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Publish or perish: Why chief marketing officers must become publishers to drive growth
This paper presents research confirming that publishing — defined as the production, management, distribution and optimisation of marketing and sales content at scale — has become essential to the future growth of every business. Marketing executives now view marketing content, in the form of marketing videos, white papers, collateral, articles, case studies, blogs and training resources, as the lifeblood of modern marketing. The research confirms that optimising marketing content is critical to growing the top line. The paper presents five key findings: (1) publishing has become essential to the future growth of every business; (2) managing the growing cost and complexity of content operations is a critical business issue; (3) chief marketing officers must become publishers in order to build brands, engage customers and support sales effectively; (4) marketers must simplify, streamline and automate their publishing processes to grow effectively; and (5) marketers who do not optimise their publishing process are putting their growth plans at risk. This in-depth analysis of best practices is designed to teach chief marketing officers — and their direct reports — about the steps they must take to simplify, streamline and automate their publishing processes successfully.
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Bruce H. Rogers writes for Forbes about thought leaders changing the business landscape and is responsible for Forbes Media’s Insights division and CMO Practice. Forbes Insights is a strategic thought leadership practice engaged by blue-chip companies such as IBM, KPMG, Google, EY, Deloitte, Cisco and others. The Forbes CMO practice comprises content, thought-leadership and events for senior marketers incorporating the Forbes CMO Network and events like the Forbes CMO Summit. He is the co-author of the recently published report ‘Publish or Perish — A CMO Roadmap for Managing, Systematizing and Optimizing the Marketing Content Supply Chain’.