Steve Goldner’s Post

How marketing leaders can transform marketing from a support function to a growth driver! The decline of marketing as an influential business function is well documented. Among C-suite roles, chief marketing officers (CMOs) are the least likely to advance to the CEO spot and the most likely to be dismissed. This unsettling trend is supported by the Fall 2023 CMO Survey, where most CMOs reported limited involvement in executive-level decisions. They are not regular attendees at board meetings, and even fewer participate in earnings calls. While many external factors contribute to this decline in influence, much of it may be self-inflicted. At the B2B Marcom Summit in Washington, D.C., earlier this year, I attended a keynote address by Rick Rudman, CEO of Curbio. His tone was friendly, but his message was unmistakably candid. Rudman urged marketing leaders to go beyond traditional metrics and demand generation. He emphasized the importance of stepping into a role that aligns with the organization’s growth and profitability objectives. In his words, marketing leaders must evolve into strategic contributors whose insights drive core business results. He shared that such marketing leaders are rare and invaluable, as those who prove their worth by taking on a broader vision for the business are retained and even groomed for CEO roles. Marketing should be positioned as a strategic driver of growth and long-term value. How do you make that happen? #marketing #cmo #strategicalignment https://lnkd.in/ddHkGPBh

Here is a summary of an interesting article about the CEO-CMO relationship alignment: - McKinsey conducted a study on the relationship between CEOs and CMOs. They found that many CEOs underestimate the importance of marketing. - There is a disconnect between CEOs and CMOs on the role that marketing should play in the company. - The traditional marketing role has been fragmented across multiple positions in many companies. - CMOs need to become “data-curious” and figure out how to use data to measure the impact of marketing activities. - Less than 40% of Fortune 500 companies have a CMO at the C-suite table. - CMOs need to be seen as growth unifiers who can remove friction for customers. - Marketing has fundamentally changed due to the rise of digital technologies. Companies can no longer rely on traditional marketing tactics. - CMOs need to educate CEOs about the new realities of marketing and how to measure its success. Link to the complete article: https://lnkd.in/gBZA5WS6

🤔 The Revenue-Centric CMO: Aligning Marketing with Business Objectives 🌟 As the digital landscape evolves, the role of marketing leaders becomes increasingly pivotal in driving revenue growth. But are traditional marketing strategies truly aligned with the core objectives of the business? 🔍 Imagine a world where marketing isn't just about brand promotion, but a strategic tool for revenue generation. The article sheds light on the concept of a revenue-centric CMO and how this shift in mindset can revolutionize the impact of marketing efforts. 🚀 From data-driven decision-making to customer-focused strategies, the discussion delves into the essence of aligning marketing initiatives with tangible business outcomes. It challenges us to rethink the traditional marketing playbook and embrace a more results-driven approach. 💡 What if the success of marketing campaigns was no longer measured by likes and shares, but by direct contributions to the bottom line? This paradigm shift in the realm of marketing leadership opens up a realm of possibilities and sparks a dialogue on the true purpose of marketing in today's business landscape. 🌐 Let's spark a conversation. How can CMOs lead the charge in aligning marketing with business objectives effectively? Share your thoughts and let's explore the transformative power of a revenue-centric approach. #MarketingStrategy #RevenueGeneration #BusinessObjectives #CMOInsights https://lnkd.in/gxPU8Wqq

To enhance the connection between marketing leaders and CEOs, here are five key strategies marketing leaders can implement — with Chief Outsider Pete Hayes: 1️⃣ Quantify Value: Measure marketing's impact in terms of revenue growth, customer acquisition costs, and lifetime value. Translate marketing activities into tangible financial outcomes to demonstrate ROI effectively. 2️⃣ Align with Strategy: Actively engage in strategic planning discussions to ensure marketing initiatives are aligned with core business objectives. Showcase how marketing tactics contribute to overarching strategic goals. 3️⃣ Speak the Language: Understand the mindset and priorities of CEOs Communicate marketing strategies in a language that resonates with their focus on driving growth and achieving business outcomes. Emphasize the financial implications of marketing proposals. 4️⃣ Build Credibility: Consistently deliver results and fulfill commitments to establish credibility. Gradually expand the scope and budgets of marketing initiatives based on proven performance and demonstrated value to the organization. 5️⃣ Forge Connections: Cultivate relationships with CEOs through regular interactions, including informal touchpoints. Seek mentoring opportunities to gain insights into the business mindset of CEOs and align marketing strategies accordingly. Enjoy our Growth Gears assessment for further insights into bettering your connection. https://bit.ly/3urJa57 #CEO #FractionalCMO #BusinessStrategy

The Successful CMO: During your first 100 days in a new CEO role, you must be a change agent. Marketing departments often evolve organically over time, shaped by the priorities of past leadership. As the new chief marketing officer, your task is to reevaluate this structure and make sure it aligns with both your customer insights and business goals. To rethink the marketing machine, start by updating your customer journey map. Focus on the emotions, motivations and friction points at each stage. Use this map as your North Star to assess the current marketing strategy. If your team doesn’t have a well-defined customer journey map, consider this a red flag. It’s an essential tool for aligning your marketing efforts with the customer experience. Next, evaluate your marketing team’s skill sets. Identify high performers and those who may not be a fit for your vision of the future. This step isn’t about reshuffling roles; it’s about ensuring every team member has the opportunity to perform at their highest level in the right position. This is also a good time to examine your martech stack. Are there tools or technologies — like AI or machine learning — that can streamline workflows and improve results? In today’s fast-paced marketing landscape, leveraging technology is critical to maintaining a competitive edge. Learn three additional strategies to help you drive impact and exceed expectations in your first 100 days by reading Bold Marketing & Communications co-founder Bob Finlayson’s article in CMSwire. For additional insights or help creating and managing successful marketing programs and campaigns, contact Bob or Bold co-founder Paul Brunato for a free consultation. #CMO #MarketingStrategy #CustomerJourney #MarketingTips

Check out the latest post from Bold Marketing & Communications.

In 2024, top CEOs are increasingly prioritizing creativity and innovation in their Chief Marketing Officers. They seek CMOs who can think outside the box and develop bold strategies that provide a fresh perspective on brand marketing. CEOs appreciate those who not only possess a strong marketing acumen but also the ability to inspire and lead cross-functional teams, making creativity a key requirement for success in the role. Learn more about this trend in the full article:

Why is upward management essential for marketing leaders? Marketing leaders often struggle to get a seat in strategic discussions After all, we provide leads and pretty slides, so there is no need for strategic involvement, right? ❌ Wrong. In reality, marketing (should) significantly influence the revenue generated. Marketing is the interconnecting link between top management, customer success, sales, support, product, etc. Done right marketing unlocks a world of efficiency- and growth opportunities 𝗛𝗲𝗿𝗲 𝗮𝗿𝗲 𝟭𝟭 𝘁𝗶𝗽𝘀 𝘁𝗼 𝗺𝗮𝗻𝗮𝗴𝗲 𝘂𝗽𝘄𝗮𝗿𝗱𝘀 𝗮𝗻𝗱 𝗲𝗮𝗿𝗻 𝘆𝗼𝘂𝗿 𝗽𝗹𝗮𝗰𝗲 𝗶𝗻 𝘁𝗵𝗲 𝗱𝗶𝘀𝗰𝘂𝘀𝘀𝗶𝗼𝗻𝘀: A͟l͟i͟g͟n͟ ͟o͟n͟ ͟E͟x͟p͟e͟c͟t͟a͟t͟i͟o͟n͟s͟ ↳ Clearly define revenue goals, company goals, and marketing contributions to those ↳ Align timelines and budgets for marketing initiatives ↳ Educate on marketing strategies and their impact on the bottom line O͟f͟f͟e͟r͟ ͟D͟a͟t͟a͟-͟D͟r͟i͟v͟e͟n͟ ͟S͟o͟l͟u͟t͟i͟o͟n͟s͟ ↳ Show how marketing efforts translate to quantifiable business outcomes ↳ Back arguments with data to make logical, compelling cases ↳ Highlight problems by including viable solutions B͟u͟i͟l͟d͟ ͟T͟r͟u͟s͟t͟ ↳ Consistently (over)deliver and demonstrate expertise ↳ Seek feedback from management and be open to criticism ↳ Stay professional and respectful, even in disagreements (͟O͟v͟e͟r͟)͟c͟o͟m͟m͟u͟n͟i͟c͟a͟t͟e͟ ͟R͟e͟g͟u͟l͟a͟r͟l͟y͟ ↳ Don't wait for meetings to update or consult with your peers ↳ Schedule one-on-one meetings to discuss topics ahead of formal meetings What did I miss?

Embrace the Future with Fractional CMOs In the whirlwind of digital transformation, the role of marketing leadership is evolving. Say hello to the era of the Fractional Chief Marketing Officer (CMO)—the agile, innovative solution for businesses navigating the complexities of modern marketing without the commitment to a full-time executive. At Fractional Marketers, we've delved into this shift, revealing how fractional CMOs meet the demands for digital prowess, data-driven strategies, and unparalleled flexibility. They embody the strategic vision required to steer businesses through the ever-changing digital landscape, offering a blend of expertise that’s both cost-effective and tailored to specific needs. Facing challenges like aligning visions and ensuring seamless collaboration? The fractional CMO model is designed to conquer these with agility and strategic depth, proving essential for businesses aiming to thrive amidst ongoing market shifts. Ready to lead your marketing with innovation and adaptability? Let's explore how a fractional CMO can propel your business into the future. Reach out to Fractional Marketers to begin this transformative journey. https://lnkd.in/gpqTFxda #FractionalCMO #MarketingInnovation #DigitalLeadership #FutureOfMarketing

Marketing leaders are often faced with the challenge of unifying strategy and execution. It’s crucial to cultivate a systems mindset to ensure that marketing efforts are not just plans on paper, but actionable strategies that drive results. Start by aligning your team around a shared vision. Open communication is vital; regular check-ins can bridge any gaps and keep everyone on the same page. Breaking down silos between teams fosters collaboration, enhancing creativity and effectiveness. By implementing these steps, organizations can expect improved efficiency and a more responsive approach to market demands, ultimately resulting in better engagement with your audience and a stronger return on investment. What strategies have you found effective in aligning your marketing teams? Share your insights below! https://lnkd.in/gY_eyNsg