Marketing Against The Grain The 3 Ways To Get A CEO To Green Light High-Risk Marketing Ideas (#185)
Dec 26, 2023
CEOs often prioritize capturing demand, but marketing needs a boost in creativity and risk tolerance. The hosts discuss the importance of aligning the visions of CEOs and marketers for success in 2024. They outline three actionable strategies to bridge the gap between these two perspectives. Additionally, they examine how strong collaboration and accountability can help marketing leaders secure support for innovative initiatives. The conversation offers practical insights for CMOs aspiring to take on CEO roles.
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Demand Creation vs. Capture
- CEOs often prioritize capturing demand over creating it, wanting measurable ROI.
- However, increased demand creation makes capturing demand more effective.
Marketers' Creative Struggle
- Marketers struggle to justify creative, demand-generating work to CEOs focused on measurable results.
- This leads to repetitive, safe B2B marketing, limiting creativity and innovation.
Articulating Marketing Value
- Marketing leaders should clearly articulate the value of all marketing efforts, not just demand capture.
- Focus on clear problem statements, customer-centric work, and tangible deliverables for CEOs.