The Everything Business

By 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…


Don’t Be a Martech Fred

By 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…


The Problem With Personas

By 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…


Data, Desire and David

By 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…


Nailing Your First 100 Days as a Marketing Leader

By 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…


Marketing Lessons from an Italian Unicorn

By 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…