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Susan lintonsmith cmo quiznos the cmo solution guide

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— SUSAN LINTONSMITH,CMO, Quiznos
The CMO Solution Guide for Building a Modern Marketing Organization143AGILITY1.Establish funds for experimentation.2.Form empowered cross-functional teams.We have a big cross-functional team of analytic folks as well ascontent and asset creators huddled up in team rooms every daylooking at the performance of the content that we put in market forthe Future Ready campaign. They are trying to use agile approachesto make real-time changes.— KAREN QUINTOS,CMO, Dell3.Develop “test-and-learn” programs.Pilot is my favorite word — trying something new with the intention oflearning and knowing it may fail. People are more willing to support apilot than to completely change the way we are doing things today.— SNEHAL DESAI,Global Business Director, Dow Water & Process Solutions, Dow Chemical4.Model decisive behavior.We’ve had a playbook that has been well honed, very effective,time proven; but we recognize that the world is changingand the consumer is changing. And effective as this mightstill be, is it sufficiently following the consumer? So how dowe evolve our playbook and recognize the changing world?— PETER HORST,CMO, The Hershey Company
The CMO Solution Guide for Building a Modern Marketing Organization15Being on the hook to produceresults is nothing new forCMOs. But the bar is beingraised. “The transparency ofthe world is unfolding insidecompanies as much asoutside. It’s pretty clear whois carrying the meat up thehill. I don’t think it used tobe that obvious,” says KathyButton-Bell. The analyticstools available today havecreated an expectation thatunderstanding how results arebeing produced, or not, willbe more easily determinedthan in the past. Thisexpectation is being pusheddown to every level in themarketing organization.As a result, CMOs are instillingthe sense of accountability innew ways.1.Keep everyone focused on the top-level goals by using appropriate information.Accountability is becoming more important because the CEO and thehead of sales demand it.— GRANT JOHNSON,SVP of Enterprise Software Marketing, Lexmark2Establish the right measures and report on them.I can measure everything today, and that is both a blessing and acurse. The curse is you have to decide what the most important thingsare to measure to demonstrate accountability.— HEIDI MELIN,CMO, Plex Systems3.Instill a culture of personal accountability.In order to be effective, marketers need to have credibility. Becausethey have to do a lot of leading by influence, they have to do a lot ofaligning and engaging and evangelizing, and that only works whenpeople trust you. They only trust you if you deliver the goods and areaccountable; you do what you say and you say what you mean.

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Term
Fall
Professor
Thomas Byrnes
Tags
Marketing, Experience, CMO, Modern Marketing Organization

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