Archive for the ‘management’ Tag

Marketing at the Big Table

Just yesterday, I talked about a marketing management paradigm I found interesting – and potentially very useful. And today, I finally got around to reading “How to Think Like a Modern CMO.” Another great article on the changing needs and responsibilities of leading a marketing team in today’s hyper-active marketplace. Change is coming quickly and much of it requires being savvy in both technology and leadership.

From the article, this quote rings especially true with me and my organization:

“CMOs have to be both analytical and adaptable, rolling and thriving with continuous change. It’s an interesting combination of left brain and right brain characteristics, where creativity is absolutely essential to see around corners, data analysis is required to make decisions, and execution is needed to deliver actual results.”

Personally, I love this. I have a background in engineering so I really get the technology and metrics angle. I’m not nearly as strong on the “traditional” marketing areas highlighted by Mad Men. But I usually can hold my own in that arena. So I love the challenge involved.

But what really interests me is the thought that the CMO (re: marketing) is becoming more important to the success of an organization. This is not so new to consumer brands. But it is in the B2B world, especially in the tech sector where engineering or sales has long ruled.

My company is very progressive in pulling marketing in early and often. And we have a seat at the table – the monthly executive board meeting that all companies have in some shape or form. Marketing in B2B on the rise. Get ready to get caught up in the tide.

 

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Marketing Management – Enable both Innovation and Optimization

I recently read the article “The 4 quadrants of marketing management, a 2×2 model” by Scott Brinker. I found it a very interesting read.

Overall, I like this model. It’s simple yet flexible. You can customize the “marketing subdisciplines” to fit your organization or experience. And the 2×2 axis appeals to the engineer in me. 🙂4 Quadrants of Marketing Management

Perhaps my favorite quote from Scott is:

“Both are important to a healthy and sustainable business. Optimization without innovation is myopia. Innovation without optimization is the organizational equivalent of ADHD.” 

I can see uses for the model from both an organizational management perspective:

  • Where are we strong/weak?
  • Where do we need to hire?

To a personal growth perspective:

  • What are my strengths/weaknesses?
  • What do I need to learn/improve to move to another level?

You may even be able to use it to compare your team to a competitor – if you can get their information somehow. I’ll have to put more thought into that one.

At the end of this article, Scott mentions that he is still working on this model – and would love feedback/input. I’m putting some thought into my feedback (other than my quick thoughts above). And I may provide the feedback in person. He may have talked me into attending the upcoming MarTech conference he is chairing this summer!