Sometimes the behavior of an organization is driven by the undocumented DNA of its culture. In other cases, the leadership makes it crystal clear that the company’s purpose is supported by the brand’s promise to its customers and the marketplace at large. A great example of this is Amazon’s pledge […]
I was able to meet up with Bob Fair at Teradata Corporation in Dayton Ohio a few weeks ago. He agreed to share some of his lifelong experiences as a leader in various C-level capacities in the B2B tech space, including his current role as Chief Operating Officer. We both […]
Digital marketing is truly a Wild West frontier, with marketers today facing unprecedented opportunity – and obstacles. When encountering an obstacle, you have two choices. You can bang your head against it, trying the same thing over and over, and see if eventually goes away. Or you can find a new path around it.
Throughout the years, I have had the opportunity to observe David Raab’s introspective approach to marketing technology. He is a well-established thought leader who digs deeper than even the best industry analysts. I interviewed him recently, and I thought you would appreciate what makes David tick and why so many tech leaders listen when David speaks.
Most CEOs don’t think their investments in marketing show measurable results. According to a recent survey, 73% of CEOs believe marketers don’t understand finance, and can’t prove marketing’s financial contribution. Thus it’s more important than ever before for CMOs and marketers to build a strong partnership with CEOs and the C suite. That’s essential to receiving the budget marketers want, and respect in the boardroom.
Marketing can be seen either as a cost or investment. It is wise for marketers to be seen as an investment associated with making money and avoid being seen as a cost that risks being cut by companies. In order for marketing to be accepted as an investment, it must prove its incremental profit.