I liked today’s article by Kate Maddox, "Embattled CMOs share strategies," which gives highlights from the CMO Summit last month. During the summit, senior marketing executives were challenged to improve the influence of marketing by building more efficient and accountable marketing organizations.
Sridhar Ramanathan (a CMO Council Member), over at the Pacifica Group Blog, shares a collection of ideas that stood out to him during the conference in his post Gold Nuggets from the CMO Council Summit Here’s one of the nuggets that Sridhar captured:
"Marketing is here to do one thing—impact topline and bottomline. I strongly recommend forging alliances with your CIO and CFO because they understand process and metrics way better than you do. And focus on leading indicators like [sales] leads not trailing indicators like sales.” – Christine Heckart, GM, Microsoft TV