A story about C-level conversations between the CMO and his peers prior to their 2015 company sales kick off meeting.

1. ISSUE #14
Influencer Insights With Brad Haugen, CMO At SB Projects
Global Branding And The Non-Profit Organization
A Chief Marketing Officer Kicks Off 2015
The Trouble With Better Mousetraps
Big Data The SMART Way
...and much more inside.
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2. 38 Building Your Business From The Brand Up
A trim balding man in khakis with a button
down shirt, the CMO looks the part he has
played for so many years – the affable,
hardworking executive who gets the job
done. It’s the 2015 sales kickoff meeting and
he is sitting in the front row with the rest of
the executive team, getting ready to address
the troops.
He could still remember a time when these
meetings required full business attire, there
was no PowerPoint, and there were no
smart phones or facilitated hashtagged
social conversations with the audience.
The business world had changed, and he
loved it. He had been one of the first to join
LinkedIn back in 2002, and could tweet and
blog with the best of them. Social media and
mobile devices were changing the business
landscape, and his company was determined
to meet the transformation challenge.
The prior year had involved several one-on-
one meetings with his counterparts. They
were productive, but at times he could still
feel a little tension and some apprehension.
Information Technology - The Chief
Information Officer
The prior year had begun with several
meetings involving the Chief Information
Officer. In late 2012 Gartner analyst Laura
McLellan had published a report that
contained the statement “by 2017, the CMO
will spend more on IT than the CIO”. Of course
a sound bite like that raised some eyebrows
in both marketing and IT.
It was time to check their facts and see if that
prediction could be supported with their own
data. The CMO and CIO had already been
working closely together over the past couple
of years as a result of the organizations
ongoing social media and mobile marketing
initiatives. And what did they discover?
That technology spends of 17% was indeed
the second largest part of their marketing
budget. But for their company, the associated
dollar value was not more than the IT budget
or likely to overtake it. What was actually
becoming of greater concern was the number
of applications, programs and platforms the
small marketing team was being tasked to
learn and manage. In fact, across all the
marketing functions, the number currently
stood at well over two dozen.
A Chief Marketing
Officer Kicks Off 2015
Alan See
Extracted Article. More at www.brandquarterly.com

3. Brand Quarterly 39
2015 CMO/CIO View:
Marketing departments are often responsible
for several ‘IT’ applications. They can include
aspects of CRM, marketing automation, email
marketing, website analytics, data analytics,
marketing research, creative applications,
webinar-meeting, and more. This doesn’t
even begin to touch on all the new social
media and mobile marketing related
platforms and applications that are now part
of the strategic marketing plan.
The CMO and CIO need to focus more
on matching talent and headcount to the
applications that are actually being used and
bringing value, than worrying about who has
the bigger budget.
Sales – The Chief Sales Officer
Like many CMO’s he had started his career in
sales. He had carried a quota and covered a
territory just like the CSO. That background
brought great credibility and helped them
agree on many strategies; but they could
still have their moments when it came to
lead generation. Of course sales would like
“qualified, ready-to-buy right now” leads. But
they both know in complex solution selling
environments that’s not a realistic expectation.
Marketing was providing support through
the entire sales cycle, but their main focus
– including the budget – was on the front
end. Creating awareness, generating interest
and building greater industry credibility had
Extracted Article. More at www.brandquarterly.com

4. 40 Building Your Business From The Brand Up
been important to helping them engage
with prospects and customers. And the
fact that over 60% of their marketing budget
was dedicated to lead generation activity
supported that point-of-view.
2015 CMO/CSO View:
There will always be some degree of tension
between sales and marketing when it comes
to lead generation activity. And that’s OK,
the key is not to let it spiral out of control.
One area the CMO and CSO agreed needed
more focus was on helping the sales teams
understand and make better use of social
media, particularly LinkedIn.
Many sales people still viewed LinkedIn as a
resume tool. They were not leveraging it as
a business development platform. Subject
matter experts from the marketing team will
be spending more time training the sales
teams, one-on-one if necessary, in order to
make improvements in this area.
Legal – Chief Legal Counsel
A few years ago the CMO and Chief Legal
Counsel had a difficult relationship. At one
point the CMO had actually said “I’d rather
go to the dentist than have a meeting with our
legal department”. The reason is that Legal
and HR had formed an alliance to ban all
corporate social media activity. Employees
were not allowed to access LinkedIn during its
early years and later on blogging, Facebook
and Twitter went through similar review
processes. That was now in the past, the
legal department was onboard.
2015 CMO/Legal View:
Legal understands the value of social media
and recognizes the fact that there will always
be some degree of risk associated with
those media channels that cannot be totally
mitigated. However, that doesn’t mean
marketing gets a free pass.
The marketing department will work to
make sure all “Social Media Policies and
Procedures” documentation is always up-
to-date and communicated throughout the
CEO:
I hear about
social media all
the time now;
but does Wall
Street really
care if we get
social?
What’s our
competition
doing?
CFO:
Are we
talking about
decreasing
expenses or
increasing
revenues
with this
strategy?
CIO:
What about
network
security?
By the way,
we can’t allow
everyone to be
downloading
all these
untested
desktop
social
apps.
Sales:
Are we using
this to generate
leads or is it about
customer
service?
If it’s
about leads,
will the quality
be any good?
HR:
Are we going
to allow all
employees
access?
If so,
what about
productivity?
Extracted Article. More at www.brandquarterly.com

5. Brand Quarterly 41
Extracted Article. More at www.brandquarterly.com
Alan See
Principal, Chief Marketing Officer | CMO Temps, LLC
Alan See is a senior marketing executive and currently ranked as the most followed CMO
on Twitter by Social Media Marketing Magazine and a Top 1% Influencer by Kred. His rare
ability to speak Web 2.0 and Sales 101 in the same sentence makes him a popular blogger
and conference speaker. Alan has over 25 years of industry experience and has performed in
senior marketing, senior analyst, management consulting, and sales management roles at
MindLeaders, AT&T, Seapine Software, AberdeenGroup, Teradata, SAS Institute, Cap Gemini
Ernst & Young, and NCR Corporation. He has also served as an associate faculty member at
the University of Phoenix facilitating courses in Marketing & Management Theory.
www.cmotemps.biz
organization. This will be very important
because new “Social Employee Advocacy”
software applications are likely to expand how
marketing leverages social media throughout
the company, in order to help employees feel
comfortable in the role of brand advocates.
Human Resources – Chief Human
Resources Officer
Like legal, HR has been fully engaged with
marketing as it related to the new social
media channels. Sure, in the beginning
they worried about employee productivity
and whether or not social media was even
relevant to their functional area. At times they
still wonder about the productivity, but they
definitely see the recruitment value.
2015 CMO/HR View:
There is one important area the CMO would
like to see a change made as it relates to
HR and how their current processes impact
the corporate brand. This project will also
involve IT.
Current HR applications and processes offer
prospective employees the ability to connect
their LinkedIn profiles and / or upload their
current resumes. Either way, the process still
requires them to enter the same employment
and education history that can be found in
those sources. This duplication of effort is
time consuming, frustrating and leaves a bad
first impression of the corporate brand.
The Chief Executive Officer
The Chief Executive Officer came up through
finance and is pretty much a numbers person.
And, as you might suspect, the CEO takes
special interest in things that increase revenue,
decrease costs, or mitigates risk. In short, that
means the question “What’s the ROI?” is never
going to be far from the surface.
2015 CMO / CEO View:
The CEO is taking the stage now to kick off
the meeting. Let’s listen…
“What is currently impossible to do that if it were
possible would change everything.”
That’s an interesting question to open the
meeting with…
“Well, use the hashtag #ItsPossible for today’s
meeting because we’ve got big news!”
OK, the CEO is more than just a numbers
person! The CEO understands the
importance of leading by example and is not
afraid to leverage the new social platforms.
It’s going to be a fun year!
...there will always be some
degree of risk associated with
those media channels that cannot
be totally mitigated.

6. Building Your Business From The Brand Up
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Influencer Insights Interview: Brad Haugen
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Extracted Article. More at www.brandquarterly.com

7. Brand Quarterly
Marketers: Gain Greater
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Laura Patterson
56
From The Editor
This year don’t blend in… Stand Out! Your business IS your brand, so maximise every area of it, from
marketing, to customer service, finance and HR.
We have a brilliant lineup of contributors in this issue, each sharing their knowledge to help you do
just that - maximise your brand and your business. Along with a few of our returning reader favourites,
I’d like to welcome our six first time contributors - it’s a pleasure to have you on board!
This issue also sees us welcoming the first of our new Brand Benefactors - organisations that believe
in our vision and are helping Brand Quarterly benefit more businesses and business professionals. In
continuing our great relationship with the Brand2Global conference, it’s wonderful to officially have
them join us as Brand Benefactors. And we’re also excited to welcome the internationally recognised
LocWorld conference and event series to our Brand Benefactor family. We really appreciate your
support guys.
Speaking of support… a big thanks to our readers who’ve connected with us via social media - your
social love and sharing is truly appreciated. As is your feedback. Following your requests, subscribers
will soon have updates on the latest online articles winging their way directly to their inboxes.
So if you haven’t already, come join the conversation, let’s connect on
Twitter @BrandQuarterly and/or LinkedIn.
That seems like the perfect place for me to sign off. Enjoy the insights
shared from our contributors in this issue... and if you love it, feel free
to share it :)
Cheers,
Fiona
Brand Quarterly magazine
ISSUE #14 - Published FEB 2015
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Big Data The SMART Way
Barnard Marr
52
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