A CMO Survey Shows Us How Classic 4Ps of Marketing Are Changing
A year after starting the role, a new retail CMO was frustrated. The job description discussed in the courtship didn’t match the reality: “To his surprise, his role was limited mostly to marketing communications, including advertising and social media. He... Read More
Top of Mind Among Senior Marketers: Cliff Notes to 3 Significant Surveys of CMOs
If your marketing budget grew by 5% or more in the next year, how would you invest that money? I like to ask that kind question because it’s an interesting mental exercise that really makes marketing think about what they... Read More
How PR Prepared Her for Inbound Marketing and a Role as a Martech CMO; Off Script No. 31: Nicole Wojno of UserIQ
Many years ago, I had a mentor that suggested the first 10 years of a career should be spent moving around and collecting skills. That’s one of the side benefits of growing up in tech PR – you are exposed... Read More
Marketing Budgets to Grow: 5 Datapoints from the CMO Survey for B2B Marketers
Marketers are relatively upbeat about the economy and growth prospects over the next 12 months or so. That’s according to the newest edition of The CMO Survey, a semiannual study spawned out of Duke University’s business school. It’s a survey... Read More
![Habits Capabilities and Peer Reviews of the Modern CMO [UML]](https://www.swordandthescript.com/wp-content/uploads/2018/02/Habits-Capabilities-and-Peer-Reviews-of-the-Modern-CMO-UML.jpg)
Habits, Capabilities and Peer Reviews of the Modern CMO [UML]
“In areas where they are simply incompetent, smart executives don’t make decisions or take actions. They delegate. Everyone has such areas.” – Peter Drucker To say the role of the modern CMO is challenging is an understatement. The marketing landscape... Read More
We are All Forever Students of Marketing [UML]
We are all forever students. I’m pretty sure the first time I heard a variation phrase, it was many years ago, and by Brian Solis. It’s an elegant idea and a nice balance to a marketing world where today, many... Read More
![The Essential Characteristics of an Effective CMO [UML]](https://www.swordandthescript.com/wp-content/uploads/2017/08/The-Essential-Characteristics-of-an-Effective-CMO-UML.jpg)
The Essential Characteristics of an Effective CMO [UML]
To say the role of the CMO has evolved is an understatement. In some ways, CMO often seem pulled in opposing directions. On one hand, a core competency in analytics and automation are a prerequisite. Yet on the other, businesses... Read More
Marketing without Authority is Marketing without Accountability
The Harvard Business Review (HBR) published a piece describing the modern challenge for CMOs and why these marketing leaders tend to not last but a few years in such roles. The authors say many CMOs are “limited mostly to marketing... Read More
The Interim CMO as Change Agent; Off Script #19: Sophie Shiatis
The word “interim” might conjure the idea of provisional, or temporary, or stopgap, but there’s one more way to think about it according to the Merriam-Webster definition: intervening. It’s especially relevant at critical moments in time – an interim to... Read More
![Internet Marketing Trends What’s the Business Impact [UML]v](https://www.swordandthescript.com/wp-content/uploads/2017/06/Internet-Marketing-Trends-What’s-the-Business-Impact-UML.jpg)
Internet Marketing Trends: What’s the Business Impact? [UML]
As the saying goes it takes three data points to make a trend, but the problem for marketers with this identification is that it’s often too late. It’s easy to identify a trend in hindsight – the web is littered... Read More
