Adknowledge Group CEO Ben Legg, a veteran of McKinsey, Coca-Cola and Google and one of the sharpest, most innovative minds in digital marketing, delivers a smart, irreverent manifesto sure to put the fear of God into most Chief Marketing Officers! Marketing for CEOs may be compact in length, but it’s long on ideas and informed opinions about what works and doesn't work in today’s digital marketing world.
What works:Directly linking marketing activities to the creation of shareholder value, customer lifetime value, an iterative creative process where lots of ultra-targeted ads are created and tested in real time, systematically ferreting out inefficiency, testing your CMO to see if he or she has the digital marketing chops to get the job done.
What doesn’t work:Most CMOs, CEOs who ignore their role as “brand stewards”, using customer data in ways that are creepy or invasive, and CMO/ Chief Information Officer turf wars, among other things.
Marketing for CEOs is packed with insights from one of the leading intellects in the ever-changing world of digital marketing and branding. Whether you’re in the C-suite or just aspire to be one day, if you want to know how the digital marketing revolution will shape the future, read this book. If you want to know how to run a lean marketing operation that runs smoothly and outsources wisely, read this book. If you want to know how to hire the perfect CMO for your organization—or if the one you have is actually pretty good—start reading.
And if you’re a Chief Marketing Officer, read it before your CEO does. The job you save might be your own.
Table of Contents
Chapter 1. Continuity: Fundamental Marketing Frameworks are Still Valid
Chapter 2. The Big Picture: Customer Lifetime Value is the Integrating Logic
Chapter 3. ROI: The Impact of Marketing can be Measured
Chapter 4. Customer Data: The Foundation of Success
Chapter 5. Data Usage: Gathering and Using Your Customer Data
Chapter 6. The Boundaries: What Sits in Marketing Now?
Chapter 7. Coming Together: Bridging the CMO-CIO Chasm
Chapter 8. Core Competencies: In-House vs. Outsourced?
Chapter 9. A Message to CMOs on Creativity
Chapter 10. Efficiency: Where and How to Find the Waste
Chapter 11. Innovation: Know What Technology You Need Without Exploding Your Head
Chapter 12. Leadership: Should Your CMO Face the Firing Squad?
Chapter 13. Hiring: How to Hire a Future-Proof CMO
Chapter 14. Marketing Scorecard
Chapter 15. The Brand: The CEO As Brand Steward
Chapter 16. Getting Started