What keeps a CEO up at night? What about a CMO? Each C level executive must deal with his or her own set of challenges and roadblocks.
Rollover each C level position to see the Big Five marketing issues each of them face.
CEO/COO CMO CSO CIO CFO
Wall Street growth story, believable story/strategy, too many questions, Board, Sarbanes Oxley, short-term players
People no bench, under prepared, team, resource strained no depth in people can be counted on
Time too many meetings, email hell, no time for friends and family, stay prepared/stay ahead/stay on top of present situations/change
Maintain vs. Change for the Better continuous outside analysis/opinions (Wall St., legal, government, stakeholders, board, etc.) inhibit the risk in addressing change
Growth do we really understand our markets? How to develop/keep competitive advantage? What is our competitive advantage? Leadership needs, resource needs, “we are too cumbersome”, technology partner or black hole.
Swat will: Help Senior Marketing leadership be a Big Five thought-leader and contributor whom the CEO/COOs can turn to and trust.
The CMO dilemmahigh premium on short-term results with a long-term responsibility for right strategies. No control of destiny.
Timetoo many meetings
Not on top of market changes/information or understanding of complete tool setespecially technology and new mediums
Resourcesleaders, skills, expertise, ability to execute
Conflicting needsstrategists, sales support, communication, measurement, drive vs. support
Swat will: Prioritize/implement against key initiatives for CMOwith measurement and success.
Sales! Sales! Sales! - daily, weekly, monthlynon stopresults, analysis, information, reportingnot in control
Peopleright people, trained, with skills, motivation, consultative
Marketingdrive new prospects, find new prospects, support sales process betterNEED BETTER LEAD GENERATION
Use technology betteror not
Timewith customers, with organization, meetings outside of direct responsibility/focus
Swat will: Help Senior Marketing Leadership build strong collaborative bridges between Marketing and Sales Priorities.
PrioritiesCEO, CFO, Sales and Marketing, Opsnobody happy
RiskIBM vs. alternatives, + outsource and more
Peopleskill sets for all that is new, database is less/no experience
ROIcan new initiatives support this?
Legacy/integration/implementation issues + ongoing support and costs + new generation changes
Swat will: Create processes, measurement guides and relationships so marketing and technology can and will work together.
Board + stockholders + legal
Marketingcost vs. benefits
Investmentspriorities + where is technology for marketing
ROI culturehow to align marketing and sales
Swat will: Help Senior Marketing Leadership build the marketing business cases to get the investments and resources to grow the business and brands.