When CMO Ed Rusch joined Command Alkon in 2017, they were already the leading technology platform for heavy construction suppliers. He saw this as a massive opportunity for the business—it was time for an upgrade to the way things were done, and he was fully prepared to transform the brand in provocative ways. Ultimately, Rusch and company launched their new...
Kathie Johnson was only a few months into her role as Talkdesk’s new CMO when the COVID-19 pandemic struck and changed the world. There was no playbook for something of this magnitude, but Johnson realized that this was a make or break moment for Talkdesk. They had a cloud-based software solution for contact centers, the rooms where customer service representatives...
When co-founder and CEO Jeffrey Harris told investors that SpringBig would be shifting their B2B business from small retailers in general to a new vertical—the cannabis industry—he got very mixed reactions. A CRM software designed specifically for cannabis dispensaries when marijuana isn’t even federally legal? It was a bold move, which is why many investors opted to be bought out....
You’ve heard that a picture is worth a thousand words, but how many for a video? According to Dr. James L. McQuivey’s Forrester study, “How Video Will Take Over the World,” the answer is…drumroll please…1.8 million! Wow, powerful stuff. How did McQuivey get to this number exactly? 30 (frames per second) x 1,000 (a picture’s worth) x 60 (seconds in...
I just finished looking through Gartner’s 2019-20 annual Insights for the C-Suite document (the marketing perspective, naturally), and wanted to share a few thoughts. In essence, some of the collected numbers really validate what I imagine many CMOs have suspected about the state of marketing, and I wanted to offer a couple perspectives on how to adjust to better meet...
On November 12, 2019, over a hundred CMOs gathered in New York City for The CMO Club’s 7th annual CMO Awards. Forty winners were celebrated while Anne Finucane, Vice Chairman of Bank of America, was inducted into the CMO Hall of Fame. Though taking a couple of hours to revel in past accomplishments was a welcome break, many of these...
Today, I thought I’d share a bit about CEO/CMO relationships. As I’m sure we all know, being on the same page as your C-suite peers is pretty important. You all need to be in agreement about budgets, strategy, etc. if you want to have productivity. If you’re not in agreement about things and communicating openly and efficiently, you end up...
Forrester released a pretty hefty report of data-driven predictions for 2020. Naturally, like an impatient kid with a mystery novel looking to the last page to see “who dun it,” I flipped right to the section titled “CMOs Rally Around Customer Value.” Don’t worry, I’m planning on reading the rest, I’m just—as I’m sure you could attest to—much more interested...
We’re giving thanks for a very special, upcoming episode by giving back to a very special charity! Next Friday, 11/29, we’re thrilled to be airing an episode of Renegade Thinkers Unite featuring none other than Nala Cat, the world famous, feline influencer with over 4 million followers (and her very own CAA agent—the only cat to achieve such a thing)!...
Recently, Forrester released a considerable report that covers 2020 predictions in everything from artificial intelligence in business, to personalization in B2C marketing, to cybersecurity, and much, much more. Though extremely substantive, we homed in on the B2B marketing elements (fitting, given that we’re a strategic boutique for B2B marketers). One section in particular struck us as especially interesting. The title,...