Do CMOs Like to Play the Field?

AMIResearch2014Infographic_thumb.jpg

CMOs are a funny breed. They work with a constant tension – half living in the shadow of the former incumbent and half looking towards their own future vision. And with a tenure that lasts about 45 months, that means that there is about two years’ worth of clean air for the marketing chief to make their stamp on a business. It’s precious little when you think about it.

So, from an agency point of view, working with a CMO also has challenging ramifications. Is there alignment between the agency and the CMO? Is there a long term partnership? Or is there a whole new agenda at play?

The Agency Management Institute has released a study that looks under the hood at what truly drives the agency partnership by interviewing CMOs from across the US. It reveals three main style of CMO:

  • Looking for love: these are the CMOs who are in it for the long haul. They are looking for the one-stop-shop and see the agency as a partner in the business and brand building process
  • Playing the field: this is the CMO who hires best of breed. They want the expert know-how and will shake up the agency relationship to keep the blood pumping
  • Single and satisfied: these CMOs are firmly in control of their own destiny – they’ve got strong in-house teams and use agencies on a project by project basis.

Understanding the CMO you are dealing with can help you plan ahead. But there are some things that all the CMOs agreed upon – agencies need to stop being pushy and need to work on building trust levels. Easy to say, hard to do.

 

ami5027-ResearchInfographic

Take the Australian Social Business Survey 2014

2013-10-04 16.11.14

To call out the term “social business” seems almost anachronistic in 2014. After all, aren’t we all now working in “social businesses”? Haven’t we all been part of the digital transformation sweeping every business?

Well, yes and no.

When I ran my first social business survey back in 2011, I was interested to gather some data on Australian-based businesses. After all, there was plenty of information available about the US – but anecdotal evidence suggested that we were behind that curve. Way behind. And again, in 2012, the survey revealed that there was a gap – not only between Australia and the US – but between businesses and the customers they served. It was what IBM called a “perception gap”.

These days, despite what we hear at conferences and read on news sites and blogs, it seems that social business, digital transformation and (dare I say it) innovation continues to struggle. Sure there are pockets of connectedness. Campaigns for transformation and change. And even some success stories. But what is the true picture?

Participate in the survey and receive the report for free

When you participate, you not only have the chance to share your perspective on the state of social business / digital transformation in Australia. You will also receive a copy of the report when it is complete. This will allow you to get a sense of where you and your business stand in relation to others.

Please take a few minutes to complete the survey. And if you already happen to have AskU on your smartphone, simply enter the Private Code social2014 [case sensitive]. And be sure to share it with others. The more responses we get, the better the report will be.