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This is a summary presentation of the findings from an Executive Insight report produced by Truman Company in association with The CMO Club. The presentation highlights top-of-mind issues for CMOs and where they are focusing their energy and attention in 2009.
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INSIGHTS FROM CMOSMay 2009
TRUMAN COMPANY
CHIEF MARKETING OFFICERS
In the Spring of 2009, Truman Company held conversations with CMO Club members to gain insight into their key challenges and priorities.
This presentation, given at the May 2009 CMO Club Summit, previews the key findings.
TRUMAN COMPANY
Mitch Bishop Phil Clement Jean Foster
Mike Hogan Chuck Martz Heidi Melin
Ram Menon John MoserMargaret Molloy
CMO
CLUB
LEA
DERS
CMO PULSE
Drive the Business With the Voice of the Customer
TOP 5 THINGS
TRUMAN COMPANY
“Marketing has responsibility for the voice of the customer.”
“It’s marketing’s job to make sure that the consumers are at the
center of the process.”
CUSTOMER-CENTRICITY
TRUMAN COMPANY
TOP 5 THINGS
Link Marketing Investments to ROI and Business Value
TRUMAN COMPANY
ROI AND BUSINESS VALUE
“Every time I sit down in front of the CEO or the CFO, I should act
like I’m pitching an idea to venture capitalists.”
TRUMAN COMPANY
TOP 5 THINGS
Be an Agent of Change
TRUMAN COMPANY
AGENT OF CHANGE
FROM TO
Selling Products Selling Relationships
Technology-Centric Customer-Centric
Mid-Level Buyer C-Suite Buyer
Marketing as Expense Marketing as Investment
TRUMAN COMPANY
Engage Internal Stakeholders as Customers and Investors
TOP 5 THINGS
TRUMAN COMPANY
INTERNAL STAKEHOLDERS
“Spend 50% of your time educating your internal stakeholders on the value of marketing, and speak in
their language.”
TRUMAN COMPANY
TOP 5 THINGS
Drive Short-Term Revenue with a Long-Term View
TRUMAN COMPANY
SHORT AND LONG TERM
“The number one challenge as a marketing leader is striking the
right balance between the longer-term strategic focus and
shorter-term initiatives.”
TRUMAN COMPANY
WHERE TO FOCUS
Motivate team through business
value
Know your customers
Create customer stories &
insight
Rewardcustomer
loyalty
Drive marketing as business growth
opportunity
Understand ROI
Sell internally
Sweat the details
Visit customers
Drive short-termrevenue
STRATEGIC
EXTERNALTA
CTIC
AL
INTERNALTRUMAN COMPANY
WINNING IN THIS ECONOMY
“The best ideas”“Agility and response time”“Process to bring new products to market”“Doing more with less”“More demand-generation vs. awareness”“Be closer to the field sales organization”“Target our customer better”
TRUMAN COMPANY
MEASUREMENT
“Data is the rock that I stand on with regard to sales.”
“If you can’t measure it, don’t do it.”
TRUMAN COMPANY
LINE OF SIGHT
“Marketers need to build credibility by providing a clear line of sight for every marketing dollar spent through to the results.”
TRUMAN COMPANY
SEAT AT THE TABLE
”The ability to demonstrate deep understanding of the customergives the CMO a seat at the table.”
TRUMAN COMPANY
MARKETING = SELLING
“I don’t talk about marketing much.
I talk about selling.”
TRUMAN COMPANY
DIALOGUE
”Customers do not want to be marketed to; they want to be involved in an authentic dialogue.”
TRUMAN COMPANY
INSIGHTS FROM CMOSMay 2009
Available on The CMO Club Member Site
Thanks to Pete Krainik and all of our participating CMOs!
Mark Bonchekmbonchek@trumancompany.com
www.TrumanCompany.com
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