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Christopher Ross

Research Director
Christopher Ross is a Research Director covering marketing leadership and management. He is focused on the structure and dynamics of next-generation marketing organizations, marketing innovation, B2B marketing, content marketing, buyer...
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Blog

The Everything Business

Christopher Ross | March 30, 2017

One of the most memorable agency pitches I’ve ever seen hinged on highlighting homogeneity. I worked at a large telecom company in a business unit focused on the small business space. We were doing a full agency review and had…

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Blog

Don’t Be a Martech Fred

Christopher Ross | February 15, 2017

Sure, six grand seems like a lot of money for a mountain bike, but look at that thing! Standing in the bike shop I’m silently enumerating all the many merits of this carbon fiber miracle and attempting to justify spending…

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Blog

The Problem With Personas

Christopher Ross | February 03, 2017

There they are, staring back at you from a PowerPoint deck…shallow, clichéd, painfully obvious customer personas. Maybe it’s Paige the busy soccer Mom. Henry the young urban professional, or Caroline the busy senior executive, but none of them are providing…

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Data, Desire and David

Christopher Ross | December 19, 2016

The Gartner data-driven marketing survey indicates 69% of marketers believe most of their decisions will be quantitatively driven by 2017, so that means we’ve officially entered the era of the data-driven marketer. Welcome. My daily conversations with marketing leaders, agencies…

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Nailing Your First 100 Days as a Marketing Leader

Christopher Ross | November 04, 2016

2006 was a tough time to be a CMO, research by search firm Spencer Stuart reported average time in a CMO position was a ridiculously short 23.2 months. Things have improved since then, despite their newest research showing a slight…

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Marketing Lessons from an Italian Unicorn

Christopher Ross | October 13, 2016

Filippo Brunelleschi is one of the world’s most influential people that you’ve probably never heard of. His work had nothing short of a profound influence on Renaissance figures like Alberti, Masaccio, Donatello, Leonardo Da Vinci, Michelangelo, and Raphael. Names that…

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Moby Dick Marketing

Christopher Ross | September 22, 2016

Herman Melville could have used a more aggressive editor. While Moby Dick, his epic 135 chapter, 600+ page american classic is an icon of modern literature, there are likely more than a few readers who believe he could have reduced…

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Zooming Out – 2016 Gartner Hype Cycle for Digital Marketing and Advertising

Christopher Ross | August 09, 2016

“Hype – an ingenious or questionable claim, method, etc., used in advertising, promotion, or publicity to intensify the effect.” Hype, by definition should make us all a little wary. Gartner Hype Cycles are designed to help sift, sort and qualify…

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Blog

Fun Money – Innovation Without Expectation

Christopher Ross | February 11, 2016

One of the big insights from the Gartner 2015 CMO Spend Survey (Watch the webinar overview here) was that senior management expectations for marketing to innovate increased more than any other area from the previous year. Beyond that, 71% of…

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Blog

The Joy of Less

Christopher Ross | January 18, 2016

In January our marketing ambitions for the fresh year usually haven’t yet collided with the inevitable obstacles that are sure to come. We roll into the new year with renewed budgets and our own variety of big hairy audacious goal…

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