The Cmo's Periodic Table: A Renegade's Guide To Marketing

Paperback | November 19, 2015

byDrew Neisser

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Imagine how much you would learn if you could converse with 64 of the brightest minds in marketing. Now imagine if those conversations were focused on all the essential elements that go into being a top-notch chief marketing officer and organized into seven logical, intuitive categories. Now you can stop imagining, and start reading The CMO’s Periodic Table, an essential resource for the modern marketer.


Over the last five years, thanks in large part to his friends at The CMO Club, author Drew Neisser has interviewed over 100 marketing leaders at prominent companies such as American Express, Audi, Belkin, Black Duck Software, Converse, College Humor, D&B, Dow, and many more. These interviews, 64 of which are highlighted in this book, reflect the fundamental diversity of challenges and subsequent solution sets deployed by each.


Though these interviews don’t yield a magic formula, they offer something a bit more profound and definitely more fundamental—a compendium of elements that every marketer has or will need to examine in the very near future. Organized into a CMO-worthy periodic table modeled on the classic organization of the chemical elements, the chapters progress from basic challenges like research and strategy, to internal issues like culture change and managing up, to advanced, highly volatile subjects like risk-taking and changing agencies.

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Imagine how much you would learn if you could converse with 64 of the brightest minds in marketing. Now imagine if those conversations were focused on all the essential elements that go into being a top-notch chief marketing officer and organized into seven logical, intuitive categories. Now you can stop imagining, and star...

Drew Neisser, founder and CEO of Renegade, is a recognized authority on cutting-edge marketing techniques having won virtually every award imaginable for creativity and campaign effectiveness. Recognized in 2014 by Brand Quarterly among “50 Marketing Thought Leaders Over 50,” he is an engaging speaker who has provided exper...
Format:PaperbackDimensions:320 pages, 8.9 × 5.9 × 0.7 inPublished:November 19, 2015Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0134293789

ISBN - 13:9780134293783

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Extra Content

Table of Contents

Foreword by Don Peppers
Introduction

 

BASIC ELEMENTS
Setting Expectations: Jeffrey Hayzlett, C-Suite Network
Planning: Bob Kraut, Papa John’s
Research: Eric Eden, Cvent
Strategy: Colette LaForce, AMD
Branding: Dave Minifie, Centene
Rebranding: Wendy Newman, AMN Healthcare
Measuring: Antonio Lucio, VISA
Metrics: Dan Marks, First Tennessee Bank
Consistency: Louise Camuto, Camuto Group
New Products: Lee Applbaum, Patrón Spirits


INTERNAL ELEMENTS
Build Trust: Chris Brull, Kawasaki
Organizing: Stephanie Anderson, TWCBC
Reorganizing: Jonathan Becher, SAP
Global Agendas: Phil Clement, AON
Retooling: Mark Hanna, Richline Group
Leading Change: Elisa Romm, MasterCard
Cohesion: Raj Rao, 3M
Consultative Selling: Snehal Desai, Dow
Culture: Phil Granof, Black Duck Software
Empowerment: Sheryl Adkins-Green, Mary Kay


TRANSITIONAL TRENDS
Marketing Automation: Jon Miller, Marketo
B2B Content Marketing: Judy Hackett, D&B
B2C Content Marketing: Richard Marnell, Viking River Cruises
User Generated Content: Evan Greene, Recording Academy / The Grammys
Influencer Marketing: Tami Cannizzaro, IBM
Grassroots Marketing: Kyle Schlegel, Louisville Slugger
Storytelling: Kieran Hannon, Belkin
Social Media Success: Scot Safon, The Weather Channel


VOLATILE FACTORS
Agency as Partner: Terri Funk Graham, Jack in the Box
Changing Agencies: Barbara Goodstein, Tiger Holdings 21
Retail Partners: Colin Hall, Allen Edmonds

Risk-Taking: Marty St. George, JetBlue
Befriending Data: Mayur Gupta, Kimberly Clark
Media Mixing: Sanjay Gupta, Allstate
Tiny Budgets: Julie Garlikov, Torani Foods
Crisis Management: Doug Duvall, Sprint


SILICON RALLY
CRM: Tim McDermott, Philadelphia Eagles & Philadelphia 76ers
Mobilizing Digital: Martine Reardon, Macy’s
Integrating Mobile: John Costello, Dunkin’ Donuts
E-mail Efficacy: Shannon Smith, J. Crew
Real Time Marketing: Adam Naide, Cox Communications
Online Optimization: Steve Fuller, L.L. Bean
Web Experience: Rose Hamilton, Pet360
Going Viral: Paul Greenberg, CollegeHumor


NOBLE PURSUITS
Marketing as Service: John Hayes, American Express
Social Customer Service: Kim Musgrave, McDonald’s
Pure Creativity: Loren Angelo, Audi
Customer Centricity: Ani Matson, NEA Member Benefits
Building Community: Chip Rodgers, SAP
Going Green: Tom Santora, Omni Hotels
Foundations: Bo Segers, PEDIGREE Foundation
Sustainable Design: David Bright, Knoll
Living the Brand: Cammie Dunaway, Kidzania
Social Purpose: Daniel Lubetzsky, KIND Snacks


INERT FUNDAMENTALS
Showing Courage: Sir Terry Leahy, Tesco
Personal Branding: Maria Winans, IBM
Listening: Trip Hunter, Fusion-IO
Learning: Kate Chinn, Tishman Speyer
Evolving: Roberto Medrano, Akana
Empathizing: Alicia Jansen, MD Anderson
Networking: Matt Sweetwood, Unique Photo
Power Networking: Porter Gale, Start-up Advisor
Sharing Passion: John Yembrick, NASA
Always Innovating: Beth Comstock, General Electric

 

AFTERWORD

 

ACKNOWLEDGEMENTS 

Editorial Reviews

"The CMO's Periodic Table is a remarkable collection of advice and ideas from dozens of senior executives. It's a Ph.D. in marketing science, all in one book"   Jay Baer, President of Convince & Convert and New York Times best-selling author of Youtility   "The CMO’s Periodic Table opens with a bang and remains a riveting read throughout, thanks to its clever organizational structure and deeply insightful interviews. Drew has gathered an amazing collection of professionals, many of whom share the passion and perseverance that it takes be successful in any field, especially marketing." Linda Kaplan Thaler, Chairman of Publicis New York, bestselling author, with Robin Koval, of The Power of Nice, and Grit to Great.     “Along with being written by an exceptional marketing thinker and practitioner, The CMO’s Periodic Table is an artfully conceived goldmine of marketing wisdom. Drew distills practical guidance from his illustrious interviewees on the very topics–strategy, metrics, data, customer-centricity, innovation, and more–that are essential to every modern marketer.” David Rogers,  faculty at Columbia Business School and author of The Digital Transformation Playbook   "This book, with its selection of interviews from marketing, advertising, and media communication experts, is an excellent complement to any undergraduate or graduate marketing course. Students are always eager for advice from practitioners. The interviews cover a wide range of topics that anyone interested in the discipline of marketing needs to understand to excel in the marketplace." Martha Reeves, professor of marketing, Duke University “Drew is a marketing guru. His interview questions leave no ground uncovered, making you feel as if you’re getting crucial insider knowledge from these CMOs. You’ll want to keep this book on your desk so you can refer to its content time and again, applying it to your own marketing goals and challenges.” Robin Landa, Distinguished Professor of Design, Kean University, and author of Graphic Design Solutions, 5th edition     "Students and marketing executives won’t find a better way to learn about cutting-edge marketing than from those who have cracked the code. Drew Neisser has skillfully assembled the combined wisdom of 64 CMOs. Insights gained from the book will help executives up their game and students think like a seasoned exec." C. Samuel Craig, Professor of Marketing, Stern School of Business, and author of Global Marketing Strategy     “Whether you’re an entrepreneur or an executive at a Fortune 500 company, Neisser’s book is an invaluable guide to the essential elements of marketing with riveting insights from sixty-four of the best and brightest.” Bryan Eisenberg, entrepreneur and NYT best-selling author of Call to Action   "I have been reading Drew’s blog for years and found The CMO’s Periodic Table to be a really useful progression, rich with insights for marketing students and professionals alike. Although all of the interviews are thought provoking, I particularly recommend the element called Marketing as Service, which aligns perfectly with my Marketing with Meaning philosophy!" Bob Gilbreath, best-selling author of The Next Evolution of Marketing   "Having been a CMO and now an advisor to many, I believe The CMO’s Periodic Table is a must-have resource for anyone interested in decoding the complexities of marketing. The thought leaders gathered in this book are rich with insights that can save you innumerable missteps whether you're just starting your career or a veteran looking to sharpen your chops."   Paul Dunay, Financial Services Marketing Leader at PwC, best selling author of Facebook for Dummies “Drew provides invaluable lessons from the CMOs and marketers on the front lines to help you create a disruptive company... or prevent your company from being one that perishes.“ Ted Rubin, author of Return on Relationship “Every C-Suite executive has to deliver success–and this book gives CMOs the formula.”  Jeffrey Hayzlett, Primetime TV & Radio Host, Keynote Speaker, Best-Selling Author and Global Business Celebrity     "The CMO’s Periodic Table is a masterful collection of insights thoughtfully arranged for marketers of all vintages. As a fellow writer, I really appreciate Drew’s deft writing style and how he draws out the wisdom of his sixty-four marketing connoisseurs. It is definitely worth reading AND sharing."   Bryan Kramer, CEO of PureMatter, best-selling author of Shareology   "The CMO’s Periodic Table is like going to the best marketing buffet you could imagine. Each chapter is a delectable morsel of insightful commentary from some of the tastiest ‘chefs' in the biz." Joel Comm, New York Times best-selling author of Twitter Power