The CEO’s Guide to Marketing The one with Visa CMO Frank Cooper about predicting and interpreting outcomes.
Feb 5, 2025
Frank Cooper, CMO at Visa, previously with Blackstone and Buzzfeed, discusses the critical role of marketing in driving commercial outcomes. He delves into causation versus correlation, emphasizing the importance of understanding emotional connections in marketing strategies. Cooper also highlights the significance of brand trust in the dynamic payments landscape and shares insights on navigating long sales cycles. He underscores that effective B2B marketing requires both creativity and collaboration across departments to foster consumer loyalty and drive business success.
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Marketing Defined
- Marketing is a set of strategies and tactics designed to shift perceptions, emotions, and behaviors.
- Its goal is to drive sustainable, profitable growth, encompassing both external behavior changes and internal shifts in perception and emotion.
Measuring the "Interior Dimension"
- Measuring the internal aspects of marketing, like emotions and perceptions, is challenging but possible using the scientific method.
- Apply practices, gather experiential evidence, and have a community validate the findings, similar to how meditation's effectiveness is studied.
Communicating with the C-Suite
- When explaining marketing to CEOs/CFOs, focus on their existing experiences rather than their marketing knowledge gaps.
- Translate marketing efforts into the language of profitable consumer behavior, emphasizing how specific actions contribute to revenue or profit.