What the New Breed of CMOs Know That You Don't
SUMMARY
This book should be viewed as a “primer” for any new or aspiring CMO, C-suite peer to marketing, or marketer looking to ‘up their game’, and as such it provides a range of ideas, concepts, approaches and considerations from a wide range of CMOs who are driving significant transformation within their organizations. The chief marketing officer is arguably the least understood role in the C-suite by both the outside world and internal audiences. Job specifications differ widely — much more than for the chief executive officer (CEO), chief financial officer (CFO), or chief talent officer. This book helps to define parameters for both B2C and B2B marketers and points to some game-changing strategies designed to lead change and deliver success.
Following the success of her first book, The Changing MO of the CMO, MaryLee Sachs has drawn on her research and interviews with some of the most inventive new CMOs from companies in established and emerging markets. What the New Breed of CMOs Knows that You Don’t speaks to the future of marketing, the strategic value of the function and the role of the CMO.
Following the success of her first book, The Changing MO of the CMO, MaryLee Sachs has drawn on her research and interviews with some of the most inventive new CMOs from companies in established and emerging markets. What the New Breed of CMOs Knows that You Don’t speaks to the future of marketing, the strategic value of the function and the role of the CMO.
REVIEWS"The practical wisdom shared by smart marketing leaders creates a handbook for how CMOs
can take integration to the next level of effectiveness and how collaboration redefines marketing's influence in the C-suite.” – Christa Carone, Chief Marketing Officer, Xerox Corporation "I have seen at first hand the dramatic changes in the role of the CMO over the last 15 years. The role continues to evolve and increase in importance and MaryLee's book provides incredible insight into the way the CMO role will continue to develop. It's a must read for aspiring and seasoned CMO's who are looking to keep ahead of the curve.” – Guy W. Longworth, Senior Vice President PlayStation Brand Marketing, Sony Computer Entertainment Americas "What the New Breed of CMOs Know That You Don't delivers enlightening and relevant examples of how successful CMOs have led business transformation by changing the culture of marketing. Access to this breadth of advice and experience will benefit any marketer, especially new CMOs.” – Angie Kyle, CMO, Insurance Group, New York Life Insurance Company “Once again, MaryLee offers an illuminating view of the crucial — and changing — role of the modern CMO. By focusing on newly-minted, next-generation CMOs, she offers fresh thinking and cutting edge ideas for marketing leadership.” – Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth College "An excellent source of information and ideas for how new generation CMOs are transforming their roles into enterprise-wide change agents.” – Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management at Northwestern University “MaryLee, through her insightful research and interviews of CMOs, offers new ideas and lessons for marketers responsible for leading a change agenda in their organizations.” – John A Quelch, Charles Edward Wilson Professor of Business Administration, Harvard Business School Professor in Health Policy and Management |
ABOUT THE AUTHOR
MaryLee has over 25 years of integrated marketing experience in the international arena. Resident in the UK for 17 years before moving to New York nine years ago, she has worked with and advised many blue-chip organizations including P&G, PepsiCo, Kellogg’s, American Express, HSBC, Johnson & Johnson, Kodak, Motorola, Anheuser-Busch, Patek Philippe, Porsche, Beiersdorf and others. In many cases, strategic direction and campaign execution spanned the European region or were international in scope. Most work included integration across marketing disciplines.
LAUNCH
MaryLee Sachs unveiled her new book at the Cannes Lions International Festival of Creativity on June 17, 2013. A panel of CMOs, featuring Julie Woods-Moss, CMO of Tata Communications, and Douwe Bergsma, CMO of Georgia-Pacific, was moderated by Renee Wilson, president of MSLGroup's North American business. The panel was entitled: "Partners in Crime — How CMOs Find and Foster the Best Talent".
In advance of the Forum session, the Changing MO Consultancy Group and MSLGroup
co-created and co-produced a 30-second video to promote the event, which played on the theme of CMO language versus creatives' approaches. |
