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Jake Sorofman

Research VP
Jake Sorofman analyzes digital marketing strategy, trends and practices. He focuses on customer experience and content marketing and helps clients use these techniques to engage customers, evangelize their brands, grow revenue and transform their business.
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A CMO by Any Other Name

By Jake Sorofman | March 29, 2017

Last week, AdAge and other outlets reported, somewhat breathlessly, that Coca-Cola CMO, Marcos de Quinto, was leaving the company after just over three years in the top marketing post. His replacement? Nobody. Coke has decided to fold the marketing function…


Four Ways Customer Experience Projects Can Go Off the Rails

By Jake Sorofman | February 21, 2017

There are a lot of reasons customer experience projects can fail, from lack of visible executive support to misaligned incentives to a culture that doesn’t celebrate and reinforce the primacy of the customer. But, even when these things are adequately…


The Three Cs of Messaging and Positioning in Marketing: Pick Any Two

By Jake Sorofman | January 12, 2017

Late last year, I shared some thoughts on how and why positioning and messaging efforts so often go off the rails. One of the anti-patterns I described was what I called “hoarder complex,” where marketers treat messaging like a catchall…


The Content Supply Chain is the Rate Limiter to Digital Marketing Maturity

By Jake Sorofman | December 08, 2016

All the energy and investment you commit to automating digital experiences at scale may be for naught if you’ve failed to pay adequate attention to the content supply chain. Why? Because the content supply chain is the rate limiter to…


Six Reasons Why Your Positioning and Messaging Probably Isn’t Working

By Jake Sorofman | November 29, 2016

I spend a fair amount of time talking to companies about positioning and messaging, which appears to be an endemic challenge for pretty much everyone. This is particularly true for technology vendors, who face the headwinds of the tyranny of…


Understanding the Modern CMO: A Conversation at The Churchill Club

By Jake Sorofman | November 18, 2016

On Wednesday night, I had the chance to moderate a panel discussion at The Churchill Club in Silicon Valley on the future of marketing. Here, I sat down with Karen Walker, CMO of Cisco; Liza Landsman, chief customer officer of…