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Three principles to guide CMOs for success in a changing marketplace
Journal of Brand Strategy,
8
(1),
42-47
(2019)
Abstract
This paper examines why the challenges facing today’s marketing leaders are especially daunting and how their role is evolving under pressure from multiplying marketing channels and technologies, fragmented audiences and an ever-increasing demand for content. The CMO has always been an essential change agent for a business, serving as the bridge that connects the company, the customer and the relevant marketing tools. But in order to meet expectations for both greater return on investment (ROI) and more creative storytelling, the author suggests marketing leaders draw on three tried and true marketing principles, updated for the demands of today’s business environment.
Keywords: marketing; chief marketing officer; marketing technology; marketing principles; marketing challenges; digital marketing; marketing storytelling; data analytics
The full article is available to subscribers to the journal.
Author's Biography
Mike Linton is Chief Marketing Officer (CMO) of Farmers Group, Inc. He joined the organisation in 2011 and is responsible for marketing (both traditional and digital), consumer research and analytics, internal and external communications and strategic planning. He began his career in brand management at Procter & Gamble in 1980. He went on to hold various marketing and general management positions at Progressive Insurance, James River Paper Company and Remington. In 1999, he moved to Best Buy, where he became its first ever CMO, responsible for all marketing, consumer research, call centres and public and investor relations. In 2006, he moved to eBay, first in general management, then as the CMO. He is on the board of directors of Capella Education. He previously served as a director of Peet’s Coffee & Tea, Support.com and the Allen Edmonds Shoe Company. He holds a Bachelor of Science degree from Bowling Green State University, in Ohio, and a Master of Business Administration degree from Duke University in North Carolina.
