chief marketing officer (CMO)

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Forget Everything You Think You Know About Marketing Planning

Joe Stanhope September 10, 2018
What’s the first thing that comes to mind when you think about marketing planning? An annual rite of corporate governance? A forced march of endless meetings and spreadsheets? Guessing what your customers will want and where they will want it in 18 months? Existential dread? The exact opposite of why you became a marketer in […]
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Forget Everything You Think You Know About Marketing Planning

Joe Stanhope September 10, 2018
What’s the first thing that comes to mind when you think about marketing planning? An annual rite of corporate governance? A forced march of endless meetings and spreadsheets? Guessing what your customers will want and where they will want it in 18 months? Existential dread? The exact opposite of why you became a marketer in […]
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The Key To Marketing And Sales Alignment? The Customer

Lori Wizdo September 4, 2018
B2B marketers get it. They know they need to operate across their sales and marketing silos to get beyond portfolio-centric campaigns to connect with buyers via specific, contextually relevant content that engages customers across the entire life cycle. The question is no longer why. The question is how. That’s why I am excited about the sessions […]
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Beyond The Hype, AI Will Spark A Marketing Renaissance

Thomas Husson August 30, 2018
Marketing technology (martech) vendors are heavily pitching AI. However, AI per se is not new and won’t solve CMOs’ problems overnight. In fact, many marketers use AI without even knowing it, when they use AI-powered algorithms for programmatic ad buying! The reality is that AI will scale existing data-driven marketing approaches and give modern CMOs […]
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Can Agencies Change Their Business Model Fast Enough?

Jay Pattisall August 15, 2018
Agencies Are No Longer The Exclusive Marketing And Business Partner For CMOs CMOs bring agency work in-house and aggressively manage agency fees. Global consultancies like Accenture and Deloitte target CMOs and new business and technology stakeholders with experience agency services. The agency business model is under financial attack. P&G reported saving $1 billion in agency […]
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Five Myths Of Digital Transformation: Myth No. 2 — CIOs Can't Drive Transformation

Nigel Fenwick August 7, 2018
Many people believe that digital transformation is not an IT thing. While this may have been true when applied to last century’s typical IT group, it should not be true in 2018. To be fair to anyone who believes that IT cannot lead digital transformation, I’m referring to a new kind of IT: The technology team […]
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Five Myths Of Digital Transformation

Nigel Fenwick July 27, 2018
Since I first wrote about digital transformation back at the end of 2012, the term has become wildly overhyped. Since CEOs are now at least asking about digital transformation, and every technology vendor now claims expertise in digital transformation, it’s time to burst a few of the myths surrounding digital transformation. But first, let’s recap […]
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Make Your Brand "Voice" Loud And Clear

Dipanjan Chatterjee July 23, 2018
Voice is marketing’s most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. Read Forrester’s latest report on voice to learn why voice will flourish, what that means for your brand, and how to get ready to win in the world of voice. Get Ready For The […]
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Make Your Brand "Voice" Loud And Clear

Dipanjan Chatterjee July 23, 2018
Voice is marketing’s most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. Read Forrester’s latest report on voice to learn why voice will flourish, what that means for your brand, and how to get ready to win in the world of voice. Get Ready For The […]
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Marketers, You Don't Understand How Consumers Feel About Advertising

Joanna O'Connell June 5, 2018
Marketers, you don’t know how consumers feel about your advertising, and it may be hurting you in ways you don’t understand. Did you know, for example, that some people are totally cool with personalization in exchange for something useful, relevant, or valuable to them, while others — even when they understand what’s happening with their data […]
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Marketers, You Don't Understand How Consumers Feel About Advertising

Joanna O'Connell June 5, 2018
Marketers, you don’t know how consumers feel about your advertising, and it may be hurting you in ways you don’t understand. Did you know, for example, that some people are totally cool with personalization in exchange for something useful, relevant, or valuable to them, while others — even when they understand what’s happening with their data […]
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Can CMOs Trust Consultancies For Programmatic Media?

Jay Pattisall May 29, 2018
Last week, Accenture Interactive launched a new media service called Accenture Interactive Programmatic Services. The new service will include programmatic consulting services for in-housing media, media strategy, planning and implementation, and advertising technology services. It’s the first “official” foray into media from a consultancy. The marketing and advertising trade press label the move another effort […]
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Innovation And Regulation

Thomas Husson May 25, 2018
There is no doubt that the VivaTech conference is a great demonstration of how France is catching up and embracing tech innovation with more than €2.5 billion invested in startups last year and with significant investments from tech giants such as IBM or Salesforce. In this good summary article, The New York Times looks back at […]
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VivaTech 2018

Thomas Husson May 22, 2018
From Thursday to Saturday, more than 70,000 visitors will attend the third edition of VivaTech in Paris, one of the largest digital and tech conferences in Europe. The aim is to celebrate innovation and to help startups and businesses grow. The lineup of speakers is pretty impressive, starting with Mark Zuckerberg, who will join a […]
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Marketing Innovation Requires "Process, Process, Process!" (Channeling Jan Brady)

Jessica Liu May 10, 2018
Marketing has come a long way, but it is not yet customer-obsessed. To address this gap, we’re pleased to announce the launch of Forrester’s new marketing innovation playbook. It’s time for companies to undergo a marketing makeover. This playbook guides brands through assessing four pillars: mindset, talent, process, and insights. “Marketing innovation” and “process,” you ask? […]
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Marketing Innovation Requires "Process, Process, Process!" (Channeling Jan Brady)

Jessica Liu May 10, 2018
Marketing has come a long way, but it is not yet customer-obsessed. To address this gap, we’re pleased to announce the launch of Forrester’s new marketing innovation playbook. It’s time for companies to undergo a marketing makeover. This playbook guides brands through assessing four pillars: mindset, talent, process, and insights. “Marketing innovation” and “process,” you ask? […]
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Could Your Company Benefit From A Blended Agency Model?

Jay Pattisall May 3, 2018
Forrester’s research shows that half of firms have moved some digital marketing capabilities in-house, and another third plan to do so. Whether you are a company CMO or an agency CEO, insourcing involves a lot of anxiety. Both should ask: “What does this mean for my business?” Make In-House Digital Marketing A Strategic Asset It’s […]
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AI Helps Marketers Target The Right Customers, Across The Right Channels And Content At Scale

Frederic Giron April 18, 2018
There’s a sense of urgency in Asia to capitalize on AI, not only to compete but to lead globally. Appier, established six years ago in Taiwan, is one of these firms. I recently attended its first analyst event in Taipei to better understand how the company approaches the AI opportunity and helps its clients deliver […]
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Consumer Marketing 2018 Follow-Up: Jenny Storms Answers Your Questions

Melissa Parrish April 17, 2018
One of the positive consequences of having fantastic speakers and robust conversations at Consumer Marketing this year is that we have a backlog of questions from the audience that we weren’t able to address on stage. Here are just a few of the remaining questions that fellow marketers had for Jenny Storms, CMO of NBC […]
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A Renewed Vision For WPP

Jay Pattisall April 16, 2018
  The news of Martin Sorrell’s resignation signals a crisis for WPP; its stock dropped 7% Monday and further fueled discussion of breaking up the company into smaller pieces. But rather than bend to the pressure of market volatility, WPP should take this rare moment of reflection to reinvent itself. Sorrell’s resignation ends an era, […]
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