Without the buy-in and support of the CEO, marketers aee in danger of being sidelined. Here, we look at how marketing leaders can win the trust of their chief executive
They are two of the most important functions within any business, but it seems that for many organisations, the gulf between executive management and marketing remains as wide as it has ever been.
The 2013 Marketing Performance Management Survey released by Forrester, ITSMA and VisionEdge found less than 10 per cent of top executives relied on marketing input when making significant business decisions or setting strategy. This means there is still plenty of work for marketers to do if they want to win the respect of fellow senior executives.
Head of digital and marketing at information management consultancy InfoReady, James Forbes, says he has heard two clients refer to marketing as the ‘colouring-in department’ in recent weeks.
This article is only available for subscribers. Sign up now for free and get free access to premium content from ARN, CIO, CMO, Computerworld, IDG Education, IDG Government, and IDG Health.
While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?
Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.
Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.
In Episode 11 of this new podcast series, BrandHook MD, Pip Stocks, talks with Australia Post chief innovation officer and former CMO, Greg Sutherland, about how brand reputation today is built on what customers say, why that’s reflective of experience, and what AusPost is doing to tackle that.
Nice post Brad! very useful information. The retail stores are really mean for every brand I am agree with you. Now Online Service Market...
Srialto
The rise of online retail marketplaces and what they mean for brands
Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants
Fab Capodicasa
What it's taking for Edible Blooms to grow a stronger personalisation strategy
Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...
Jason Smith
Australia Post earmarks $20m for Australian ecommerce innovation investment
For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...
Janice Morgan
7 ways to run your marketing department like a software startup
Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...
GreatDayTo
Why Aussie Home Loans is embracing digital transformation