Here’s the problem with the state of marketing today
Here’s the problem with the state of marketing today
How do you successfully market your company?
You meet your customers where they are, at the right time with the right message. In a consistent, relevant way.
How do you do that?
You test, learn, try new things, fail because that’s what’s required. You experiment. You innovate. And you always do this, not just today and then its back to the status quo.
Who makes the decision to do this?
The CMO.
Who has the shortest tenure of any executive in a company today?
The CMO.
Why is that?
Because if they don’t show results TODAY, they’re fired. Usually in less than 18 months.
What’s the biggest deterrent to experimentation and innovation?
Being afraid of being fired and having to show results TODAY.
#endofstory
This post has the potential to be a base script for the video project you talked to me about…
I agree. I would also cite the inherent gap between the needs and expectations of the CMO and the assistant brand managers who are asked to push the boundaries (move forward with an innovative brand strategy.) Those brand managers are required (and comfortable) being graded on the number of units moved. Its a sad state, but it opens the door for more disruptive ideas.
I am not strong with formulating sentences.