Common Attributes of Today's Leading Tech CMOs
Each year IDC completes a rigorous study of technology marketers' efficiency of their marketing organization. This includes over 100 of the leading tech. firms, representing over $400 B in revenue. To help separate the "leaders" from the "laggards", I've developed a Marketing Performance Matrix (2x2 matrix) to stratify marketing leaders and laggards. Each participating company is located on the Matrix as a function of the efficiency of its organizations' operations and the effectiveness of its execution. However, the numbers are only part of the analysis. We also interview the CMOs at several companies within the leadership quadrant. Here's a bit of what we've learned from these market leaders: Gain the trust of your CEO and CFO. Nothing gains the C-level team’s trust of marketing more than demonstrating fiscal management responsibilities and receiving high praise from the sales organization. Nortel’s executive team was extremely impressed with t...