Leadership/Management
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An article today in The McKinsey Quarterly (may require free registration) details the immense changes ahead for the CMO position at many companies. Depending on your viewpoint, these changes could be perceived as continuing distractions for CMO’s in what is already becoming a difficult upper management role, or it could be seen as a genuine opportunity to shape an expanded and critically-needed function in an era of new media, fragmented audience segments, almost ubiquitous brand touch points, and growing marketing complexity.
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George Colony, Forrester Research CEO, has some pointed advice for other CEOs: you better listen to your customers, and Web 2.0 savvy is a required skill set to do just that. Colony has some other advice that you’ve no doubt heard from others. The difference: Forrester has extensive research to back up these suggestions:
1. Your customers are now in control. Get used to it. Many companies are making bad decisions because of antiquated inside-out mindsets.
2. Your company website is probably broken. Forrester evaluated 1000 company websites and only gave 3% passing grades.
3. Marketing + Technology is one of the surest ways to maximize success in an increasingly web dominated world. Marketing and technology people inside and outside your company must learn to work together to ensure business results.
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Instant messaging has lost some of its sheen with the rise of text messaging, Facebook, MySpace and other social media tools, but it’s still alive – and even growing – in the workplace. The Wall Street Journal has an overview of instant messaging’s role and benefits to organizations.
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Two stories in this week’s Advertising Age appear to deliver deeply divergent viewpoints on the value of Chief Marketing Officers (CMOs). This first AdAge story highlights a soon-to-be-published study in the Journal of Marketing that demonstrates CMOs don’t have any effect on a company’s financial performance. No wonder boards of directors and business leaders are clamoring for increased evidence of ROI in advertising and marketing spending. The study accessed information from 167 public companies with revenues north of $250 million, and included some of the biggest, most active marketing organizations.
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Do you – or the communicators you know – resemble Larry King, Barney Fife, Dr. Phil, Winston Churchill or Julie from the “Love Boat”? As follow-up to his recent keynote at a Ragan conference, the hilarious and perceptive Steve Crescenzo has outlined five categories of communicators he has met over the years.
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