Marketing Secrets 101

27 12 2012

One of the members of the CMO Newtwork on LinkedIn asked the question “what is the biggest marketing secret you’ve discovered over the course of your career?

Needless to say there were lots of answers. What I found interesting was the wide variety of answers, some bordering on the tactical, others on the strategic, and others on the interpersonal.  Some focused on customers, some on the concept of samples and giving things away for “free trials,” while others suggested that organizational alignment was critical.  All the answers make sense.  Clearly everyone’s perspective is colored by their unique position in an organization as well as what has brought them success in the past.  As a CMO and C-level executive, I have my perspective.  Here are my three “secrets” which when you think about it, are nothing more than commonsense put in perspective of my company’s goals.

I always believed that the CMO is the linking pin from the outside (customer) world to the inside (production) world of the company.   This is a vital role.  Therefore my first secret is:  listen to your customer!!!! Make sure you understand what your customers want – and yes, even if they change their mind you will know it- and develop a product and product architecture to solve those needs.  Be visible with to your customers.

Second, surround yourself with energy- the energy and intelligence of others – in marketing or outside marketing- that can contribute to an innovation mindset.  Ideas are the lifeblood of marketing and you should continue to press for new ideas.  You don’t have to act on them all but you should at least catalog them and act on those with the highest priority.

The final marketing secret has to do with the real role of the senior marketing executive e.g. CMO, and in turn, other marketing colleagues.  That secret, which has to be continually on the mind of the CMO specifically, is to think strategically – be an alter ego to your CEO- and execute tactically.  That means thinking about EBITA as well as top line growth.  EBITA is the lifeblood of all companies from the largest to even the smallest.

In reviewing the dialog, I developed the following framework in which to think about marketing secrets.   The “secrets” can be catalogued into one of four quadrants and depending on the company, its goals and objectives, different secrets.

marketing quad

There are many more “secrets” to being a successful marketing exec but hopefully these will start stimulating discussion.We can use this framework to catalog the different secrets.    If you are finding    too many secrets in one area, then assume that you are missing something in an overall plan.  Again, the answer will vary based on the company, the context and to which marketing level you are speaking.

david

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3 responses

28 12 2012
mytreetv

Reblogged this on Trace of Love.

18 05 2013
Shannon Matwiyoff

to piggy back your advise, David, treat everyone as your customer. Be inquisitive and authentic. If you genuinely want to help make a difference, that shows and people are drawn to that passion and sincerity. It’s there I’ve seen sparks ignite in marketing – when you truly ignite someone else’s mind and heart. Thanks for sharing! Sincerely, Shannon Matwiyoff; President KNoodleIt

7 08 2013
Barbara Gray

In regards to your first secret, I think the Sales team and Sales Leadership would argue that they are the “linking pin” to the customer and outside world; they have the intimate relationship and own communicating their needs, etc. I find organizational structures interesting when looking at the role and relationship of the Marketing leader and Sales leader.

Barbara

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