The founder of the CMO club, Peter Krainik, has just launched a new digital series which will take us behind the scenes with top American CMOs, to find out how they run their marketing departments and successfully push through changes to make them more creative, innovative and efficient.
The series offers a fun, no holds barred journey into the world of running the marketing of a huge business, whilst being refreshingly light on buzzwords and BS more generally.
A new one will be coming out every Monday over at 'Above the Clutter', and also features analysis from IBM's marketing team. The first episode is now out, and takes a look at how the CMO of Home Depo stays connected with her staff and customers by taking time to work in stores so that marketing decisions are not removed from the day to day reality faced by people in stores.
Titled 'don't buy your own BS', it provides a useful reminder to never get so caught up in the buzzwords and jargon of marketing that surround CMOs that you lose sight of what your customers actually come to your business for. Although we can't help but interject that there are forms of risky or controversial marketing which actually work extremely well. The point is to get it right for your brand. Clearly the family friendly image presented by Home Depot doesn't lend itself to risque content, but that doesn't mean it won't work for your brand.
If you've got a few minutes, we strongly recommend you give the video a watch, especially if your job entails managing teams of marketers.
By Robert Allen
Rob Allen is Marketing Manager for Numiko, a digital agency that design and build websites for purpose driven organisations, such as the Science Museum Group, Cancer Research UK, University of London and the Electoral Commission. Rob was blog editor at Smart Insights from 2015-2017. You can follow Rob on LinkedIn.
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