WSJ’s “revenge of the publicists” article; practical considerations for B2B leaders
PR and communications executives are gaining C-suite power, amid AI demands and polarized audiences, yet there are practical implications for reporting structures, rare dual-skilled leaders, and the case for separate CMO and CCO roles Two distinct trends have unfolded in...Read More
The economic outlook for marketing from the latest CMO survey
Marketing doubled down on customer marketing as economic optimism fluctuates; businesses see more value in marketing, as the functions influence and responsibilities grow “Marketing contracts under economic pressure despite growing value and AI gains.” That’s the title of the 35th edition...Read More
There’s little tolerance for mistakes in business, which is also a mistake
The next time a team or individual contributor fails spectacularly, put your criticism aside and instead ask them this question: What did we learn from this business mistake? There’s little tolerance for mistakes in corporate culture, and that too is...Read More
Reduce marketing employee turnover to improve performance [academic study]
Rigorous study shows marketing turnover has a high cost and lasting impact; demonstrates the importance of continuously investing in the marketing team When a marketing team turns over a team member, two things happen: 1) the value of the brand...Read More
OER: a simple framework for marketing and comms measurement that aligns you with the CFO
Metrics and measurement are crucial to proving value but they are also important for making a proper marcom diagnosis The chief financial officer (CFO) is the single biggest skeptic marketing and communications leaders face when it comes to results. That’s...Read More
Build marketing and PR programs rather than executing campaigns
Marketing programs allow you to scale your efforts without stressing your team or sacrificing quality; The fitness analogy fits here: when you first start going to the gym you can’t lift much, or run fast or far; but if you...Read More
Pair of surveys show why B2B tech needs to work on their customer marketing efforts
Most B2B tech companies aim to improve customer retention this year, putting a renewed focus on building sustainable customer marketing teams that contribute to retention, and more importantly, measurable growth; Years ago, a SaaS company I was working for hired...Read More
CMO spending on paid media soars at the expense of talent, tech and agencies
Gartner survey shows how B2B marketing leaders divvy up ‘anemic’ marketing budgets, which are at the lowest levels in four years If it feels like your marketing budget is tight, you are not alone. Marketing budgets are at their lowest...Read More
3 interesting things CMOs revealed about marketing talent in this survey
A poll of 292 marketing leaders finds CMOs attribute success to marketing talent – and they are making the case that growth requires them to hire more What would you do with an unexpected extra $1 million in the marketing...Read More
3 marketing motions successful B2B software companies do differently than peers
Study by Bain and Google finds that high-performing B2B software companies conduct marketing experiments, think about marketing measurement more and have brought more of martech skills back in-house There are a lot of things high-growth B2B technology companies do differently...Read More
