RMS: The Key to Make Sure the C-Suite Embraces Your Marketing Plan

One of the key challenges I see with many heads of marketing is the lack of the ability to communicate the value of marketing’s efforts in terms of business value. This gap translates into a fundamental challenge of ensuring the executive ranks and line of business owners are engaged in your marketing planning efforts. As I say all too often, if you plan marketing in terms of activities (e.g., website traffic or MQLs) then you are tactic of the business. But if you plan marketing in terms of revenue or growth then marketing has a seat at the c-suite table.… Read More

3 Traits Great B2B CMOs Must Have

Once a quarter I have a group conversation with several mentors. They mostly are CEOs and CROs at mid-market and enterprise companies. But a recurring discussion that comes up is: what makes a great CMO in B2B. Over the years, I evaluated hundreds of marketing leaders for a company’s c-suite or board of directors There are certainly three traits that I see regularly show up in great marketing leaders. Trait #1: Great Storytellers Marketing is storytelling – both internally and externally. And much of marketing leadership is about telling your brand’s, your team’s, and your product’s story. And great marketing leaders… Read More