A new year presents many new opportunities. From new relationships to new challenges to new ways of thinking, CMOs must be on top of learning from their own journeys, as well as the journeys of others who have blazed new trails that set them apart from the competition. Several contributors of our exclusive content on CMO.com touched on opportunities and challenges CMOs face and how CMOs can navigate the rapidly changing landscape so they and their colleagues can do a better job and grow together as a team.
CMO.com spoke with Expedia senior marketing director for EMEA, Andrew Cocker, about the collaboration culture built into the way Expedia functions as a business. Cocker shared the surprising revelation that Expedia doesn’t have a digital department. In fact, everyone’s role at Expedia is both digital and analytical in some way. By being tech-minded and having a “test-and-learn” mentality, Expedia is able to “continually refine the travel experience, and make it more efficient.”
Kerry Glazer, CEO of AAR, shared some important insights for CMOs calling for a pitch to either replace an agency or add a new agency. The pitch process can take several months, potentially impacting staff and other agencies a company works with in a variety of negative ways. Glazer shared some tips to avoid some of the fallout that can often occur during the pitch process. Communication is most important before calling for a pitch. Keeping everyone in the loop and on the same page will help ensure that the marketing team continues to work at peak performance during the pitch process.
Glazer shared some additional thoughts in another post about what companies can do to create a more satisfying relationship with a new agency before the pitch process even begins. The key is to be intentional and establish some clear expectations upfront about the kind of behaviour you want to see from the agency and from your own people. Working with a new agency is an opportunity for a new start for many businesses, and a little work ahead of the pitch will help create a more positive working relationship down the line.
Jon Bains, founding partner of What & Why, discussed the challenges of change management. As culture and technology continue to evolve, the business world continues to be all about the changes companies need to make to stay ahead. The challenge for CMOs lies in the staff that is perfectly happy with the way things currently are. They’re coming to work each day and getting paid, and they have no interest in changing. Bains encourages CMOs to look at a change management program as an opportunity to demonstrate a willingness to change and to be open with staff about why it’s important. Staff look to the CMO to be the leader, and taking the lead in being positive and upfront can make all the difference.
Klaus Sommer Paulsen, CEO creative director & founder of AdventureLAB, shared his insightful quick guide to marketing innovation. If you want to be awarded the title of marketing innovator, it’s important to get outside of your current knowledge and learn something new. Paulsen encourages readers to do some research to decide what kind of learning to invest in. He also encourages marketers to take new concepts and deconstruct and reengineer them. Finally, getting outside of yourself means finding the people that challenge your own thinking. You’ll be much more poised to be a marketing innovator if you’re taking opportunities to learn and grow.
We hope you’ll spend some time engaging with these and several of our other CMO.com exclusives. Please let us know what you think.