Articles From Mike Walsh View Profile

Share this Article
  • Your CMO Needs an Upgrade

    Mike Walsh, Your CMO Needs an Upgrade

    Your CMO Needs An Upgrade

    Marketing might be rocket science, after all.


    Being a CMO will be one of the most interesting, but also one of the toughest jobs in the 21st century.

    Consider the context: consumer behaviour is changing faster than the planning cycle of marketing campaigns, marketing technology is becoming the most complex part of the enterprise stack while the rise of agile, ruthless competitors from new markets means that brands have to achieve global scale to avoid imitation and replication.

    Things were once far simpler.

    The average household watched television at dinner time, read the newspaper at breakfast, listened to the radio on the way to work, and enjoyed magazines in between.

    Today, consumers have multiple devices, intelligent objects and networked screens surrounding them. They are exposed to as many as 10,000 ads per day. Eight billion of us have cell phones, and over three billion people are on the Internet.

    Technology is changing marketing, but that doesn’t mean that the CMO of the future should act like a CIO. High performance CMOs don’t need need to manage and provision IT systems, but rather what it takes to push technology to its limits in the service of transforming customer experience.

    The platform doesn’t matter. How people use it, does.

    That should come as no surprise. Of all the roles in the business, marketers have always been closest to the customer and the market. What has changed in the 21st century is not the focus of the marketing team, but the source of their insights. In the past, focus groups, market research studies and advertising agencies were reliable channels of consumer information. No longer.

    Marketers must be data natives. Like high frequency traders, they have to design platforms and deploy resources so that they are always in the middle of real-time data streams, constantly testing and adjusting their market interventions.

    Data is the lingua franca of the modern enterprise. Finance, HR, IT, customer care, marketing and operations are all moving into the Cloud, becoming more integrated and automated. As that happens, data will change from being something used to describe past events?—?to a currency of real time value that can be used to not only predict what might happen next, but actually shape the design and delivery of your product.

    Why measure brand awareness, when you target a specific individual? In the data driven enterprise, it is possible to track the lifecycle of a customer?—?as they undertake their journey from an initial brand discovery, through to trial, purchase, evangelism and upgrade. With that information at your disposal, there is nothing you cannot achieve. You can literally design an entire company to serve a single person.

    The next generation of companies will do just that. We are moving into the era of hyper-personal business. Already, no one sees the same retail home page at Netflix or Amazon, nor the same newsfeed on Twitter or Facebook. These are companies built to scale for millions of customers, but fashioned to serve just one at a time.

    Embracing data has real rewards. According to McKinsey & Company, companies that are more data-driven are 5 percent more productive and 6 percent more profitable than other companies. If anything, that understates the case. Can you really say that Netflix is simply 5 percent more productive than a TV network, or Amazon slightly more effective than another retailer? In truth, they are entirely new kinds of businesses.

    Change is not easy. Marketers have been schooled to think in channels, not customer behaviours, to measure their success through abstractions not algorithms, to create strategy not run experiments, and to applaud advertising that wins awards not customers.

    Embracing a new marketing playbook will be confronting both for you as a leader, as well as for the rest of your team. But doing nothing is no longer an option. Your customers will force you to change long before your shareholders do.

Share this Article
X

FIND A SPEAKER

TESTIMONIALS

Testimonials
  • The Nebraska Hospital Association along with numerous other state hospital associations have enjoyed a long-standing relationship with Executive Speak...
    The Nebraska Hospital Association
  • "Everyone loved Bob and he was so nice on site. Thank you for all you did. The process was so easy and we will definitely work with you again next yea...
    NBC
  • "I want to thank you for helping with our Principals Day event. Marshall Goldsmith was excellent. Not only is Marshall the consummate professional, be...
    Burns & McDonnell
  • "I LOVE this list that you sent me! I emailed several different places on Tuesday an...
    CoreLogic
  • I want to thank you for all of your assistance you and Jenny were wonderful. If it had not been for you sending me suggestions I would not have found ...
    West Virginia Tourism
  • "I shared with Kaplan [Mobray] that I had never had this type of experience with ANY vendor I have worked with in the past. Your responsiveness to urg...
    Gates Corp.
  • "Richard, Your ability to put me in front of just the right group again and again, is nothing short of amazing. You work your tail off, you sweat the ...
    Alan Hobson
  • We truly appreciate the excellent support and attention to detail we have received from Executive Speakers Bureau.  They have provided us with so...
    IBM
  • “Thank you guys it was a pleasure working with you.... You made the whole process easy. Thanks again”
    CableNation
  • "I will be sure that all involved know what a wonderful resource you have been. The universe smiled on me when I discovered Executive Speakers and you...
    Ocala Eye
  • "This year’s speaker line-up at our Summer Meeting was the best yet. We knocked it out of the park. Thanks for all your help securing such excel...
    North Carolina Hospital Association
  • "My entire team has enjoyed the experience of working with you and ESB more than words can express. Everything was handled in a professional and timel...
    Cregger Company
  • "Thank you so much for all your help in putting this together on such short notice. I will definitely use your services again in the future."
    Applied Materials
  • "As I mentioned before, your engagement model was incredibly easy to work with, and I know we came to you on short notice!  I would highly recomm...
    Capitol One
  • As always, you deliver excellent service. Thanks!
    Camden National Bank
  • "We not only went 3 for 3 but I'd say they were all home runs! Thanks for your help on the speakers. It was a key and very positive component of our c...
    Chem-Dry
  • "The group that I work with to obtain all of my keynote speakers is Executive Speakers Bureau and I can tell you that I don’t like working with ...
    Indiana Youth Institute
  • "It was a great pleasure to work with you in making this event a success. Your professionalism, attention to detail and response to all my questions a...
    Fellowship of Christian Athletes
  • I’ve used the services of a number of speakers bureaus in the past. However, my current experience working with the Executive Speakers Bureau ha...
    Intel
  • "WOW, is all I have to say and thank you!  Our event was a huge success and you never steer me wrong, both David Cottrell and Ryan Estis were exc...
    ICMI
  • "Let me tell you that the ESB team and Christine's responsiveness, follow up, proactivity, industry knowledge, and overall customer service was phenom...
    Clear Link
  • Bridgeworks was awesome!!! Great feedback from all!! Thanks for all of your collaboration and positive we'll use you in the future.  
    Johnson & Johnson
  • Thanks to you, Jo and the rest of your team.  You are the BEST.  Knowing you are behind a speaker allows us the luxury of concentrating on o...
    Ohio Hospital Association
  • Everything went really well and we really enjoyed having Jack Uldrich as our speaker!  He was entertaining and funny and provided great examples....
    Novo Nordisk
  • You ladies really are the BEST!  After this event I am going to be on the hunt for keynote speakers in May.  I really want to work with you ...
    ICMI
  • "Let me just say again, what a pleasure it is to work with you and ESB. You really make it harder for others to reach the bar."
    ASTD
  • Thanks to Richard and Jo for all the coordination. Another homerun from Executive Speakers Bureau!  
    Wisconsin Hospital Association
  • Thank you to both of you for everything surrounding Mr. Will as our special guest. I suspect, soon, I will be in touch regarding our next event. 
    Oxford Financial
  • The event was EASY Cake! and it went over very very well.  Thank you so much for the help and organization, it made my life very easy. 
    Boys & Girls Club
  • Our bank has held an annual business and economic conference for the past 9 years.  We have worked with Executive Speakers every year and I have ...
    First Midwest Bank
  • "We loved our speakers. Thanks to you and your team for your outstanding service and thank you for your patience!"

    National Association of the Blind
  • "My mind was very much at ease knowing that Jack Uldrich was so well prepped.  I will definitely use your agency again."  
    EAIE
  • "Your tenacity and persistence in staying in touch with us is a model example of good salesmanship and partnering.  I will be using you as an exa...
    Schneider Electric
  • "Thanks to you and Jo for all your efforts.  Connie Podesta and Roger Dow were great!"   
    National Apartment Association
  • "You made my job so much easier! You are the only bureau I will use."     
    Sigma Systems
  • "I wanted to share with you feedback of my experience in working with Executive Speakers Bureau.. Very responsive and detail oriented.  When I wa...
    Amdocs
  • "I appreciate your recommendations.  In addition, you are always a pleasure to work with and understand the pains of an over worked meeting plann...
    Milliman
  • We could not have done it without you.  Thank you for the outstanding suggestions.  The speakers were by far the best we have ever had.
    FedEx
  • "OMG Richard! As always you make me look like a rock star. Every single speaker we selected hit it out of the park. Thank you again. Can't even say wh...
    Arizona Hospital and Healthcare Assn.
Need Suggestions? Have Questions?

Need Suggestions? Have Questions?

Call us to discuss how we can help find the right speaker for your organization.

Get Ideas in 2 Hours or Less

Please fill in information below

Executive Speakers Bureau consistently receives praises about our speed and efficiency. From the beginning of your event planning, our extensive online speaker database and resourceful staff allow us to quickly equip you with the best speaker for your event.

Need a last minute speaker? No worries. Our speed and efficiency help us give you ideas for speakers in two hours or less.


Privacy by SafeSubscribeSM