The role of the CMO is changing from "head of marketing" to "corporate executive," but only when stars align in two ways. The first is when the CMO is a general manager with marketing expertise. The second is when the CEO declares marketing and the brand experience to be corporate objectives rather than execution against. In either case, the CMO recruited to this task must drive change across the organization, connecting the dots to achieve a coherent brand experience regardless of the point at which the customer interacts with the company.
Yesterday afternoon at our London-based Marketing Forum for EMEA, I was able to witness the first live performance by Lisa Bradner (@lisabradner), unveiling the story behind her latest report, "Adaptive Brand Marketing" which highlights how the brand management function of yore needs to change in the face of the growing complexities brought on by new communications channels to, and from, the consumer. These challenges are both digital and global challenges, as are the solutions.
Here are some highlights from Lisa's presentation:
We’re in the process of pondering a very important question
in the industry today: what is the future of agencies? Agencies have played
such a crucial role in helping companies market their products and services for
more than a century. Names like McCann Erickson, Young & Rubicam, J. Walter
Thompson, Ogilvy & Mather, and Saatchi & Saatchi (among others) are practically
household names. There’s even a massively popular and critically acclaimed
television show capturing life in the golden age of legendary agencies on
During what I call the “black and white” days of the internet in 1995, when email was a green screen “app”, I presented a direct mail CEO with a business plan for direct marketing online. When he voiced his disbelief in the power of digital marketing, I walked him back to his office, installed the Mosaic browser, and stood behind him while he used the mouse to navigate a few sites I suggested. In about 10 minutes, he went into a trance of amazement at the data, the content and the interactivity. He went on to refocus the company on interactive media.
Forrester’s Consumer Forumis just around the corner, in Chicago on October 27th and 28th. In addition to our great line up of speakers from Best Buy, Pizza Hut, Hearst and E*TRADE among others, we will also highlight Forrester’s extensive
data capabilities. Forrester analysts will share the results from our global
benchmark survey data, as well as our forecast data, to help you examine
technology-driven trends in consumer behavior.
Consumer Forum 2009 is fast approaching — October
27 and 28 in Chicago.
The theme of this year's Forum is research and industry case studies regarding how evolving
consumer online behavior demands that firms step up efforts to engage them. The great
executives listed below will share their companies' best practices for creating breakthrough
Our keynotes this year are from leading consumer powerhouse companies across the landscape of travel, software, retail, and finance sectors:
A worldwide recession and social media have swept up B2B marketers in a perfect storm, tossed between tighter budgets and the demand to do more online without guideposts or established benefits. Opportunities and challenges abound for marketers targeting other businesses through a direct sales force or channel partners. Before 2010 planning -- and the push to pump up the pipeline to make year-end revenue goals -- hit full stride, now is an excellent time to step outside your daily routine, tune up B2B marketing strategy, and learn new best practices.
Sound intriguing? If so, have I got a deal for you! (Oh, c'mon, you suspected a pitch was coming, now didn't you?)