Amy Radin’s Post

Amy Radin hits the nail on the head: marketing is changing. It’s no longer strategy, creativity and execution, highly traceable conversion and linear distribution; we are stepping into a rapidly-changing, technicolor world of reaching audiences. Cost savings efforts are forcing marketers to be a true jack-of-all-trades, including having the technical chops to choose the right tools and technologies. Technologists must adapt, ensuring simplicity and understanding against the business need for those decision-makers. Marketers, are your partners and colleagues rising to the occasion? Simplifying the complexity, hearing the business needs and architecting simple, easy-to-use solutions? Marketing and advertising are fundamentally changing and the landscape will be completely different in a few short years. Are you ready?

The average tenure of Fortune 500 CMOs shows signs of stabilizing, though volatility remains high at leading consumer brands. According to Spencer Stuart’s latest report, the average #CMO tenure was 3.1 years in 2023. Further, 71% of all Fortune 500 CMOs were acting in that function for the first time, a figure that climbs to 74% among the top-100 advertisers. 58% of Fortune 500 CMOs were promoted from within last year, up from 54% in 2022, according to Spencer Stuart. This trend was more apparent at #B2B firms, where 63% were likely to do an internal hire versus 53% of #B2C brands. 68% of exiting Fortune 500 CMOs either being promoted internally or taking a lateral or larger role elsewhere, the report said. Taco Bell for example appointed brand chief Sean Tresvant as CEO while Starbucks in March named global #marketing chief Brady Brewer to chief executive of international operations. #marketing #leadership

This article about the move away from CMO roles across organizations clearly points out a shift. Certainly it seems true when you look at Starbucks, AB InBev, The Coca-Cola Company who have all moved away from the title. My take on this shift is that the role is actually evolving and so title doesn’t matter. The insights shared by Spencer Stuart and Richard Sanderson clearly drive this point home. The role is getting more essential and more directly a part of the company’s growth strategy. It’s no longer good enough to own the advertising and branding, marketers need to be business leaders driving growth everyday. So forget title, think business, think growth, think customer centricity, and then who cares what the title is… you will be a leader of impact! #cmo #cmoasgrowthleader

Product - Marketing - Sales - Supply Chain all these connect with Profit Centre’s CEO-CMO-CSO-CFO need to collaborate and understand the recipe of Business to make it more sweeter

☕ Starbucks' New Boss Brian Niccol is the Latest CMO-to-CEO Success Story... 🥤 🤔 But why is this headline more *surprising* than just.... normal? 🤔 ❓ The inability to frequently move up into the #CEO role or #Board level shouldn't be as much of an #outlier as it is, but it is certainly not something we see or read about as regularly as I'm sure a lot of #Marketing Executives might like. Why ❓ Is the CMOs #predicament more indicative of the plight of the CMO in general? What needs to happen for the CMO-to-CEO path to become more well trodden? Some thoughts on how to increase the likelihood of a CMO to make this #transition and organic within more organisations: 💡 - there is a need for Marketing to be more aligned to the specific #corporate #goals set by the CEO or CFO 💡 - Marketing must prove the #value and #ROI of initiatives with more clarity to articulate the impact of marketing - educate stakeholders 💡 - #cross-#collaboration drag is holding back a more distinct handover point with Sales colleagues to join forces in proving how winning the customer is a shared / joint venture Marketers can take control of their own #destiny, but firstly they need to understand what their bosses need to see to make that happen. 👆 What are your thoughts and experiences? 👇

There is a trend we’ve been seeing this year and it’s happening in the C-suite.  A bunch of new CEOs are coming into companies in distress. ☕ Brian Niccol going from Chipotle to Starbucks. 🦐 Damola Adamolekun going from P. F. Chang’s to Red Lobster. ✈️ Kelly Ortberg going from Rockwell Collins to Boeing.  These shifts have implications for brands: ❓How should the new incoming CEOs think about managing their new brands? ❓How should existing marketing leaders think about helping the new CEOs? 🔗 Read our viewpoint where Matt Williams and Rian Chandler-Dovis (Managing Partners at Brand Federation) explore how CEOs and marketing leaders can have a shared understanding of brand equity from this latest trend: https://hubs.la/Q02VfbCS0

Starbucks eliminated the global CMO role. Should your company do the same? It's a bold move that has everyone talking. But before you follow suit, let's dig deeper. First, Starbucks isn't abandoning marketing. They're decentralizing it. By empowering regional CEOs to oversee marketing alongside operations and digital, they're betting on speed, agility, and localization. It's a calculated play for a global giant like Starbucks. But is it right for your company? Here's what you need to consider: 1. The Evolving CMO Role ☕️ Marketing is no longer just about brand and creativity. It's data-driven, tech-enabled, and intertwined with sales and operations (or should be). ☕️ CMOs are increasingly accountable for revenue growth and demonstrating marketing's business value (think profit center, not cost center). ☕️ The role has expanded into customer experience, digital transformation, and corporate strategy. 2. Your Company's Needs ☕️ For large, global companies with diverse markets, a decentralized structure could be a game-changer. ☕️ Smaller companies or those in a single market may still benefit from a centralized CMO's strategic leadership. ☕️ Eliminating the CMO role doesn't mean marketing isn't important. I think it's more about structuring it for maximum impact. 3. The Path Forward ☕️ There's no one-size-fits-all approach. You need to thoughtfully assess your marketing needs and structure leadership roles accordingly (obvious, right? then why haven't you done it?). ☕️ Whether you retain, redefine, or redistribute CMO responsibilities, the key is ensuring marketing has a strategic (and loud) voice aligned with driving business growth. ☕️ Starbucks' move reflects the evolving nature of the CMO role. But it's not a prescription for everyone. Before following the latest trend, remember that the perfect blend is key in business, as in coffee. Craft your own unique recipe for success. #CMOLeadership #CEOLeadership #MarketingStrategy #BusinessGrowth --- I empower CMOs and CTOs to enhance customer experiences and future-proof their martech stack. Follow me for more 'back to basics' insights you can use - today. Need help? DM me and let's talk.

The great experiment has begun. Wonder whether it will lead to good outcomes or worse. In my experience, completely dissolving functional leadership doesn't help. === At the same time, marketers are having to do more with less, with every dollar working harder — and some are even expected to exceed these higher expectations of the job despite being fractional CMOs. The tumult of the CMO role in recent years has certainly become more intense. Last week’s shake-up at Starbucks, with the company retiring the global CMO role altogether, could be seen as another chip against the role. Walgreens, Etsy and UPS have also eliminated the role. With that said though, McDonald’s eliminated its global CMO role and then brought it back not even a year later in 2020, and Coca-Cola went through a similar process in 2019 — although it took the company closer to two years. #cmo #marketing #leadership #starbucks

True story: A financial advisor recommended a client to ditch my contract 3 years ago, because I was “too expensive” 🫠. That decision almost took them to bankruptcy<—-isn’t this more EXPENSIVE? 🙄😒 3 years after trying everything they’ve returned. What they discovered and didn’t know? I’m not a traditional agency marketer. I treat marketing with business acumen in mind. The smarta** financial advisor unplugged, not the “useless social media marketing”, but the business life support that had marketing in it. Of course, he didn’t know, neither my client, this is the strategy I implement. The advisor found them other agencies with big names in it and the price tag (remember I was an “expense” 😏) to manage the brand I built with my own hands. None could find the recipe. (My brain 🧠 was nowhere to be found 🤷🏻♀️) One ☝🏼 of them resigned 3 months after trying stating to the client: “I don’t know how she did it, but this is too much for us.” No, It’s not too much. But the focus was placed incorrectly in marketing. Business acumen is what many marketers must train more in to become an asset to invest in and transform the perspective that we are an expense in the P&L. We’re not. The priority of marketing must be the business first and second the brand. #Marketing can become the life support of any business to the point, where if it’s unplugged, could become the mistake of the century. 3 months in with the client. The negative numbers are improving. Last meeting with financial advisor, the client: “The numbers are improving, it’s obvious she’s back”. (The 🧠 is back 😅🤣) Marketers, make yourself valuable (and irreplaceable) increasing your #businessacumen.

On the third and final day of the National Retail Federation’s conference, Retail’s Big Show, attendees packed in a few more presentations and last-minute insights from retail’s established and emerging leaders. #InsideRetail #Retail #retailnews #federation #conference #insights