The Blog
From Charity to Parity

From Charity to Parity

15th Jun 2018

CMO

Taken from our US CMO Event, March 2017

Earning your fair share of the corporate budget

Rachel McClary, PhD

Perception

What does a CMO do?

What my friends think I do- fly on my own private jet swilling champagne

What it’s really like- Sit in airport waiting rooms alone

What my daughters think I do- Surf the internet

What management thinks I do- Burn money

What I think I do- Hurd cats

What I really do- Pulls rabbits out of hats

How do we get there?

Elevate the Conversation

Organise & simplify

From reactive to proactive

From tactical execution to strategic contribution

Organise & Simplify

People- Message- Framework- Delivery

People

Optimise spend and focus on the work

  • Focus on work to get done
  • Remove redundancy
  • Identify gaps
  • Prioritise

From silos, to Strategy, Planning & Operations, Global Campaigns & Content, Digital Strategy, Product & Solutions Marketing and Global & Corporate Events spread across APAC, NA, EMEA & LATAM

Message

Move from product to solution

  • Elevate the conversation
  • Inside/Out to Outside/In
  • Build hooks to solutions

Moving to Collaborative Innovation with Customer Business Objectives at the heart of it to deal with Managing Risk, Driving Efficiencies, Reinventing the business, Growing Revenue and Helping the Customers.

Framework

Win share of corporate budget

  • Work and spend
  • Associated Metrics
  • Easily understood & believable reporting

Leading to clear Marketing Priorities:

  • Thought Leadership Awareness (Voice)
  • Demand Generation (Leads)
  • Sales Enablement (Positioning)
  • Sales Acceleration (Time to Close)
  • Loyalty (Relationship)

What does it all mean?

People- Optimise spend and focus on work

Message- Move from product to solution

Framework- Win share of corporate budget

Delivery- Shift from short order cook to chef

 
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