Nataly Kelly’s Post

Everyone keeps wondering why the average CMO tenure keeps getting shorter. I believe, at the heart of it, there's a communication gap. Marketing has become more complex. But a big part of our job is to provide clarity. When marketers start using jargon and acronyms, it can sound to board members and other C-level execs like they are speaking a foreign language. Likewise, marketing leaders often fail to link their work back to core financial metrics, or to go the extra mile to explain clearly how their efforts (and budget) impact revenue. Fortunately, there's a lot we can do to remedy this. Grateful to The Drum for featuring my advice on this topic, along with some of the things we do at Zappi and with Sumeru Equity Partners to bridge the gap. https://lnkd.in/eNcbw_bx #marketing #cmo

CMOs, Having Trouble Conveying Marketing’s Importance to Your CEO? Try these 5 ways taken from the HubSpot article below. #CMO #CEO #MarketingLeadership #ExecutiveAlignment #MarketingValue #MarketingStrategy 1. Articulate the Value of Both Demand Creation and Capture 👉 Explain: Create presentations showing how brand campaigns build long-term customer loyalty and lead to sales. 👉 Show: Use case studies demonstrating successful brand storytelling's impact on revenue. 2. Align Marketing Objectives with Business Strategy 👉 Explain: Develop a marketing plan directly linked to business goals. 👉Show: Present how each marketing activity supports overall business objectives and growth. 3. Adapt and Innovate Budget Allocation 👉 Evaluate: Regularly assess marketing performance metrics. 👉 Reallocate: Shift funds towards high-performing channels and emerging technologies. 4. Rigorously Manage Risk in Marketing Initiatives 👉 Track: Implement a system for monitoring the progress and risks of marketing projects. 👉 Review: Conduct frequent risk assessments and adjust strategies accordingly. 5. Prioritize Cross-Department Alignment 👉 Foster: Arrange regular meetings with other department heads to ensure cohesive strategy implementation. 👉 Unify: Create shared goals and metrics that align marketing efforts with company-wide objectives. https://lnkd.in/e9hqueHs

Is your CMO stepping into the role of Chief Strategy Officer? Forbes Communications Council explores the evolving role of the Chief Marketing Officer (CMO) as a Chief Strategy Officer. The article discusses how CMOs blend marketing expertise with corporate strategy to drive business growth and innovation. 🎯 Are you leveraging your CMO's strategic potential to the fullest? Share your thoughts in the comments below! https://lnkd.in/exQiMfW2 #CMO #BusinessStrategy

This is one of the highest-impact thought leadership programs we’ve ever done. Absolutely ecstatic to share that Digital Journal Group (DJG) and our client Computer Modelling Group (CMG) have won GOLD for the best use of thought leadership in the United States at the #B2BElevationAwards from B2B Marketing. The award was given for our work together on creating and scaling an editorial platform called ACCELERATE. Judged by senior marketing leaders from Intel, Salesforce, KPMG, and other global brands, this award highlights the power of thought leadership in driving business impact. “Exceptional entry,” said Amanda Thompson, Director of Segment Marketing at Pax8 and one of 46 judges for the B2B Marketing Elevation Awards. “Well thought out in body and story, with a strong demonstration of effective thought leadership strategy, creative ideation, execution and ROI.” ACCELERATE is more than just a content platform — it’s a hub designed to make complex technical discussions around energy transition accessible to senior energy leaders. This recognition underscores the importance of turning intricate, engineering-heavy topics into engaging narratives that help business leaders navigate the evolving energy landscape. At DJG, we believe in using a journalistic approach when working with clients to go beyond product promotion, capturing and sharing insights that deliver real value to the industry. For more details on the award and ACCELERATE, check out the full announcement: https://lnkd.in/gK_kcNvc A huge congrats to the teams at DJG and CMG for their dedication to this initiative, and thank you to the judges for recognizing our efforts. And a big shout out to everyone who was in our category. A big congratulations to Sarah Coleman who led this initiative for CMG, and special thanks to so many leaders who stepped up to share their expertise and connect us with a global network of leaders — Pramod Jain, Don McClatchie, John Mortimer, Kiran Kumar Venepalli, Stephanie Mack, Justin Lo, Roberto Motta Gomes, David Reid, Garra Manuel, Joshua Eckroth, Paul Zeppenfeldt, Hussein S., Neri Askland, Shana Boyd, Charles Gorecki, Wes Jickling, Laurie Pushor ICD.D, Kelly Russell and Christine Dobbyn. #B2BAwards #ThoughtLeadership #JournalisticStorytelling #ContentMarketing #EnergyTransition #MarketingExcellence More: https://lnkd.in/gK_kcNvc

🚀 Cracking the Code: Engaging Strategic Accounts 🚀 Engaging strategic accounts isn’t about volume—it’s about value. Here’s what works: 1️⃣ Know the Account: Deep research is the foundation. Understand their goals, challenges, and priorities. 2️⃣ Personalize Everything: Generic doesn’t cut it. Tailor your value proposition to their unique needs. 3️⃣ Orchestrate Multi-Channel Touchpoints: Use emails, ads, webinars, and more to create a seamless, integrated experience. 4️⃣ Align with Sales: Collaboration ensures every interaction feels personal and impactful. 5️⃣ Share Insightful Content: Thought leadership and tailored case studies spark meaningful conversations. 6️⃣ Measure and Adapt: Use data to refine and optimize for what resonates. Effective engagement builds trust, fosters partnerships, and drives growth. 💬 How do you connect with your top accounts? Share your thoughts below! #ABM #StrategicMarketing #GrowthMarketing

🆘 What advice would you give CMOs trying to get a seat at the C-suite table?  🌚 Avoiding the jargon and acronym hell such as CTR, CRO, CPL, CPC, “lifecycle marketing,” “revenue marketing,” and “growth marketing” could be a good starting point as CMOs face the fastest turnover among all C-suite members. Our CMO Nataly Kelly shares with The Drum why CMOs need to speak the language of other execs and how to bridge the gap between their reality and those less entrenched in marketing. 🌝 https://lnkd.in/enynsggU

How has the landscape for #CMOs and #marketing leaders changed in recent years? Robin Grainger joined a panel discussion to share his insights - and some important solutions - more below ⬇

Most CMOs barely last two years in the job; one in five move on within a year. That means the first 100 days in role are crucial if marketing leaders are to have a lasting impact. Yesterday I joined a fantastic panel put together by Pimento to explore the new landscape for CMOs. Here are our key take-aways: 💰 Find out exactly how the organisation makes money and focus on that. Like Jerry Maguire, incoming CMOs should be saying, "Show me the money!" 📢 Master the language of the business. Every company these days has its own vocabulary and 3-letter acronyms. From their earliest days CMOs need to rapidly build fluency in these concepts. This helps build credibility 🔀 Adapt to the culture of the organisation - rather than chafing against it. This helps more decisions go their way ⚡ Collaborate with new C-suite actors - many companies today boast Chief Growth Officers, CROs, and Chief Customer Officers, whose responsibilities may overlap with marketing 🙈 Don't lose sight of the customer, their experience, and their pain points That's quite a list. ⭐ But marketing leaders also need to maintain day-to-day marketing effectiveness while they come up to speed: planning, campaigns, multichannel execution, test & learn. 👍 1440's Transformational Impact capability for CMOs frees up time so marketing leaders can focus on these broader priorities. Here's more: https://lnkd.in/ejjKvk_a A pleasure joining Ed Davidson Caitlin Thomas Peter Baker and thanks to Stephen Knight for effortless moderation as ever. #CMO #marketing #marketingeffectiveness #communications #agencynews

Executives value thought leadership over traditional marketing materials. The Problem? Traditional marketing materials often fail to engage or influence executives meaningfully. Why Thought Leadership Matters: 1️⃣ Builds Trust and Authority: Thought leadership content establishes you as a trusted voice in your industry. In industries like aviation and travel, where rapid technological advancements and global competition are the norms, executives are more likely to engage with and rely on insights that demonstrate expertise rather than just pushing a product or service. 2️⃣ Drives Decision-Making: Stats show that 52% of B2B decision-makers and 54% of C-suite executives spend at least an hour each week consuming thought leadership content. This high level of engagement often leads them to explore new products or services they hadn't previously considered. 3️⃣ Solves Real Problems: Effective thought leadership addresses specific challenges that your target audience faces, offering actionable insights. This approach is far more effective than the broad strokes of traditional marketing. 4️⃣ Differentiates Your Brand: In a crowded market, thought leadership content helps you stand out by offering a unique perspective, setting you apart from competitors who rely solely on traditional marketing strategies. 5️⃣ Inspires Further Research: Around 75% of decision-makers are inspired to research products or services after engaging with compelling thought leadership content. It’s about fostering curiosity and driving meaningful engagement. By prioritizing thought leadership, you’re not just selling—you’re building trust, influencing decisions, and establishing long-lasting relationships. Grow your thought leadership organically through social platforms like LinkedIn and strategic email campaigns. Personally, I'm a fan! How are you currently leveraging thought leadership to connect with your target audience? Data source: LinkedIn + Edelman #ThoughtLeadership #Marketing #Travel #Aviation

Just stumbled upon a fascinating breakdown of fractional CMO costs. The article was a real eye-opener, shedding light on the intricacies of this critical role in business growth. Here's my take: - The writer's analogy likening the fractional CMO to a conductor of an orchestra was spot-on; orchestrating marketing strategies harmoniously. - I found the cost breakdown section particularly enlightening, offering a clear picture of the financial considerations involved. - The insights shared were like a breath of fresh air, providing clarity on the value a fractional CMO can bring to the table. This article is a must-read for anyone navigating the world of marketing and business strategy. It truly paints a vivid picture of how crucial this role is in driving success. https://lnkd.in/dpdvtXDu