fail when, upon achieving execu...
Given all the pressure to deliver "in quarter" results, it's becoming increasingly difficult to get executive attention on strategy formation and/or re-examination. Executive energy is largely consumed with driving operational excellence and available "cycles' are devoted to sales an...
Most organizational experts will tell you that when joining an organization, the company's culture is the key to determining whether you will thrive or suffer in a given work environment. While this is true for a mid-level manager or individual contributor, the closer you get to the t...
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, an...
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” &#...
Over the past 15 years helping clients wage war in the technology marketplace, we’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...
When joining a new company, it’s critical to quickly assess the team you’ve inherited to determine what level oforganization restructuring and rebuilding will be required to ensure functional success. Before rushing to judgment and a rapid makeover, take time to understand – on a pers...
Having created and shaped several successful brands over the past decade, including FrontBridge (acquired by Microsoft) and FileNet (acquired by IBM), there are a few fundamentals that are key to successful brand development. It has to start at the top with the CEO supporting an inve...
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, a...
Most organizational experts will tell you that when joining an organization, the company’s culture is the key to determining whether you will thrive or suffer in a given work environment. While this is true for a mid-level manager or individual contributor, the closer you get to the t...
Given all the pressure to deliver “in quarter” results, it’s becoming increasingly difficult to get executive attention on strategy formation and/or re-examination. Executive energy is largely consumed with driving operational excellence and available “cycles’ are devoted to sales an...
Marketing through a recession requires a more thoughtful approach to segmentation, customer acquisition and retention.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...
Sales and marketing alignment, integration, coordination, and collaboration is key to maximizing marketing ROI and sales productivity. 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 in...