Tag: CMO Tips
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How Ditching Personas Led Me to Six Practical Positioning Frameworks
A few companies ago, I joined as CMO after the previous CMO had spent considerable time and effort developing personas and ICPs. There were ten cardboard cutouts in the office to help reinforce the personas. These efforts were not out of the ordinary, and I was super impressed with the level of execution. There was…
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10 Tips for Marketing After an Acquisition
Congratulations! Your PE back company has just made its first acquisition. Now assuming the purpose of the transaction wasn’t just for the technology, what do you do next? This post comes from being on both sides of these transactions and, worse, joining companies after they had been on an acquisition spree, and the resulting roll-up…
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10 Marketing Lessons From Working as a PE Operating Partner
After running numerous marketing and sales teams over the years, I had the opportunity to be an operating partner at a private equity firm for two years. Operating Partners perform due diligence on potential investments, serve as interim operating executives where needed, do short-term projects in the portfolio companies and just generally support the portfolio…
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How a Corporate Messaging Update Can Break Your SEO Machine
Corporate messaging updates are common occurrence for a marketing team. Usually driven by the need to adjust to market dynamics, corporate messaging updates have the potential to impact site conversion in a negative manner. I once badly messed up a company because I redid the website to make it “on message”. The temptation to make…
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Part II – Implementing Agile Marketing – Modifications
My last posting talked about our road to agile marketing. In this posting, I will cover the differences we saw between classic agile and our agile marketing to make it all work. When I studied how software development teams work, I noticed there were some differences with how our marketing organization was set up compared…
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Implementing Agile Marketing – Part 1
Our team at SmartBear produces lots of content, webinars, emails, trade shows, product launches, and sales training sessions each month. Since the company has four product areas, our team supports what are essentially four different sales and product organizations. Getting all the work done, on time, in the most efficient way possible was becoming a…
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Six Quick Ways to Increase B2B Revenue Today
Most CMOs and VP of Sales spend their time and focus on messaging, sales skills training, closing deals, branding, and lead generation. But due to the operational demands in the B2B sales process, most companies easily waste 20% of their revenue in the multiple systems and people hand offs that prospects encounter as they go…
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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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CMO Management Tip for 2014 – Learn Google Analytics
I am in a LinkedIn Group – the CMO Network. Kim Whitler, the CMO of David’s Bridal posted an interesting question for an article she is writing: What are your top Marketing, Career, and Management tips for CMOs going into 2014? There are a bunch of tips for 2014 one could write about and others…
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