9780134293783

The CMO's Periodic Table A Renegade's Guide to Marketing

by
  • ISBN13:

    9780134293783

  • ISBN10:

    0134293789

  • Edition: 1st
  • Format: Paperback
  • Copyright: 11/19/2015
  • Publisher: New Riders

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Summary

Imagine how much you would learn if you could converse with 64 of the brightest minds in marketing. Now imagine if those conversations were focused on all the essential elements that go into being a top-notch chief marketing officer and organized into seven logical, intuitive categories. Now you can stop imagining, and start reading The CMO’s Periodic Table, an essential resource for the modern marketer.


Over the last five years, thanks in large part to his friends at The CMO Club, author Drew Neisser has interviewed over 100 marketing leaders at prominent companies such as American Express, Audi, Belkin, Black Duck Software, Converse, College Humor, D&B, Dow, and many more. These interviews, 64 of which are highlighted in this book, reflect the fundamental diversity of challenges and subsequent solution sets deployed by each.


Though these interviews don’t yield a magic formula, they offer something a bit more profound and definitely more fundamental—a compendium of elements that every marketer has or will need to examine in the very near future. Organized into a CMO-worthy periodic table modeled on the classic organization of the chemical elements, the chapters progress from basic challenges like research and strategy, to internal issues like culture change and managing up, to advanced, highly volatile subjects like risk-taking and changing agencies.

Author Biography

Drew Neisser, founder and CEO of Renegade, is a recognized authority on cutting-edge marketing techniques having won virtually every award imaginable for creativity and campaign effectiveness. Recognized in 2014 by Brand Quarterly among “50 Marketing Thought Leaders Over 50,” he is an engaging speaker who has provided expert commentary on marketing trends on-air for CNBC and ABC News.
 
Through a long-time partnership with The CMO Club, Drew has met and interviewed well over 100 CMOs in the last five years for his articles and, of course, this book. Drew is a trusted advisor to many of these CMOs and writes the highly praised CMO of the Week column for Social Media Today. He regularly consults on digital and social media trends via the GLG network and currently sits on the boards of the Urban Green Council and Duke NY.
 
An avid photographer, Drew lives in New York City with his wife, two children, and the agency’s mascot, a French bulldog named Pinky. 

Table of Contents

Foreword by Don Peppers
Introduction

BASIC ELEMENTS
Setting Expectations: Jeffrey Hayzlett, C-Suite Network
Planning: Bob Kraut, Papa John’s
Research: Eric Eden, Cvent
Strategy: Colette LaForce, AMD
Branding: Dave Minifie, Centene
Rebranding: Wendy Newman, AMN Healthcare
Measuring: Antonio Lucio, VISA
Metrics: Dan Marks, First Tennessee Bank
Consistency: Louise Camuto, Camuto Group
New Products: Lee Applbaum, Patrón Spirits


INTERNAL ELEMENTS
Build Trust: Chris Brull, Kawasaki
Organizing: Stephanie Anderson, TWCBC
Reorganizing: Jonathan Becher, SAP
Global Agendas: Phil Clement, AON
Retooling: Mark Hanna, Richline Group
Leading Change: Elisa Romm, MasterCard
Cohesion: Raj Rao, 3M
Consultative Selling: Snehal Desai, Dow
Culture: Phil Granof, Black Duck Software
Empowerment: Sheryl Adkins-Green, Mary Kay


TRANSITIONAL TRENDS
Marketing Automation: Jon Miller, Marketo
B2B Content Marketing: Judy Hackett, D&B
B2C Content Marketing: Richard Marnell, Viking River Cruises
User Generated Content: Evan Greene, Recording Academy / The Grammys
Influencer Marketing: Tami Cannizzaro, IBM
Grassroots Marketing: Kyle Schlegel, Louisville Slugger
Storytelling: Kieran Hannon, Belkin
Social Media Success: Scot Safon, The Weather Channel


VOLATILE FACTORS
Agency as Partner: Terri Funk Graham, Jack in the Box
Changing Agencies: Barbara Goodstein, Tiger Holdings 21
Retail Partners: Colin Hall, Allen Edmonds

Risk-Taking: Marty St. George, JetBlue
Befriending Data: Mayur Gupta, Kimberly Clark
Media Mixing: Sanjay Gupta, Allstate
Tiny Budgets: Julie Garlikov, Torani Foods
Crisis Management: Doug Duvall, Sprint


SILICON RALLY
CRM: Tim McDermott, Philadelphia Eagles & Philadelphia 76ers
Mobilizing Digital: Martine Reardon, Macy’s
Integrating Mobile: John Costello, Dunkin’ Donuts
E-mail Efficacy: Shannon Smith, J. Crew
Real Time Marketing: Adam Naide, Cox Communications
Online Optimization: Steve Fuller, L.L. Bean
Web Experience: Rose Hamilton, Pet360
Going Viral: Paul Greenberg, CollegeHumor


NOBLE PURSUITS
Marketing as Service: John Hayes, American Express
Social Customer Service: Kim Musgrave, McDonald’s
Pure Creativity: Loren Angelo, Audi
Customer Centricity: Ani Matson, NEA Member Benefits
Building Community: Chip Rodgers, SAP
Going Green: Tom Santora, Omni Hotels
Foundations: Nina Miller, Gibson Guitars
Sustainable Design: David Bright, Knoll
Living the Brand: Cammie Dunaway, Kidzania
Social Purpose: Daniel Lubetzsky, KIND Snacks


INERT FUNDAMENTALS
Showing Courage: Sir Terry Leahy, Tesco
Personal Branding: Maria Winans, IBM
Listening: Trip Hunter, Fusion-IO
Learning: Kate Chinn, Tishman Speyer
Evolving: Roberto Medrano, Akana
Empathizing: Alicia Jansen, MD Anderson
Networking: Matt Sweetwood, Unique Photo
Power Networking: Porter Gale, Start-up Advisor
Sharing Passion: John Yembrick, NASA
Always Innovating: Beth Comstock, General Electric

AFTERWORD
ACKNOWLEDGEMENTS

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