From the CMO's desk.

Chief's wisdom

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What is the future of the CMO role?

In the past two weeks, we’ve witnessed two of the largest consumer brands losing their CMOs. Coca Cola’s Global CMO was let go due to a restructure, and in Australia Unilever’s CMO was made redundant. This topic flamed a conversation I had with a potential partner, as he challenged the relevance of the CMO role in today’s market. Read more

Marketing is too important to leave it to the marketers

Image Credit: Fran Trachta, Flickr - https://www.flickr.com/photos/fourtrac/5905455471

The resurgence of the marketing profession

With all of my technology-savviness, I’m still an old-school marketer. The marketing profession for me was never just about the messaging, or the promotional channels, whether it was ATL or BTL. It wasn’t just about the website visits, open rates, CTRs and CPC. It wasn’t really about the technology either – the CRM, the Marketing Automation, the CMS or any other f***ing TLA. I get it – as marketers, we are measured and monitored, and we do have to deliver on those, however, we, as marketers, have lost sight of what is really important, and all of the various factors and fundamentals that make the marketing profession what it really is.

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What makes a top performing marketing team?

A recent study published by Salesforce.com, uncovered traits and characteristics of Top Performing marketing teams from around the world. The survey illustrated the shift in marketing focus, depicting the make up of a top performing marketing team – what they focus on, which environment they play in, their collaboration practices, and more.

SFDC (Salesforce.com) is one of the largest technology platforms providers, providing sales & marketing software to a wide variety of companies. The research teams surveyed close to 4000 marketers from around the world. The respondents work in B2B and B2C environments, in various positions (from marketing analyst to CEO/CMO). Survey participants came from a wide variety of industries, and company sizes, from micro businesses to LARGE enterprises. Read more

5 common pitfalls when implementing a marketing strategy

There are many challenges and pitfalls when trying to implement a strategy. Team, Budget, management and other factors have a huge impact on a successful implementation journey. As long as you’re aware of the pitfalls, the better chance you have in avoiding them, or at least minimise their impact.

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Digital Marketing – what should you focus on this year?

digital marketing

Digital Marketing

Digital marketing sometimes seems like a bottomless pit — you blink and there’s something new you need to do (or learn):

Tomorrow is already the 1st of March. The 2 first months of 2016 is already behind us. But it’s not too late to revisit a strategy, or an action plan, and make sure you’re on the right track.

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5 questions you must ask yourself, before creating a Freemium Pricing Model

Freemium Pricing Model

Freemium Pricing Model

The Freemium Pricing Model is getting increasingly incumbent in the gaming, web and software industries, and penetrating into education (online courses) and other industries too, as customers are becoming more accustomed to it. It’s not always the right model for every business, and even if it is, it may be tricky to find the right balance to ensure future profitability. There are many good and bad case studies to learn from. Andrew Chan also provides a free Excel spreadsheet to help you calculate the viability of the model in your business. Read more

Marketing outsourcing – is it possible?

Marketing outsourcing

If you could “lease” the services of a senior marketer for a few days per month – Is the thought of marketing outsourcing ever crossed your mind?Would you employ a part-time Chief Marketing Officer in your business?

 

Generally speaking, Small & Medium enterprises (SME’s) can’t afford to employ Chief [anything] Officer. Typically, the Managing Director / Owner, who sometimes title himself/herself as CEO, is very lonely in the C Suite. Those businesses employ the services of an accounting firm to manage finances, a legal firm for legal work, etc. The thought of marketing outsourcing doesn’t often come up, and if it does, it’s not at the right level…

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Strategic Guidance. Thoughtful Execution.

Every business needs a strategic direction. Every business needs creative marketing execution.
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