Category Archives: Working in marketing

80% of CEOs don’t trust their CMOs

A 2012 global survey by the Fournaise Marketing Group highlights the tensions between them: The results reveal that 80% of CEOs don’t trust or are unimpressed with their CMOs. (In comparison, just 10% of the same CEOs feel that way about their CFOs and CIOs.) CMOs also sense a serious problem. In our own surveys, 74% of them say they believe their jobs don’t allow them to maximize their impact on the business.  Why? Continue reading

HR can make or break your marketing department

unknownNot too long ago I was contacted by a marketing VP who was having a problem finding “good marketing people” as opposed to “qualified marketing people”.  The job descriptions were all sent to HR but as he soon found out “job descriptions don’t provide enough information to recruit good candidates”. Continue reading

Making social media marketing about people

social-media-noise-300x225-120x120Seth Godin said “every company at a certain stage ends up with two sorts of employees… some that work hard to improve the experience and value for the original customers, and some that tear down that experience and value in order to please shareholders in the short run.  It’s not surprising, but it’s sad.”.   That pretty much sums up why there is so much really bad and irrelevant social media marketing; it can’t be just about you, it has to be about people and having someone administer your social media as a real person not a salesperson. Continue reading

Building a world-class digital marketing team

LockKeyWhen it comes to developing mobile apps, creating products for new devices, and unifying the customer experience cross-channel, less than one quarter of companies report they “always succeed,” while more than 60 percent “often or sometimes fail” according to a Forrester study.  Among the biggest challenges organizations face in digital marketing is finding talented digital marketers. Continue reading