Category: Role of the CMO
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Five Ways to Be the cMo – chief Mentoring officer
One of the best parts of being a CMO is mentoring sales and marketing talent. Mentoring shouldn’t just be 1:1, however. The key is to build an entire culture and organization that supports mentorship and career growth. Here is my list of 5 ways to create a mentoring culture in marketing and to become the…
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Ignoring the Sales Forecast and 5 Other Revenue Tips for a CMO’s First 90 Days
I have had a bunch of exits in my career. But all has not been smooth sailing. From talking with other marketing leaders about their failures, and also thinking through the issues I have had over my career, a lot of the issues have come about when as a new marketing leader, you fail to…
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Marketing Nation Presentation – 15 Things Not To Tell Your CMO #MKTGNATION
I presented at my third Marketing Nation yesterday. First year was on metrics, last year on sales and marketing alignment, this year it was on “15 Things Never to Tell Your CMO”. I think I got the title wrong, as a better title would have been “How to Get Those Terrible Marketing Meetings Back on…
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Aligning Sales and Marketing – Top 11 Things You Can Do Today
This list is based on a talk I did at Inbound15. The talk was around how the marketing consultants are leading us astray with sales and marketing alignment. This is a distilled list of the action items. Good Luck! 1. Throw out written service level agreements Nothing says we are not on the same team…
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Why a Service Level Agreement with Sales is a Bad Idea – Part II
Service level agreements (SLA)for lead follow up are all the rage in marketing and sales organizations. Promoted by marketing analyst firms as one of the things that help with sales and marketing alignment, in my view they do the opposite. In part I of this post, we walked through how SLAs are used with two…
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Why a Service Level Agreement with Sales is a Bad Idea – Part I
Service level agreements (SLA)for lead follow up are all the rage in marketing and sales organizations. Promoted by marketing analyst firms as one of the things that help with sales and marketing alignment, in my view they do the opposite for the following reasons: SLAs are good when required if the goals of two organizations…
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20 Questions for VPs of Sales and Marketing on a Monday
It is Monday, can you answer the following 20 questions? Do you know where your traffic came from last week, the conversion rates, and the week over week changes? What bloggers wrote about you? What was hot on social media for your domain area? How many leads were created and what was the goal? Did…
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Moneyball CMOs
A great blog posting this morning by Auren Hoffman titled “The Moneyballing of the CMO”. Essentially, the rapid rise of applications and available data to a CMO is turning marketing from an art to more of a science. For B2B marketers and sales leadership, I would add that not only is there more data to…
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7 Reasons CMO’s Get on the CFO’s Bad Side
A lot of discussion this week in the CMO Network on LinkedIn around conflict between CMOs and CFOs. One article entitled “Why Will CFO’s Never Understand Marketing“, I am not sure I agree with. Another article lists “5 Ways CMOs Can Get CFOs On Their Side” lists some interesting ideas. My opinion is that…
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