Susan lintonsmith cmo quiznos the cmo solution guide

— SUSAN LINTONSMITH, CMO, Quiznos

The CMO Solution Guide for Building a Modern Marketing Organization
14
3
AGILITY
1. Establish funds for experimentation.
2. Form empowered cross-functional teams.
“
We have a big cross-functional team of analytic folks as well as
content and asset creators huddled up in team rooms every day
looking at the performance of the content that we put in market for
the Future Ready campaign. They are trying to use agile approaches
to make real-time changes.
— KAREN QUINTOS, CMO, Dell
3. Develop “test-and-learn” programs.
“
Pilot is my favorite word — trying something new with the intention of
learning and knowing it may fail. People are more willing to support a
pilot than to completely change the way we are doing things today.
— SNEHAL DESAI, Global Business Director, Dow Water & Process Solutions, Dow Chemical
4. Model decisive behavior.
“
We’ve had a playbook that has been well honed, very effective,
time proven; but we recognize that the world is changing
and the consumer is changing. And effective as this might
still be, is it sufficiently following the consumer? So how do
we evolve our playbook and recognize the changing world?
— PETER HORST, CMO, The Hershey Company

The CMO Solution Guide for Building a Modern Marketing Organization
15
Being on the hook to produce
results is nothing new for
CMOs. But the bar is being
raised. “The transparency of
the world is unfolding inside
companies as much as
outside. It’s pretty clear who
is carrying the meat up the
hill. I don’t think it used to
be that obvious,” says Kathy
Button-Bell. The analytics
tools available today have
created an expectation that
understanding how results are
being produced, or not, will
be more easily determined
than in the past. This
expectation is being pushed
down to every level in the
marketing organization.
As a result, CMOs are instilling
the sense of accountability in
new ways.
1. Keep everyone focused on the top-level goals by using appropriate information.
“
Accountability is becoming more important because the CEO and the
head of sales demand it.
— GRANT JOHNSON, SVP of Enterprise Software Marketing, Lexmark
2 Establish the right measures and report on them.
“
I can measure everything today, and that is both a blessing and a
curse. The curse is you have to decide what the most important things
are to measure to demonstrate accountability.
— HEIDI MELIN, CMO, Plex Systems
3. Instill a culture of personal accountability.
“
In order to be effective, marketers need to have credibility. Because
they have to do a lot of leading by influence, they have to do a lot of
aligning and engaging and evangelizing, and that only works when
people trust you. They only trust you if you deliver the goods and are
accountable; you do what you say and you say what you mean.