CMO Archives - Pagina 5 van 11

Your 2020 Marketing Plan the Kondo Way (Or How to Avoid CMO FOMO)

Posted on 18/09/201915/04/2021 by Alva van Beek

It’s that time of year again—when some CMOs have realized that the marketing plan they finalized at the start of the year has gone sideways. Maybe there was too much in the plan to begin with, or maybe company and market changes happened, making the plan less relevant.

It’s easy to feel stressed out by plans that don’t work out. Often, the source of that stress is the fear of missing out (FOMO), a condition that affects us all, even professionally.

For CMOs like me, FOMO can be related to missing out on trends, technologies, and buzzwords (what even is a “micro-moment”?) that our competitors might have mastered before we realize how our perfectly laid plans have changed. And marketing FOMO can lead to marketing overkill: doing too many things at once with the belief that going to market with “more” is better.

It isn’t. Because plans always change. Always.

Taking strategic inspiration from the master of tidying up, Marie Kondo, I now focus on looking over my marketing plans and efforts with a critical eye, asking “Will this marketing effort spark results? Does it spark joy?”

Lees dit artikel op Marketingprofs

Marketers need more sense to stem the tide of CMO firings

Posted on 16/09/201915/04/2021 by Alva van Beek

This year saw a record number of top marketers being fired. The CMO brand is under attack. More worryingly, as everybody seems busy with digital porn, marketers are losing C-suite traction. I don’t want to sound overly negative, but this stuff is real.

Belkin, Beats, Citi, Coty, Cisco, Dropbox, EY, GAP, GNC, Intuit, Hitachi, JC Penney, Johnson & Johnson, Kellogg’s, Kimberly-Clark, Kraft Heinz, Lyft, Marriott, McDonald’s, Mitsubishi Motors, Mondelēz International, Netflix, Nissan, PayPal, Rite Aid, Samsung, Sephora, Sisheideo, Subway, Suntory, Spotify, Taco Bell, Ticketmaster, Tyson, Uber, Walgreens, Wendy’s – these are just a few brands from consultancy Spencer Stuart’s latest CMO movements list (‘movement’ is their term for firing).

Lees deze column van Thomas Barta op Marketingweek

Thecla Schaeffer naar Tony’s Chocolonely

Posted on 02/09/201915/04/2021 by Alva van Beek

Thecla Schaeffer (44) is per 1 september aangesteld als head of marketing bij Tony’s Chocolonely. Ze wordt verantwoordelijk voor het merk wereldwijd. ‘Het verhaal van Tony’s wereldwijd vertellen, blijven vertellen, is daarbij het allerbelangrijkst. Tony’s is immers geen chocoladebedrijf dat impact wil maken, maar een impactbedrijf dat chocolade wil maken.’

Alle marketeers bij Tony’s, zullen gaan rapporteren aan Schaeffer. Schaeffer zelf rapporteert aan directeur en eigenaar Henk Jan Beltman, ofwel de Chief Chocolate Officer.

Lees dit artikel op Adformatie

Top Ten Results From The CMO Survey – August 2019

Posted on 29/08/201915/04/2021 by Alva van Beek

Here are my top ten results from the August 2019 CMO Survey. These results are based on a sample of 341 top marketers at for-profit U.S. companies, 95% of whom hold the position of VP-level or higher.

#1—Marketing Budgets: Marketing budgets are expected to grow by 8.7% in the next year-nearly reaching the 8-year high of 8.9% from 2017. This compares to a 6.3% actual increase in the last year. Consistent with this, marketing budgets as a percentage of overall firm budgets match the highest level in history of The CMO Survey at 12%, which is also 9.8% of overall firm revenues.

#2—Marketing Leadership: Three important findings related to marketing leadership emerged from the August 2019 CMO Survey.

Although 73.5% of marketing leaders are unlikely to use their brands to take a stance on politically-charged issues, this percentage is trending down from the 82.6% who reported being unwilling in the February 2018 Survey. B2C companies are most likely to take a stance.

Lees dit artikel bij Forbes

Michel Schaeffer, oud-marketingdirecteur Bol.com, overleden

Posted on 26/08/201915/04/2021 by Alva van Beek

Michel Schaeffer, voormalig marketingdirecteur van Bol.com, is afgelopen woensdag 21 augustus op 51-jarige leeftijd overleden aan de gevolgen van een onverwachte ziekte. ‘Hij had een sterke strategische visie waarmee hij de richting van Bol.com gedurende veertien jaar mede heeft bepaald.’

Hij begon op 6 maart 2001 als marketing directeur bij Bol.com, toen nog een bedrijf met een paar honderdduizend klanten. ‘In 2003 sloten we ons als directie op in een vergaderzaal en besloten we ter plekke dat 250 miljoen omzet in 2015 een mooi ambitieus doel was,’ vertelde Schaeffer destijds aan MT. ‘We staarden naar het papier en vroegen ons af of dat niet een veel te hoog doel was.’ Uiteindelijk werd dit doel bereikt in 2009. Naast marketing was hij ook voor propositie-ontwikkeling van het bedrijf verantwoordelijk. Ook ontwikkelde hij het platform door ‘Verkopen via Bol.com’ (losse ewebwinkeltjes via de hoofdwebsite) te introduceren en zorgde hij ervoor dat het merk ook in Vlaanderen populair werd. Intussen is het platform als zelfstandige entiteit opgenomen binnen Ahold Delhaize.

Lees dit artikel op MarketingTribune

Marketers’ only shot at influence is to embrace the CMO title

Posted on 25/07/201915/04/2021 by Alva van Beek

Let’s be honest, all those league tables that rank chief marketing officers are a little suspect. How do you decide whether the senior marketer at Asda is better than the woman in charge at KFC?

In reality, there is a simpler and more practical measure for a CMO – the Saatchi method. During the 70s heyday of Saatchi and Saatchi, Charles Saatchi would review the creative output of his teams with one of two words. Either the draft creative was shit. Or it was brilliant. There was no other option.

And the same polar scale can usually be applied to CMOs. Ask around town about a famous marketing name who is running a big brand and generating plenty of headlines and it does not take long to run into someone who knows of the senior marketer and can provide the appropriate assessment.

There are very few average CMOs. Either they are brilliant, or they are shit at marketing and have navigated their way to the big job with a combination of political finesse and opportunism.

Lees dit artikel op Marketingweek

CMOs shift focus away from customer experience

Posted on 24/07/201922/07/2021 by Alva van Beek

Customer experience has long been seen as a key part of a marketers’ remit, but its importance appears set to decline, according to a new survey of CMOs. The research, conducted by Dentsu Aegis, questioned more than 1,000 CMOs globally, and found that more than half (53%) of CMOs say customer experience is one of their top three priorities this year. But its importance is set to decline over the next two to three years, with 47% expecting it to be one of their top three priorities by 2022.

Understanding consumer and market trends is also expected to drop down the priority list, with 53% citing it as one of their top three priorities in 2018 but just 47% expecting it to still be in the top three in two to three years’ time.

While the data suggests customer experience and understanding consumer trends might be becoming less important to marketers, there is a counter argument that it actually shows marketers simply have more priorities.

Lees dit artikel op Marketingweek

Rebranding CMOs as growth officers doesn’t help market marketing

Posted on 10/07/201915/04/2021 by Alva van Beek

As another big global business hires a chief growth officer rather than a CMO, will it help to reframe marketing’s role within the wider business or is there a risk of further damaging marketing’s reputation by pitching it as something separate to growth?

Kimberly-Clark has become the latest business to install a chief growth officer (CGO) rather than a CMO as its top marketer, hiring Alison Lewis, formerly of Johnson & Johnson and Coca-Cola to take on the role.

The business, which owns brands including Andrex, Kleenex and Huggies, says her responsibilities include “leading the global marketing team, building marketing capabilities, and leading the corporate research and engineering team on creating consumer-inspired innovation”. She will also play a key role in the company’s initiatives to improve commercial capabilities that drive growth.

Lees dit artikel op Marketingweek

Just Eat’s boss on the challenge of transitioning from marketer to CEO

Posted on 12/06/201915/04/2021 by Alva van Beek

Peter Duffy was just seven months into his new role as Just Eat’s first chief commercial officer when he was made interim CEO.

The company was in the middle of a management overhaul and Duffy, who has headed up marketing at EasyJet, Audi and Barclays, was given the top job. However, despite this wealth of experience he says adapting to life as CEO has been a “shock”.

“It’s very different, it’s very busy. I went from starting a job, to doing our results, to running our roadshow for all our major shareholders. It’s just a very different life that you lead versus somebody who is listening to customers and converting that into a set of customer-focused initiatives,” he explains.

Putting consumers at the centre of a company is something Duffy is clearly passionate about. No matter the question his answer nearly always reverts back to this core principle.

Lees dit artikel op Marketingweek