Category List

Higher Education Marketing (55)
Marketing Channels (1)
Market Opportunity Assessment (1)
Marketing Strategy (2)
Retail Marketing (1)
Demand Generation (1)
Direct Marketing (9)
Marketing (4)
eCommerce (5)
Webinar (2)
Marketing Communications (4)
CRM (1)
SEM (2)
Marketing Tools (1)
Omni Channel Marketing (1)
Sales Management (2)
Podcast: Higher Ed (4)
Student Recruitment (4)
Target Marketing (1)
Customer Acquisition (4)
Retailing (2)
Digital Marketing (3)
Email Marketing (3)
Advertising (1)
Competitive Intelligence (2)
Strategic Marketing Planning (3)
Marketing Analytics (1)
Internet Marketing (1)
Martech (1)
Market Research (4)
B2B Marketing (1)
Marketing Management (1)
Lead Management (8)
Marketing Planning (7)
Mobile Marketing (1)
Catalog Marketing (2)
Content Marketing (16)
Marketing Connection (1)
Telemarketing (1)
Social Media Marketing (2)

Tag List

Retail Marketing (9)
Lead Management (13)
SEM (2)
Mobile Marketing (2)
Customer Service (1)
Profits (1)
Video Marketing (2)
College Retention (1)
Marketing Tools (2)
B2B Marketing (2)
Millennial Marketing (1)
Outsourcing (1)
Market Testing (1)
influencer marketing (1)
Call Center (1)
Inbound Marketing (1)
eCommerce (9)
Retailing (8)
Marketing Technology (1)
Competitive Analysis (3)
Customer Acquistion (3)
Nurturing (1)
Higher Education Marketing (21)
Martech (1)
Post-traditional Students (1)
Product Development (1)
Blog (1)
Marketing Research (3)
PPC Ads (1)
Generation Z (1)
Market Intelligence (3)
Revenue (1)
CRM (3)
Business Catalogs (1)
B2C Marketing (1)
earned media (1)
Content Markteing (5)
Web Forms (1)
Online Marketing (5)
Catalog Marketing (4)
Marketing Management (1)
Enrollment Management (3)
Market Research (8)
Marketing Promotions (4)
Social Media (1)
Database Marketing (1)
Data-Driven Marketing (1)
Marketing Audit (1)
Marketing Strategy (8)
Website Design (1)
Event Marketing (1)
Market Segmentation (2)
Offer Development (1)
Personalization (1)
Marketing Analytics (1)
Marketing Connection (1)
Webinar (2)
Strategic Market Planning (4)
Adult Students (4)
Setting Goals (1)
Student Nurturing (7)
Target Marketing (2)
DWS Associates Marketing (1)
Omni Channel Marketing (2)
Selling (1)
On Demand Marketing (1)
retail (3)
Direct Response Email (2)
Search Engine Marketing (1)
Merchandising (2)
Email (3)
Multi Channel Marketing (3)
Thank you page (1)
Marketing Collateral (2)
Dave Freeman (3)
Media Buying (1)
Consumer Catalogs (1)
Student Retention (14)
Target Market (2)
eCommerce Product Development (1)
Adult Student Recruitment (1)
Direct Marketing (13)
Student Recruitment (25)
Adtech (1)
Market Analysis (1)
Personas (3)
Marketing (17)
DR Radio (1)
paid media (1)
Gen Z (2)
Direct Response Marketing Product (1)
Affiliate Marketing (1)
Email Marketing (5)
Marketing Communications (8)
Demand Generation (7)
Podcast (2)
Campaign Planning (1)
Business Development (1)
Social Media Marketing (6)
Marketing Assessment (2)
Student Acquisition (10)
New Program Development (1)
Student Success (1)
Differentiation (1)
Social Media (5)
Adwords (2)
Student Enrollments (1)
Lead Nurturing (11)
Sales (3)
Predictive Modeling (1)
Direct Mail (4)
Marcom (1)
Digital Marketing (9)
Data Analytics (2)
Marketing Automation (1)
Key Metrics (1)
Marketing Channels (4)
Direct Response (3)
CMO (1)
Student Recruiting Campaign (1)
Targeting & Segmentation (3)
Cataloging (1)
Competitive Intelligence (7)
Sales Management (2)
Marketing Planning (9)
Mystery Shopper Audit (3)
Customer Retention (2)
Market Planning (2)
Integrated Marketing Communications (1)
Internet Marketing (4)
Market Planning Process (2)
Customer Acquisition (7)
Adult Student Retention (1)
Assessments (1)
Process Mapping (1)
Strategic Planning (5)
Segmentation (5)
Higher Education (10)
Sales Pipeline (1)
A/B Testing (2)
Lifelong Learning (1)
SMS Text (1)
Content Marketing (11)
Student Satisfaction (1)
Advertising (5)
Market Opportunity Assessment (2)
Creative (2)
Marketing Media (2)
Telemarketing (1)
Lead Generation (18)
College Recruitment (1)
Broadcast Direct Response (1)

Tag Cloud

EmailMarketing AutomationIntegrated Marketing CommunicationsSegmentationSearch Engine MarketingSales PipelineLead NurturingHigher Education MarketingDave FreemanData AnalyticsContent MarkteingConsumer CatalogsMarket TestingRetail MarketingretailStudent AcquisitionMarketing MediaAdtechStrategic Market PlanningMarket Opportunity AssessmentStudent NurturingStrategic PlanningB2B MarketingOutsourcingeCommerceProduct DevelopmentVideo MarketingBusiness CatalogsEnrollment ManagementEmail MarketingBroadcast Direct ResponseTargeting & SegmentationMerchandisingCompetitive AnalysisData-Driven MarketingHigher EducationMarketing ToolsStudent SatisfactionMarketing AssessmentInternet MarketingCollege RecruitmentCustomer RetentionKey MetricsTarget MarketingMarketingeCommerce Product DevelopmentDirect Response Marketing ProductDirect ResponseAdult Student RetentionCompetitive IntelligenceMedia BuyingAdult Student RecruitmentMarcomA/B TestingDifferentiationInbound MarketingProfitsCatalog Marketingpaid mediaMarketing StrategyPersonalizationAdwordsMarketing ManagementRevenueMarketing Communicationsinfluencer marketingMarketing CollateralContent MarketingDWS Associates MarketingMarket IntelligenceSetting GoalsOmni Channel MarketingCall CenterMystery Shopper AuditProcess Mappingearned mediaSMS TextBlogDirect MarketingCMOStudent EnrollmentsMarketing AuditSocial Media MarketingCustomer AcquisitionDirect MailPodcastSEMOnline MarketingAffiliate MarketingWeb FormsTelemarketingMarketing TechnologyThank you pageMarket PlanningStudent RetentionMarket ResearchBusiness DevelopmentRetailingDatabase MarketingAdvertisingPredictive ModelingMarketing PromotionsMarketing ResearchCustomer ServiceAssessmentsWebinarMarketing PlanningOffer DevelopmentEvent MarketingMarketing ChannelsMarket SegmentationMillennial MarketingCustomer AcquistionCRMMobile MarketingMarket AnalysisStudent RecruitmentSocial MediaDigital MarketingLead GenerationMarketing AnalyticsMarket Planning ProcessLifelong LearningGen ZCollege RetentionCampaign PlanningLead ManagementTarget MarketMartechPPC AdsMarketing ConnectionMulti Channel MarketingSalesNew Program DevelopmentSales ManagementB2C MarketingStudent SuccessGeneration ZDemand GenerationPost-traditional StudentsCatalogingStudent Recruiting CampaignDR RadioDirect Response EmailCreativePersonasOn Demand MarketingNurturingSellingWebsite DesignSocial MediaAdult Students


Archive

Comment: Why Most CMOs are Failing

May 07, 2018

Scream

The following is offered as my comment to "Death by Powerpoint: Why Most CMOs are Failing to Plan (and Planning to Fail)!". I tried several times to comment to this post at the original site without success...so here you go.
________________________________________

Interesting article. 

But when it comes down to wondering why CMOs fail or succeed, I would suggest that based on our experiences over the past 3-decades, "CMO" seems to have no common definition so the position has a variety of roles, responsibilities, expectations, and authority. 

In some companies, the position is really a creative director focused on the logo, color palettes, fonts and other graphics standards. They typically last 2-years because that's all the time they need to redesign the website, logo, collateral etc.

In others, it's used as a shorter version of the actual title for the highest marketing position - and that might be "director of marketing". Not really a C-level position but what the heck, right?

And in others, it's the position that's responsible and accountable for trying to put together the plans necessary to achieve the organization's goals and objectives - but lacking the authority to get other C-level and key leadership positions into the same room in order to get an effective plan put together.

For example, in one organization we worked with, the service, sales, and product development departments refused to participate in meetings to develop a marketing plan because "...we have our own plans and goals, let marketing write their own plan like we did for our departments..."

In that same organization, a few months into the new year, the folks from product development announced at the weekly "leadership" meeting that "...the new product is ready to launch!"

Unfortunately, it was the first time sales, service and marketing had heard of this new product so it was a situation of whether to launch internally so everyone understood what the product did, how it did it, how to sell it, service it, promote it. Or go directly to market and figure that stuff out along the way.

Betcha can't guess that the CEO, CFO, and head of sales made sure the new product launched ASAP because of their own revenue projections which were based on what one can only imagine included legal and illegal substances.

And betcha can't guess that the new product launch was a terrible failure.

Why? How? 

How Many New Product Launches Fail - It's Not the Marketing Department's Fault

Well, product development developed the product in a vacuum. They built it because they could, not because it solved an unmet or under-served need in the market. So it was like some existing products in the market only with fewer features and fewer capabilities.

Oh, and they developed it "for everyone" which is always a key to success. (#sarcasm)

Fortunately the CFO took things to the next level by setting a price that they felt was appropriate - which is CFO speak for "...when I plugged in this price along with this number for sales, the total was just enough to cover the 15% annual growth rate I had pulled outta my ass a few months ago!"

The end result was a price that was 20% higher than the market leader - and the market leader's product offered more features and benefits to the user.

Oh, yeah, the competition developed their product for an audience with unmet or underserved wants and needs - versus "everybody".

Next in this hit parade is service/support - they didn't know the new product was being developed so they didn't have a process or plan in place for training and preparing their team members. When they learned about the product launch, they had to rush training and preparation which had a negative impact on current customers and demand as well as some problems installing and supporting the new product for the first 90-days it was in the market.

That all said, sales got out there and rang up the sales.

How?

Easy, the 1-2 punch of over promising and offering substantial discounts. Most of the prices settled upon were below cost which might scare some CFOs but this one knew that the company could "...make it up in volume" - or, by creating a new rate for service and support.

(Imagine, if you will, a service rep that was $50 per hour and capable of solving problems is now standing in front of your new purchase, unable to help but explaining that the new service rate for the firm to be unable to solve your problem is now $150. Ah, the word of mouth sure helped marketing!)

For many organizations, marketing is only promotion...or as others in those organizations like to say "...marketing is about lead generation." This holds true until sales fail to hit its goals, then marketing is the cause of failure for others not under marketing's area of authority or perceived responsibility. 

Some of you are probably thinking "...hey, work with sales on the definition of a qualified lead..." but remember, sales have already told marketing "...thanks but no thanks."

Product sucks. Pricing sucks. Distribution sucks. Sales sit around waiting for buyers to walk in with a bag of cash, pointing at whatever it is your business sells, screaming "Gimme gimme gimme!"

And the CEO sits at the head of the table screaming about how the company needs revenue while ignoring the fact that it also needs a leader that brings people together, focused on the same mission and vision. (As several CEOs have explained to me over the years, watching the conflict and allowing people to "deal with it on their own" was "fun to watch". Think Ancient Rome and the Colosseum.)

Ah well, must be marketing's failure to rise above this cavalcade of crazies that's to blame for so many businesses failing. And at the head of the marketing unit is, of course, the CMO.

Now, in "Death by Powerpoint: Why Most CMOs are Failing to Plan (and Planning to Fail)!", the author suggests the Chief Digital Officer be placed above the CMO on the food chain so the CMO can focus on logos, color palettes, and fonts.

As you might have guessed by now, my response is "No."

My reasoning for that is a new name is not the answer. Fix the problem(s), don't ignore them and think a new position is going to walk in a cure what's ailing you.

Come together, right now...

I am not a Beatles fan but the lyrics here strike me as extremely relevant.

Get everyone together, working together. As a team. A cohesive unit focused on leveraging each other strengths, downplaying each other's weaknesses and consistently delivering unique value to a segment of the population with a share unmet or under-served want or need.

Silos are known to cause problems, yet they are allowed and sometimes cultivated in certain organizations. Put an end to them.

And get the right people in the right positions. You need a senior marketing professional on the team to handle audience identification and segmentation. Competitive analysis. Market intelligence. Positioning. Pricing and distribution. Product development. Promotion...which includes sales.

If you don't have that person, the answer is not "create a new position and try to find someone who can do all those things." The "new position" is not relevant - it's the person and the team that they are part of that is relevant.

You wouldn't go out and hire a "Chief Revenue Officer" and "Chief Expense Officer" to do what your "Chief Financial Officer" isn't doing - why in the world would you do that with the senior marketing position?

Thoughts? Comments? Recommendations?



Tags: Marketing
Category: Marketing

Fatal error: Call to a member function getUserUserBio() on null in /home/dwsass5/public_html/packages/problog/helpers/blogify.php on line 370