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Chief Marketing Officers at Work
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This book contains 29 exclusive, in-depth interviews with chief marketing officers like Jeff Jones of Target, Linda Boff of GE, Brian Kenny of the Harvard Business School, Trish Mueller of The Home Depot, and Seth Farbman of Spotify.This book will help C-level executives and others who interface and collaborate with marketing departments to understand how marketing drives growth at both startup and enterprise levels, and how marketing has moved from art to science. Trends in digital marketing, analytics, and marketing automation have pushed marketing to adopt data-driven approaches that would make a CFO's head swim. Marketing increasingly overlaps with business functions that were previously viewed as separate and distinct like sales, HR and recruiting, customer service, operations, and technology. This change in the status quo requires individuals in these roles to better understand how marketing works and how it can help them achieve their objectives, and the interviews in this book deliver those insights.Who Should Read This Book?CMOs, other marketing executives, and aspiring marketing executivesC-level executivesAdvertising execs, media planners, public relations professionals, digital marketers, and other marketing professionalsAdvertising agencies and marketing and PR firmsEntrepreneursAll others who interface with marketing functions in their own rolesWhat the Reader Will LearnHow chief marketing officers from leading corporations, nonprofits, government entities, and startups got to where they are today, what their job entails, and the skills they use to thrive in the CMO roleHow top marketing executives adapt to changes impacting their jobs in the areas of technology, language, and cultureHow the CMO works in an environment of ever-increasing collaboration where the roles of CEO, CTO, COO, and CMO are blurringHow the CMO role is now dominated by data rather than gut decisionsSample QuestionsThe interviews in this book all started with the same question, asking how the marketer being interview began his or her journey and the path that led to the role they now hold. Here is a sampling of other questions that formed the basis for these interviews: What is your philosophy on building and managing a marketing team?How do you attract and retain top marketing talent?What do you look for in hires?Do you have any experience breaking down silos, and how can a CMO facilitate that?How do you make sure your goals are aligned with the overall organization?What kind of metrics do you focus on?How is globalization affecting marketing for you?How do you make sure you're in touch with your customers and understand their needs and wants?What organizations are you a member of and what value do you receive from them?What kind of data do you have access to and how do you use data in your role?What channels are you using to connect with your customers?How do you keep up with all the different marketing vendors, channels, and opportunities?How do you get through to consumers in a world of ad blockers where consumers have control?What do you think the future of marketing will be and how will it be different from today?What are some of the skills CMOs need that don't get enough attention?What are your thoughts on marketing to millennials?If there was anything unexpected that resulted from these interviews, it was how tech-savvy these executives were. These individuals are hardly the types to engage in "Mad Men"-style marketing. They are driven by data, yet also aware of the risks posed by depending too much on that data. They are always learning and progressing. Now you have the opportunity to learn from them.
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Product details
Paperback: 330 pages
Publisher: Apress; 1st ed. edition (August 5, 2016)
Language: English
ISBN-10: 1484219309
ISBN-13: 978-1484219300
Product Dimensions:
6.1 x 0.8 x 9.2 inches
Shipping Weight: 1.2 pounds (View shipping rates and policies)
Average Customer Review:
4.7 out of 5 stars
16 customer reviews
Amazon Best Sellers Rank:
#348,366 in Books (See Top 100 in Books)
Steimle provides readers with an inside view of what makes a successful CMO, what they focus on and measure, the technologies they use, and their perspectives on the future marketing. I enjoyed the diversity of individuals and experiences his interviews captured. You can pick and choose the chapters on CMO's of most interest to you. I started with that approach, but ended up reading the entire book in a couple of days.
This is a must-read book for any marketing organization embarking on a digital transformation. It's written in a practical, interview style that is highly relatable and exceptionally valuable for new marketing leaders. After I read it, I bought copies for my entire global marketing team and required everyone to select a CMO from the book. Every team member delivered a 5-minute presentation on their CMO. The team loved the book and started applying many of the strategies in our program.
Josh just flat out knows what he's doing. I own a digital marketing agency and a software development company and the things he's placed in this book will improve all aspects of your career in any kind of marketing. I've placed this book in our company library for interns and others to reference.
A wonderful tool so you can learn from others in order to not make the same mistakes as they did! - Mareo
Hi I’m Douglas Burdett, host of The Marketing Book Podcast and I’d like to tell you about the book “Chief Marketing Officers At Work†by Josh Steimle.So if you work in marketing you’ve probably noticed that it’s changing. A lot. In fact, an Adobe study of marketers indicated that 76% of marketers think that marketing has changed more in the past two years than the previous fifty. So if marketing has changed so much, then what the heck are chief marketing officers doing at some of the biggest, best-known and fastest-growing companies these days?With Josh Steimle’s new book, “Chief Marketing Officers at Work,†we have a much better idea. The book contains 29 in-depth interviews with chief marketing officers from companies like, GE, Harvard Business School, The Home Depot, Nestle' and Target.The interviews are eye-opening!If you’re a marketer, you’ll want to see just how much marketing has moved from art to science. And how trends in digital marketing, analytics, and marketing automation have pushed marketing to adopt data-driven approaches that would make a CFO's head swim. And if you’re in the C-Suite, you’ll gain an appreciation for how marketing has changed, particularly how it overlaps with business functions that were previously viewed as separate and distinct like sales, HR and recruiting, customer service, operations, and technology.One of the most interesting insights I gained from this book is how given the changes in marketing and how it’s much more directly connected to revenues and growth, it’s no surprise that the CEO position is increasingly being filled by former CMOs.If you want an extremely up-to-date perspective on what chief marketing officers actually do and how they are leading organizational change and overcoming challenges, you’ll want to read this book.And, to listen to an interview with Josh Steimle about “Chief Marketing Officers At Work,†visit MarketingBookPodcast.com
Chief Marketing Officers at Work is a brilliant book that contains some invaluable advice. As marketers, we often learn through case studies, industry reviews and white papers, or experimentation. CMOs at Work goes over the marketing background, career growth, and what works for 29 marketing leaders working in some of the most established startups and corporations worldwide.The book will reveal some of the successful strategies of marketing directors, CMOs, and marketing influencers in high tier organizations. It covers some hiring advice, managing marketing teams, building a successful marketing strategy, valuable tools and techniques, how to sift through data and how does a marketing strategy transform over time. It's a must-read and is also available on Audible.
This book needed to exist, and so I’m very thankful for it. However, I wish the author hadn’t used a “standard questions†approach. There were opportunities for follow-up questions to take topics into greater detail that weren’t taken advantage of, as well as natural opportunities to follow threads out of superficial depths. The “standard questions†approach allows each interviewee’s answers to be more effectively compared, but it’s a dull format, and a truly skilled interviewer would have done an even better job with this same concept for a book. Compare this book to Gig: Americans Talking about Their Jobs and the contrast is huge. In Gig, we get to much better, more insightful content and better stories.
This book is a gem. One of my favorite books (series) is Market Wizards, which are interviews with traders. This Chief Marketing Officers at Work takes a similar approach interviewing CMOs. I like hearing about how each CMO approaching marketing. It helps me improve, confirm, and discard my philosophy of marketing in the context of my business. I find myself thinking, throughout the book, 1) Yes, I do that, I must be on to something; 2) I have thought about that, many I should do that, I knew I was on to something; and 3) I didn't know that. I should work on that. I believe this book will be foundational in my marketing education and plans for becoming a CMO.
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