This book contains interviews with 29 of the top marketers alive today. Most interviews lasted 60 minutes and are presented here verbatim with minor editing to ensure clarity and readability.
As CMOs increasingly graduate to the CEO role, the stories told by marketers like Brian Kenny of the Harvard Business School, Trish Mueller of The Home Depot, and Seth Farbman of Spotify, are a roadmap for driven marketing executives looking to maximize the potential of their organizations.
This book will help C-level executives and others who interface and collaborate with marketing departments to understand how marketing drives growth at both startup and enterprise levels, and how marketing has moved from art to science. Trends in digital marketing, analytics, and marketing automation have pushed marketing to adopt data-driven approaches that would make a CFO’s head swim. Marketing increasingly overlaps with business functions that were previously viewed as separate and distinct like sales, HR and recruiting, customer service, operations, and technology. This change in the status quo requires individuals in these roles to better understand how marketing works and how it can help them achieve their objectives, and the interviews in this book deliver those insights.
Who Should Read This Book?
• CMOs, other marketing executives, and aspiring marketing executives
• C-level executives
• Advertising execs, media planners, public relations professionals, digital marketers, and other marketing professionals
• Advertising agencies and marketing and PR firms
• All others who interface with marketing functions in their own roles
What the Reader Will Learn
• How chief marketing officers from leading corporations, nonprofits, government entities, and startups got to where they are today, what their job entails, and the skills they use to thrive in the CMO role
• How top marketing executives adapt to changes impacting their jobs in the areas of technology, language, and culture
• How the CMO works in an environment of ever-increasing collaboration where the roles of CEO, CTO, COO, and CMO are blurring
• How the CMO role is now dominated by data rather than gut decisions
• The interviews in this book all started with the same question, asking how the marketer being interview began his or her journey and the path that led to the role they now hold. Here is a sampling of other questions that formed the basis for these interviews:
• Give us an overview of your career. How did you get your start and what were the steps that led to where you are today?
• Who are your customers?
• How has social media, mobile, and digital marketing generally impacted your company?
• What does it mean to build customer loyalty with your target audience?
• What does the structure of your marketing team look like?
• What is your philosophy on building and managing a marketing team?
• How do you attract and retain top marketing talent?
• What do you look for in hires?
• How do you make sure your team can produce the best results?
• How do you manage relationships with other teams? What challenges have you faced? What are some wins you’ve seen?
• Do you have any experience breaking down silos, and how can a CMO facilitate that?
• How do you make sure your goals are aligned with the overall organization?
• What kind of metrics do you focus on?
• I know there’s no such thing as a typical day, but can you describe a recent work day from start to finish?
• How is globalization affecting marketing for you?
• What do you see as future growth markets?
• How do you communicate value through your marketing?
• How do you make sure you’re in touch with your customers and understand their needs and wants?
• Do you have any favorite books that have helped you be a better CMO?
• What organizations are you a member of and what value do you receive from them?
• What advice would you give to yourself if you could go back in time to when you first accepted the CMO position?
• What trends are happening in your industry or with your customers that are affecting you?
• How has your role changed since you came into the position?
• How is mobile impacting your marketing?
• Is there anything in your background that is not directly tied to marketing, but which you feel has been beneficial to your role as a marketing professional?
• What does it take to run a successful marketing campaign?
• How is the digital world affecting your marketing initiatives?
• What kind of data do you have access to and how do you use data in your role?
• What tools, such as social networks or CRM systems, have been the most helpful to you?
• What channels are you using to connect with your customers?
• What types of marketing have been most successful for you?
• Are there new forms of marketing or trends in marketing you’re excited to experiment with?
• How do you keep up with all the different marketing vendors, channels, and opportunities?
• How do you get through to consumers in a world of ad blockers where consumers have control?
• What do you see as one of the biggest challenges facing today’s CMOs?
• What advice would you give to first-time CMOs?
• What is one of the biggest mistakes you see today’s CMOs making?
• What current marketing trends do you find interesting?
• How has marketing changed over the past 20 years?
• How has marketing stayed the same over the past 20 years?
• What do you think the future of marketing will be and how will it be different from today?
• What are the skills that students should be acquiring today to prepare them to be future marketing leaders?
• What are some of the skills CMOs need that don’t get enough attention?
• What are your thoughts on marketing to millennials?
• Why does being a data-driven or data-informed marketer matter?
If there was anything unexpected that resulted from these interviews, it was how tech-savvy these executives were. These individuals are hardly the types to engage in “Mad Men”–style marketing. They are driven by data, yet also aware of the risks posed by depending too much on that data. They are always learning and progressing. Now you have the opportunity to learn from them.