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Posted by Christopher Stutzman on April 25, 2011
As a keynote speaker at Forrester's Marketing Forum in early April, I got a backstage pass to talk with some of today's most forward-thinking marketing leaders. Here are two of my favorites speeches from the event.
Dana Anderson, SVP of marketing strategy and communications at Kraft Foods, left us with some memorable lessons about shaking up a buttoned-down global marketing behemoth.
Jim Trebilcock, EVP of marketing at Doctor Pepper Snapple Group (DPSG), and Ross Martin, EVP at MTV Scratch, helped traditional marketers understand how they should "drop it." Their venture to take regionally distributed SunDrop from zero to hero with America's youth in Q1 of this year brought the audience to their feet. My takeways are that marketing leaders need to:
It was awesome to see these marketing leaders throwing down the gauntlet to their fellow peers to embrace a new mindset. In fact, it echoes the keynote that I delivered where I called on CMOs to embrace a new mental model to overcome the five bad habits of marketing. We call it ADAPT — the five habits of highly adaptive marketers. It's the result of ongoing research I've been conducting over the past nine months to understand what makes some CMOs more successful than others in periods of great change.
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