7 CMO-Worthy Resolutions

dneisser
Drew Neisser Founder & CEO, Renegade

Posted on December 31st 2013

7 CMO-Worthy Resolutions

ImageHere’s a New Year’s fact: 9 out of 10 marketers that don’t make resolutions don’t achieve them!  So, yes, setting goals is a good place to start, but better yet is setting the right goals.  To help you get off the starting blocks in 2014 on the proverbial right foot, here are 7 pulse-pumping profundities from 7 smartly resolved marketers. 

1. Use Marketing to Help Your Customers

Beth Comstock, GE’s long-time CMO, resolves to help GE customers “run their businesses better” by “delivering outcomes via big data and analytics” and encourage “more collaboration and partnership built on community.” Adds Comstock, “We recently expanded our partnership with Quirky.com, which is a good example of the kinds of partnerships in this area.”

2. Focus on the Fundamentals

In her first year as CMO at Jenny Craig, Leesa Eichberger, perhaps not surprisingly, is committed to reinvigorating the brand from the ground up. Noting that Jenny Craig “hasn't been resonating with today's audience to the extent we'd like it to,” Eichberger resolves “to keep a laser focus on the fundamentals: clear and consistent positioning, tight targeting and trackable results.”

3. Find Big Uses for Big Data

Raj Rao, VP of Global eTransformation at 3M, shares a commitment with Comstock to use big data, seeing it as a way “to transform how we play in alternate e-commerce channels like Rakuten, Alibaba and Amazon.com.” As he further explains, “3M needs to drive new revenue streams by revisiting its business models to capture revenue streams that are not serviceable in our current distribution and retail channels.” 

4. Swing for the Fences

Kyle Schlegel, CMO at Hillerich & Bradsby, offers a 24-month vision as he completes “the re-launch of the iconic Louisville Slugger brand through the launch of a game-changing 2015 product lineup.” Schlegel hit upon this long-term perspective naturally, given the brand’s 130-year “legendary” history, while also noting his need to break “any relevance barriers that may have been created over the past 5-10 years.”

5. Seek a Consistent Marketing Framework

After being in a similar role at Cablevision, Time Warner Cable Business Class CMO Stephanie Anderson knows well the challenges of marketing to small businesses. Having seen others in the industry bounce from idea to idea, Anderson offers a more steadfast approach: “Top of the list for 2014: be consistent, relevant, and ‘present’ with our customers and prospects.”

6. Think Broadly About Your Business

Elisabeth Charles, CMO of Petco, has the unenviable challenge of fending off both entrenched brick-and-mortar competitors and e-commerce upstarts, who are all competing for share of wallet among finicky pet parents. In the face of this competitive hydra, Charles resolves todevelop a clearer enterprise strategy and place greater priority around digital customer engagement.”

7. When in Doubt, KISS

Jonathan Becher, CMO of SAP, faces a myriad of challenges running a global marketing operation that supports hundreds of countries, vertical markets and product solutions. In the face of this potential complexity, Becher shares the following with all who will listen: “My top new year’s resolution is ‘simplify, simplify, simplify.’”

Final Note: Just in case you were wondering, my top resolution remains to never stop learning. Turns out, I’m in good company with GE’s Comstock, whose personal resolution is to “Go back to university via MOOCs. First up—study philosophy.” Here’s to a brilliantly resolved 2014

 

dneisser

Drew Neisser

Founder & CEO, Renegade

Drew Neisser is CEO & Founder of Renegade the NYC-based social media and marketing agency that helps inspired clients cut through the nonsense to deliver genuine business growth. A frequent speaker at industry events, Drew’s been a featured expert on ABC’s Nightline and CNBC. In addition to blogging for SocialMediaToday, you can find Drew’s articles on FastCompany.com, MediaPost and TheDrewBlog.

In the last few years, Drew and Renegade charged up the prepaid card market launching MAGIC by Magic Johnson via events & social, unleashed the AXA Gorilla on Twitter with audio tweets and a virtual retirement party, created the Optimist Network for Optimum Business, guided Toasted Head to become one of the most popular wines on Facebook, introduced young adults to Harlem Liqueur and made a splash for Davidoff Cool Water on Facebook.

Also at Renegade, Drew hatched numerous award-winning campaigns for a long-list of blue chip clients.  His ideas for HSBC, Panasonic and IBM were all recognized by BRANDWEEK as Guerrilla Marketers of the Year.   Among these is the legendary HSBC BankCab program, a restored Checker, that has been delighting HSBC customers since 2003 with free rides (and now informative tweets).  

Drew’s creative accomplishments include naming and launching the Toughbook for Panasonic and penning numerous taglines.  These include “Like money. Only Magic.” for MAGIC by Magic Johnson prepaid MasterCard, “Where Family Comes First.” for Family Circle Magazine, “Fire things up,” for Toasted Head wine and “Great tech support. Good karma.” for iYogi.

Diapered at Wells Rich Greene, trained at JWT and retrained at Chiat/Day, Drew founded Renegade in 1996 as a place where the best ideas can sprout from any corner and collaboration trumps ego.  Drew earned a BA in history from Duke University and lives in Manhattan with his wife and the agency’s mascot, a French bulldog named Pinky.  A native Californian, Drew dreams of becoming a surfer but is a long way from hanging ten.

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Comments

NatalieDOBrien
Posted on December 31st 2013 at 2:09PM

Great tips - not just for CMO's but for anyone in the marketing department or discipline. Thanks!

John Phanchalad
Posted on January 1st 2014 at 7:35AM

great article...!!!!