Marketing for CEOs Covers Three Important Areas:
Customer Lifetime Value
What Sits in Marketing
Hiring a Future-Proof CMO
Marketing vs. IT
In-house vs. outsourced
Major Opportunities and Threats Facing Marketers
Many chief executives lack the understanding they need to make critical decisions about marketing technologies and strategies... and the people who implement them. Marketing for CEOs takes leaders on a trip through the world of marketing:
What customer lifetime value is and why you should care
What parts of old school marketing still work
What organizations should outsource…and what they never should
A fresh iterative process for creating and testing media
Strategies for finding and crushing inefficiencies
When to fire your CMO...and how to hire a new one
The CEO's role as "brand steward”
Is it time for you to fire your CMO? Yes? No? Maybe? Read Marketing for CEOs, now.
Bridging the CMO-CIO chasm
By 2017, CMOs will spend more on IT than do CIOs. That might not be a bad thing. According to CEB’s “Marketing Investments Benchmarks” report, CMOs spend only 10% of their functional budget on IT, but devote more of that spending to IT innovation than the IT department does. So more CMO IT spending might actually lead to greater innovation in IT.
As technology becomes a bigger player in sales, CMOs are relying on different players to help them understand networks, software, and all the rest. According to a recent Gartner Digital marketing Spending Survey, 70% of companies have a chief marketing technologist—an expert in marketing communications tech—on the payroll. A full 80% of CMTs report to marketing, not to IT.
About the Author
A former British Army captain with the Royal Engineers, Ben Legg led the military engineering organization that relieved the Siege of Sarajevo in 1995 and was also stationed in Germany, Canada, Cyprus, Northern Ireland and Poland. After leaving military service he joined McKinsey & Co., then Coca-Cola, where he rose to lead more than 12,000 people in the company’s India operation. He then went on to become COO of Google Europe—defining revenue strategy for all advertising products, leading global initiatives to test and scale new revenue opportunities, and doubling revenue in three years. Since 2011, he’s been CEO of Adknowledge, a digital marketing company that is redefining video, social media, mobile advertising and Big Data. An obsessive and seemingly effortless distance runner, Ben lives in New York.