Douglas Rozen

Wondering what's new in the world of early-stage innovation research? Katie Sheehan's team has helped many brands use conversational research to better explore unmet needs and whitespace territories, understand their real potential in the market, and refine ideas. Register for the next Reach3 Insights masterclass webinar featuring Katie and Matt Kleinschmit to hear what they're learning and best practices you can use right away: https://lnkd.in/gwrpUxga #innovation #marketresearch #productresearch

33

1 Comment

Adrianne Pasquarelli of AdAge just published this piece with advice from veteran CMOs to rookies https://lnkd.in/e7-X_hAS This is exactly why Marisa Mulvihill and I created this quick guide for new CMOs, including What to Ask, What do Do, and Where to Look (might be time to update resources!): https://lnkd.in/er-dEYh9

7

I believe one of the most incredible thinkers in #B2Bmarketing today is Jann Martin Schwarz. There are writers who are much more than the stories they tell. These stylists deliver more than anyone else. Nabokov, Kafka, Elliot. Today I believe James Parker and his new book “Odes to Being Alive” is the greatest contemporary example. Jann shares something with them – it’s not simply the content of his argument that makes engaging with Jann so valuable. This is important because he’s famous for taking “contrarian” points of view on modern marketing challenges. He's pioneering thinking during his leadership of The B2B Institute, collaborating with brilliant thinkers like Mark Ritson, Roger Martin, and Les Binet around topics like customer promise, category entry points, etc. He’s challenged widely held assumptions around hyper-targeting and other supposed truisms of our industry. While there are incredible practical insights in this work (and I’d recommend heading to Linkedin's B2B Institute without hesitation), the way Jann thinks and considers our area of the marketing ecosystem is even more important than the content of his thinking. Finding inspiration in how Jann thinks will help ALL of your work – beyond the specifics of any given topic. I was lucky enough to spend a moment with him at The Saturnalia Chateau, where he shared incredible insights about the buying committee and the complexity of how groups make decisions. A few friends who might enjoy: Dan Rosenberg, Toni Clayton-Hine, Jessica Deckinger, Amanda St L Jobbins, Christopher Burns, Dan Petrossi, Jonah Goodhart, Patrick Reynolds, Noah Brier, Natalie Ely, Jeremy Botwinick, Hannah Budreski, Anna Griffin, Tisha Hulburd, Christi Moot, and Jeff Brooks #B2B #buyingcommittee #marketingstrategy

54

11 Comments

https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing

17

6 Comments

Excited to share my latest article published by Fast Company As CMO tenures shrink and their role becomes increasingly performance-driven due to shareholder pressure, brands risk losing their ability to create meaningful change in the world—which is bad for everyone. Check it out and let's discuss! https://lnkd.in/gqd5mW-i #Marketing #CMO #BusinessStrategy #FastCompany

81

8 Comments

Welcome to the life of today’s CMO. No longer confined to managing a brand and its messaging, the post’s responsibilities have swelled to include a host of disciplines. And some CMOs have mastered new corporate responsibilities well enough to step up to the CEO’s office. Today’s multiskilled marketers are also taking board seats at other companies—experiences that can help them evolve further as CMOs. What’s more, they can represent the customer perspective. https://lnkd.in/edTgpQzf

1

How do companies strike the right balance between empathy and education with such short windows to reach target audiences through advertising?     On this podcast, #client, Nathan Minnich, SVP @Treace Medical Concepts, and RC colleague, Brian Schwartz, join Larry Dobrow, Editor-in-Chief, MM+M to discuss using creative minds, AI and analytics to inform fully integrated campaigns that are hyper-targeted, a little quirky and most importantly, attention- grabbing. https://lnkd.in/gujafUQY

16

1 Comment

As one who interacts with CMOs all the time I can tell you this topic is at or near the top of their collective priority list. And while I am skeptical of those who espouse best practices when it comes to generative AI - only because it is so nascent - I felt compelled to share this particular piece from my fellow CMSWire scribe, Tiffany Holland Why? Glad you asked. I felt compelled for the simple fact I agree with everything Tiffany opined on, which she breaks down into four truths, which are below along with my brief commentary. Do yourself a favor and read her piece. ➡️ Truth #1: Inaction With Generative AI in Marketing Is the Greatest Risk Yes, yes and YES. If I could climb the highest mountain I would and bellow this to the masses below. This ain't the time to "sit this one out" whilst the rest of the world, AKA your competition is taking full advantage. ➡️ Truth #2: Generative AI Offers More Value Than Just Operational Efficiency Tiffany deftly writes of the "narrow view" many CMOs and marketers have of Gen AI, which "offers only short-term benefits and overlooks the true power of machine learning." Dating myself big time here but this reminded me of the late 70's campaign professing that orange juice is not just for breakfast anymore. https://lnkd.in/e95uWbex ➡️ Truth #3: Generative AI Solutions Fails in the Traditional Marketing Model "Generative AI won’t deliver its full potential if organizations try to plug it into outdated operating models." Full Stop! Read and re-read that over and over and over and then, for the love of all things Holy, do NOT blame Gen AI if you do not adhere to this sage advice. ➡️ Truth #4: Ethical Governance of Generative AI in Marketing Is Critical I love that Tiffany saved this one for last because it is THE most important truth, by far. Gen AI and AI in general, is very much akin to the wild west right now; no rules of governance other than those self-imposed. Brands MUST self-govern the way they use Gen AI if for no other reason, it is the ethical thing to do. Please share your thoughts on all of this. I love a good conversation and yes, a debate if need be. Jeanniey John Aakansha Srota Manny Shelly Lou Jeff Raja Ted Lee David Alma Dom Rhonda #ai #GenAI #cmo

18

3 Comments

Episode 45 brought insightful discussions with experienced fractional CMOs, Christine Cross and Alina Catalina Luchian. They delved into the pivotal roles and challenges faced by fractional CMOs in businesses. Here are the key takeaways: 🔹 **Role of a Fractional CMO**: - Christine and Alina highlighted their roles in bridging marketing and sales to enhance revenue, aligning marketing strategies with business objectives. 🔹 **Initial Focus Areas**: - Christine stressed the synchronization of marketing efforts across teams, while Alina emphasized solving reputation system issues for better results. 🔹 **Maximizing Value from a Fractional CMO**: - Viewing CMOs as strategic partners, integrating them into the executive team, and matching the CMO's expertise with the company's growth stage is crucial. 🔹 **Advice for New CMOs**: - New CMOs should understand their value, acknowledge team contributions, ask questions, listen actively, and support team development. 🔹 **Advice for Marketing Team Members**: - Displaying potential, adaptability, and collaboration is key for junior and mid-level marketing team members to integrate successfully with a new CMO. 🔹 **Strategic vs. Tactical Approach**: - The approach should align with business needs; strategic planning for long-term goals and tactical execution for specific projects. A wealth of wisdom shared by Christine and Alina for fractional CMOs and marketing teams to thrive in today's dynamic business landscape. #FractionalCMO #CMOInsights #MarketingStrategies #BusinessGrowth

18

4 Comments

A great post from Cindy Gallop on why the make-up and governance of any AI Council or SteerCo must be carefully considered.. ..not just gender and ethnic representation but also representing different perspectives that combine both commercial, the customer and ethics.. ..shockingly and somewhat unsurprisingly Meta has got it wrong with an all white male crew. The future of AI can not be white and male - Zuck, Musk, Besos with their 💵’s are controlling the development right now.. ..thankfully Satya of Microsoft brings greater diversity and also the importance of empathy. It will be crucial to consider the origination of LLM’s and bias as businesses make decisions about which GenAi platforms to back and teach models on the back of their tech. It’s not just about whether your data is being used to inform their model, it’s whether the leadership and engineering team are representative of our society today.. #AI #GenAI

10

1 Comment

My series on storytelling continues. In today’s fragmented world, crafting a meaningful brand story is more crucial than ever. Brands that connect deeply with their customers through authentic storytelling thrive. Here are three shining examples: Dove's Real Beauty Campaign: Dove celebrates real women of all shapes, sizes, and ethnicities, challenging traditional beauty standards. This inclusive narrative resonates deeply, fostering a strong emotional connection. Nike's Inspirational Athlete Stories: Nike highlights athletes overcoming immense challenges to achieve greatness. These stories of resilience and determination inspire and motivate, creating a powerful and relatable narrative. Airbnb's Unique Travel Experiences: Airbnb focuses on creating unique and meaningful travel experiences. By sharing memorable host and guest stories, it fosters a sense of community and belonging, differentiating itself from traditional hospitality. Meaningful storytelling transcends marketing. It builds lasting emotional bonds, driving engagement and loyalty. That begs the question, "How is your brand leveraging storytelling to connect with its audience?" Check out today's blog post about these impactful brand stories: https://lnkd.in/dBvbwHBf #BrandStorytelling #Marketing #CustomerEngagement #BrandLoyalty #Dove #Nike #Airbnb #PR #advertising #events #sports William Ryan Jeffrey Belk Bob Christopher James Richey Craig Walker Cari Goodrich Marc Magliano Jeremy Toeman Jason I. Soto Kenny Eliason Miles Lee Jamie Schwartz Elizabeth Lopez, MBA Mark Pinnes Heather Brown Zachary Miles, Esq. Joshua Leavitt Tony Loiacono Jim Marra Grenache Association Nicole Rodrigues Nicole Sierra Rolet Xavier R. Rolet Thomas McCarthy-Howe Jeff Pulver Jeff Whitlock

8

Great and provocative read on Liquid Deaths’s success story. So many insights and examples which are relevant for FMCG challenger brands as well. Mark Ritson claims that “… if you step back and look at the original ‘four Ps’, it is almost impossible not to acknowledge that while the promotional P has its place, the product P is invariably the most important tactical consideration. Shitty marketing can surely kill a great product, but without a successful, product even the best marketing does little other than speed its own demise.” And I fully agree (see my earlier post for details) - so if you’re not yet following Mark, do it asap. It’s worth it (and entertaining). #challengerbrands #productlaunches #offlineretail

3

A dollop of most excellent news here

31

2 Comments

What do you think, is it worth the hype? A colleague shared this article with me today, and it is too good not to share more broadly. IMHO, most public sector orgs are far from ready for GenAI: 1.) because the tools are not mature enough, and 2.) because most orgs have some housekeeping to first (e.g. data, policy, processes). As my colleague pointed out, we haven't even really tapped into the full potential of more mature types of AI yet and some are ready to leap ahead to the unknown of GenAI. I'm here for it and excited about it, BUT...use caution when running toward the shiny new thing! https://lnkd.in/ePsappRB

5

Brands like Sanofi and agencies like IPG are all in on activating media more sustainably, and in a way that improves campaigns. How are they doing it? They're focusing on the positive correlation between performance and lowering carbon. That starts by ridding campaigns of waste -- whether that waste is in carbon or ad dollars. Scope3 Chief Commercial Officer Brenda Tuohig shares her tips for navigating the new math of media waste reduction in the latest edition of The Current - read it now: https://lnkd.in/gRDGx7Pa #sustainablemedia #greenmedia #adtech #digitalmedia #sustainableads

30

"Agencies and brands are reevaluating strategies, with a renewed focus on first-party data, contextual targeting, and advertising," said Basis' Chief Investment and Media Officer April Weeks. The ad tech industry is experiencing its own renaissance, where what's old becomes new again. Keep reading via MediaVillage: ow.ly/nT7g30sCc4L #Adtech #DigitalAdvertising #MediaStrategies

7

1 Comment

This is going to be a real challenge. Recognizing the importance of authenticity in brand story telling is critical. And as the author states..."The key is to blend the innovative capabilities of AI with the irreplaceable value of human insight, ensuring that your brand tells authentic stories that resonate with your audience." #authenticity #authenticcontent

10

2 Comments