Should Marketing Be Held to a Higher Standard? Off Script No. 38: Lacey Ford of insightsoftware
Revenue Driver. Pipeline builder. Marketing with a quota. Those are the words and phrases Lacey Ford uses to describe marketing today. She got her start as an entry-level marketing associate for SBC Communications, which is now AT&T. There she had... Read More
![3 Landmark Studies that Sum Up the State of Creativity for the CMO [UML]](https://www.swordandthescript.com/wp-content/uploads/2019/02/s_3-Landmark-Studies-that-Sum-Up-the-State-of-Creativity-for-the-CMO-UML.jpg)
3 Landmark Studies that Sum Up the State of Creativity for the CMO [UML]
The pendulum of marketing can only swing in one direction at a time, but at some point, the forces of gravity slow the swing and eventually take it back in the other direction. I sense we are reaching that point... Read More
The Competition and Industry Gets a Vote on Your Marketing
Situational awareness is a concept I first learned in the military. It’s the idea that most environments that warrant a military presence are fluid and dynamic. You can’t get so focused on what you’re trying to do – that you... 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
7 Reasons Your B2B Content Marketing Program Fails to Deliver that You Probably Haven’t Heard Before
The surveys have started. There are several industry organizations that field annual surveys about content marketing and they are gearing up. Last year, the data overwhelmingly found every business says they are doing content marketing. This year, I predict satisfaction... Read More
Marketing has Gotten Better as a Profession; Off Script No. 29: Tom Pick of Webbiquity
He’s one of those social media connections I’ve never met in person but have known for about a decade. If you’re into the technology marketing scene, chances are you do too – because he’s everywhere. After working on the in-house... 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
![top-15 Takeaways from Killing Marketing [Book Review]](https://www.swordandthescript.com/wp-content/uploads/2017/11/top-15-Takeaways-from-Killing-Marketing-Book-Review-600x500.jpg)
15 Takeaways from Killing Marketing [Book Review]
Marketing has made so many small incremental changes over time – think social, digital and content – that we’ve forgotten to pause and examine the effects. More importantly, we haven’t examined how all these little changes through the years, have... 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
The Dark and Twisted Side of Automation in Advertising
They recorded him drowning and uploaded the video to YouTube. It wasn’t just that they didn’t help another human being — in the time of absolute greatest need – it’s that they barbarically treated someone’s final moments as entertainment. The... Read More
