Explaining how you are spending your marketing dollars is a challenge that all heads of marketing face. Cynics in your company are always happy to point out a failed program, which tars all your demand efforts with the same brush. What to do? Counterintuitive as it may seem, start by pointing out your failures. Here’s how. Many marketing teams make the mistake of lumping all of their demand generation programs together. So all people hear about is the total number of leads delivered to sales. … [Read more...]
Market Like You Are an Investor – Why Changing Your Mindset Will Rocket Your Career
A CMO can get stuck in their own marketing world. As a head of marketing myself, I have occasionally fallen into what I call marketing tunnel vision. The condition has three symptoms: it complicates communications with other executives, especially your CEO; it distracts CMOs from the bigger picture of the business; and it perpetuates the stereotype that marketers are lightweight business people. It doesn’t have to be this way. I have the cure, and it’s as simple as changing your mindset – to … [Read more...]
Want to learn even more about marketing?