According to recent research, 40 percent of CMOs do not feel prepared to meet their marketing objectives, and 70 percent believe they have only five years to fundamentally overhaul their company's corporate marketing model in order to achieve competitive success.

CMOs report that inefficient business practices and the lack of funding and resources are among the barriers they face that ultimately hinder them from improving their performance and meeting their business goals. The five major marketing capability areas that are impacted by these hindrances are digital orientation, customer analytics, offering innovation, customer engagement and marketing operations.

Read more: http://www.mediapost.com/publications/article/199150/financial-considerations-for-cmos-in-the-digital-a.html?edition=60044#ixzz2TZcQ5bhX
 
 
by Jennifer Barron
Many senior marketers have not mastered the art of turning marketing-speak into the financial language that resonates with directors. If brand value and the benefits of brand-building investments are not translated into the language of numbers, marketing will always be at a disadvantage in winning over the board. Here are five reasons to bring brand into the boardroom. ...More
 
 
The "sunk-cost fallacy," in which people throw good money rather than "waste" what
they've already invested, can actually lead to smarter business decision-making,
researchers say. Sunk costs serve as a reminder of the importance once
attributed to a given outcome, helping people and organizations to persevere
even when the reasons for doing so are obscured by more immediate pressures.
That's particularly valuable after leadership transitions, when the precise
logic behind a past decision isn't clear, researchers note. Kellogg  Insight


 
 
 
Subway and Apple lead the list of the eight brands that have shown the greatest growth in brand value since the BrandZ Top 100 study was launched in 2006. WPP's Millward Brown released this "top risers" list in advance of its release of this year's Top 100 study on May 21. ...Read the whole story >>