what do they need from us? how do we deliver what they need better than our competition delivers it? What has to change for marketing to become relevant to CEOs -- and for CMOs to keep their "seat in the suite"? Let's start by throwing stuff out. The 4Ps -- product, promotion, price and place? In the dumpster! Let's start to think and act like strategic business executives not kids playing with the latest toy and trying to show mom and dad how well it works.
THE THREE CORE QUESTIONS CEO's FACE Here's an easy place to start. Answer the following three questions for your company or organization: email list Where are we? 2. Where have we agreed to go in five years? 3. How do we get there profitably and increase shareholder value? In one form or another that is what every CEO is trying to determine.
Twitter, Facebook, Digg, Reddit, Radian 6, only matter if they help answer the last bullet, and I believe they can -- when applied correctly to the right problem. So if that is the CEO's short list, what should marketing's be? Let's go back to Professor Kumar. Here is the set of questions he poses that every marketer needs to become relevant to the CEO and his or her agenda. You need to answer these.