A great article in Ad Age about the Association of National Advertisers CMO roundtable with CMOs from Best Buy, Con Agra, Fidelity, and General Mills referenced transparency and chemistry as drivers for marketing.
First of all, Mr. Speros [Fidelity] said, you’ve got to realize that the clock is ticking. “Velocity is key, because you don’t have a lot of time to make a difference,” he said. “You have to get in very fast and make relationships with the right people, understand the hot-button issues.”
I love the word “velocity” in the relationship business. Also, consider that time is money. Set an agenda, stick to it, and stay cognizant of the time you’re using of your top execs. They’ll appreciate it and build the basis of a strong relationship (and maybe an advocate as well).
Of equal importance is to build a learning culture within the organization. Ms. Chow [Con Agra] developed a training system for social media with executives. I can’t think of a better way to develop ideas and partnerships at the same time.
So what does marketing look like in your organization?Are you working the floor, listening, sharing ideas and moving a thought to action? Think about your role in the context of these tweets from my buddy Josh Fleming @admavericks.
Everytime you’re w/a client, give them what they asked for, but always give them a new idea.
or
Tell them. Tell them again. Tell them what you told them.
By the way – kudos on the big win for best blog!
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