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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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Why Marketing Needs Closer Ties to IT

Harvard Business Review

As marketing continues to shift and improve, we’ve come to rely on IT to provide expertise on current technology and, perhaps more importantly, to provide a road map that shows where technology will lead, where integration is critical, and how to make the best use of increasingly sophisticated tools. This means being more strategic.

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Why Leaders Need To Stop Using Performance Reviews

Tanveer Naseer

One of your most promising managers has just led a two-year late-to-market death march on a brand extension that has launched and failed. You have lost market share, customer service complaints are up, and your own boss is pissed off. Your competitor is getting nothing but a disingenuous cost center.

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Morning Advantage: All I'm Askin' Is for a Little Respect

Harvard Business Review

Marketers get no respect, writes Ivey Business School professor Niraj Dawar on INSEAD's blog. Yes, marketing faces a steep uphill battle its quest for a seat at the table of valued corporate functions. For one, it’s a cost center. So what can marketing do to regain respect? BONUS BITS: Double-Edged Swords.

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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