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CMO Survival Guide

Course Contents

Chapter 1: The Marketing Credibility Challenge

Section 1: DO Better

Chapter 2: Why Messaging is not just a Marketing Job

• Misunderstanding #1: Brand does not equal Logo
• Stand for something
• Behaviors matter more than what you say
• Misunderstanding #2: Branding does not necessarily = spending $80M
• Landmine: Does the CEO "Get it"?
• Work list for Chapter 2

Chapter 3: Think Like a General Manager

• Understanding what the GM of a business unit hopes for, worries about and measures
• Useful tools & templates, to drive the discussion
• Why you need a strong financial/operating person on your staff
• Landmine: What if you get stiff-armed by the business units?
• Make sure to tie your marketing approach to business model objectives.
• Work list for Chapter 3

Chapter 4: Establish a Very Clear Desired Outcome for Marketing

• Mapping your marketing strategy to business outcomes.
• What are the key business initiatives? What is the desired outcome for each?
• Templates for marketing business plans and desired outcomes
• Getting your desired outcome for marketing ratified
• Landmine: Once you get organized around outcomes, you discover you actually are not spending money on what's important!
• Work list for Chapter 4

Chapter 5: Build your Personal Leadership Strategy

• Why you need to build and live your personal brand
• Why you need to be viewed as a great leader by your own team.
• Developing your Leadership Priorities
• Managing what you are known for
• Work list for Chapter 5

Chapter 6: Building the Right Team, Special Considerations

• You need Former Field People on Your Team
• Why Technical Sales Consultants will make you Smart
• Don't skimp on Regional Managers
• Landmine: Product Marketing Doesn't Report to You
  • Marcom stays "stupid"
  • No ability to create an integrated market approach
  • Sometimes it's a crappy product causing bad perceptions, not bad messaging
  • Work list for Chapter 6

Section 2: LOOK Better

Chapter 7: Manage Stakeholders & Risk Areas

• The CEO
• The CFO
• The Board of Directors
• Product Marketing
• Sales/Channel and Regions
• Business Units
• Employees
• Landmine: Too much input
• Work list for Chapter 7

Chapter 8: Build your Internal Communication Plan

• Building and Managing your Stakeholder Communications Plan
• The Desired Outcome Report: discussion and template
• The Impact Report: discussion and template
• The Internal PR Report: discussion and template
• Stakeholder Communications Action Plan & template
• Work list for Chapter 8

Chapter 9: Presenting your budget so you get to keep it.

• Typical marketing budget and issues
• Left Column makeover - aligning with the business
• Headings makeover - give some negotiating room
• Musts, current projects, new initiatives, and strategic investments
• Business-aligned rollup
• It's good for you too.
• Work list for Chapter 9

Chapter 10: Measures and Reporting, guiding principles

• Be Prepared
• Be clear on why you are measuring things
• Measuring PR
• Measuring Advertising
• Landmine: How much money are you wasting on leads?
• Work list for Chapter 10

Chapter 11: Do a bigger job

• Use the Web
• Business Planning
• Employee Development
• Special Projects

Conclusion and Additional Resources