How CMOs Sharpen Their Saws
Once there was a woodchopper who was too busy trying to cut down trees to stop and sharpen his saw. Clearly, this guy wasn’t among the 40 CMOs we heard recently at The CMO Club Summit, who were united in their desire to sharpen their collective skill set by sharing insights like the ones below.
1. Fix the Customer Experience First
Frances Allen, CMO of Denny’s Corp, explained, “The actual experience in restaurant outweighs anything we can do in marketing.” Consequently, after repositioning Denny’s as “America’s Diner,” Allen worked with her counterparts to “retrain staff to make the [restaurant] experience better” before launching a new campaign. Is your customer experience up to snuff?
2. Admit Your Mistakes
Mary Ann Fitzmaurice Reilly, SVP, Consumer Marketing and Engagement, American Express OPEN, made a compelling case to her fellow marketers for conducting customer engagement with a new sense of humility. After angering some of their most loyal small business customers during the recession, “it was important for us to say we’re sorry,” she explained, adding, “We created a customer advisory council to look at complaints after that.”
3. Even Modest Loyalty Programs Can Work
Ashley Sheetz, CMO of GameStop, helped build the highly sophisticated, data-driven PowerUp Rewards program that now has 20 million paying members (a $14.99/year membership) who account for a whopping 75% of sales! Lauri Kien Kotcher, CMO of Godiva, described a less robust email-driven loyalty program that nonetheless has helped increase monthly store visits with the simple promise of a free piece of chocolate.
4. Get to Know Each Board Member
Paula Puleo, CMO of Michaels, advised her fellow CMOs to really get to know why each board member is there and figure out what is important to them. Because “everyone is a marketer” and “everyone wants to be useful,” a CMO who is unprepared for all this enthusiasm will be particularly vulnerable, cautioned Puleo.
5. B2B Brands Need to Humanize Their Marketing
“Buildings don’t buy products—people do,” remarked Jonathan Becher, CMO of SAP, as he made the strong case for all marketers—not just the B2C variety—to focus on engaging in real conversations on topics of interest to individuals. For Becher, acting more like a B2C brand also means simplifying marketing, humanizing the brand and developing measurable communications, all of which he has done to great effect during his tenure at SAP.
5 tips for CMOs to sharpen their skills, from @DrewNeisser 
http://www.psfk.com/2013/05/drew-neisser-cmo-job-strategy-ti... via @psfk
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- marketing managers
- marketing directors
- brand managers
- brand directors
- VPs of Marketing and VPs of Brand Management
- CMO - Chief Marketing Officers
The group will discuss topics relating to the challenges of marketing professionals responsible for marketing, branding, internet marketing etc. in medium sized and large organizations.
Check out the Moderator blog here:
http://www.michaelleander.com/
Check out our marketing seminars and events
http://www.markedu.com/web-seminars/
Members are frequently offered to participate in virtual and physical events.
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Keywords:
Marketing, marketing strategy, international marketing, direct marketing, marketing automation, customer life cycle marketing, email marketing, permission marketing, multichannel marketing, database marketing, branding, brand management, mass marketing, marketing manager, marketing director, campaign management, marketing metrics, marketing KPI, dialog marketing, dialogue marketing, marketing tools, marketing HR, internet marketing interactive marketing, customer experience, experiantal marketing, marketing communication, customer relationship management, CRM, lead relationship management, loyalty marketing, marketing group, international marketing managers, VP marketing, marketingboss TV, meemoo2 marketingboss, member discounts, marketing events, marketing seminars, marketing webinars, marketing trends, marketing tips, marketing tricks, moderated by, michael leander, marketingtelly, markedu
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