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Advice for Marketing Executives During Tough Times

Marshall Goldsmith

Q: Do you have any specific suggestions for marketing executives in this challenging climate? During hard times companies often cut back on marketing budgets. As business becomes more competitive, marketing executives face increasing pressure to demonstrate the value that their function is adding to the firm. A: Great question.

Advice 107
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The Changing Role of the CMO

Marshall Goldsmith

Marketing is everywhere, but with the ubiquity of slogans and ads, it's easy to forget that there's more to marketing than meets the eye. Not an expert myself in marketing myself, I recently spoke with my friend Susanne Lyons, former chief marketing officer of Visa and Charles Schwab (SCHW) and decorated veteran marketer.

Metrics 110
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There Are 4 Futures for CMOs (Some Better Than Others)

Harvard Business Review

These executives have responsibilities we might expect to reside within marketing. That leaves Chief Marketing Officers with a decision — do you see the rise of these roles as an opportunity or a threat? Marketing faces a particular challenge since customer engagement has traditionally been considered its domain.

CEO 8
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The Most Successful Brands Focus on Users — Not Buyers

Harvard Business Review

We also supplemented the survey with well-known brand rankings, Net Promoter Scores (NPS), and an analysis of their marketing expenditures and strategies. Vail Resorts remade their entire marketing strategy with a program called EpicMix. In many organizations, marketing comes after product development.

Brand 8
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The First Step to Fixing U.S. Manufacturing

Harvard Business Review

But while the largest US firms have seen their domestic revenues grow more than twice as fast as the sector average even in the domestic market, their smaller suppliers—the firms that provide them with the materials and components they depend on—have experienced negative growth. manufacturers are taking notice.

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The Internet Shouldn’t Run on Dirty Energy

Harvard Business Review

Here’s why now is the time right to invest in renewable energy sources for the internet: Renewable energy can help reduce a cost center. Most credible projections expect the cost of renewable electricity to drop and many traditional sources of electricity to increase. Certain states and countries are offering good deals.

Energy 8
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How to Compete When IT Is Abundant

Harvard Business Review

With the swipe of a credit card, the customer support team can move to Zendesk or Desk.com; the HR team lives on Workday; the business intelligence group moves to GoodData or Domo; the finance team logs into Netsuite; the marketing department orbits around Marketo and Salesforce''s marketing cloud. Why is this?