The last two posts, an “Open Letter to CMOs” and an “Open Letter to Buyers” have triggered a large number of pretty intense conversations about the frustrations that you’re feeling today around the disruptive impact social media is having on your markets. It’s disruptive, not because of the technology, but because of the impact it’s having on your relationships with your buyers, their perceptions of your organization and their desire to want to begin or continue to do business with you. The fear and the uncertainty that you’ve shared with me is not knowing what impact this disruption will ultimately have on your company’s reputation, revenue, market share, the quantity and quality of the relationships with your buyers, if you were to just continue down the same path you’re on today.
Posts Tagged ‘CMO’
It has been awhile since I wrote my last open letter to the SEC, but my goal with these is to summarize important trends that I see consistently across the executive members within the group in a way that helps highlight major strategic challenges. Continue reading “Recent Social Executive Council Post: Open Letter to CMO’s” »
There is an old joke about CEOs, this is the CMO version…
A newly hired CMO arrives on the first day to find four numbered envelopes on the desk with a note that says “open in case of emergency” left by the last position holder. Bizarre, but soon forgotten in the hum of the first day and subsequently buried in the piles of stuff over the following months. Those months are a blur of activity, getting up to speed, assessing the team, evaluating the activities, working with the executive team, etc.
After a few more months, the honeymoon period wanes as things start to solidify and the CMO begins to feel the pressure to produce immediate results. Sales have been flagging, sales is complaining, the board is restless, and the CEO is less patient. The CMO remembers the envelopes and finds them buried under stacks of papers on the shelf. Now, unsure that this point constitutes an emergency, but the CMO remembers the grilling in the last senior management meeting and thinks “now or never”. Upon opening, there is a single line, “Fire the Agency and Rebrand”.