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Laura McLellan

Research VP
Laura McLellan guides CMOs and marketing leaders on sources and uses of expense and capital spending. Her research also focuses on the roles and structures of marketing organizations so that marketing leaders can become digital business...
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5 Predictions for Marketing in 2016

December 12, 2014 | 0 Comments

No, that’s not a typo in the title – these are predictions for marketing in 2016. There are plenty of articles and blogs predicting what will happen in marketing in 2015. Wading through them and gleaning the valuable predictions from the self-serving or just plain silly ones is at least a day’s effort for you.… Read More

10 Proof Points – Why Customer Experience Is the Next Big Thing

October 17, 2014 | 0 Comments

If you’re bombarded as much as most marketers are with pushed content, then you’re probably skeptical of one more claim for the “next big thing”. Every marketing technology and service provider, every specialized association and publication, and every “independent” pundit has at one time or another proclaimed the “next big thing” you need to pay attention… Read More

The Resurgence of Strategic Alliance Managers

September 12, 2014 | 1 Comment

The digital economy is causing unlikely corporate bedfellows to hook up. Someone has to explore, negotiate, and manage those expanding channel relationships so they create seamless and positive customer experiences to produce profitable results for both parties.  Where the early steps take place varies widely by company – chief strategy officers’ team, CFO’s team, CMO’s… Read More

Five Reasons CMO Alliances With C-Suite Peers Fail, Part 1

July 25, 2014 | 0 Comments

In five alliterative words, the reasons for failure can be categorized as focus, fit, feasibility, function and financial.  “Collaborate or die” may be an over-exaggeration, but as companies grasp the magnitude of change necessary to survive and thrive in the world of digital business, the most successful understand the need for cooperation between executives.  CMOs… Read More

Marketers Should Love Their New Reality – P+L Responsibility

July 10, 2014 | 0 Comments

Every day we read about the changing role of the CMO and their increased responsibilities and impact on the business.  But nothing says marketing has successfully morphed as much as its responsibility from a cost center to a P&L.  Once a function has P&L responsibility, it has no choice but to deliver – to meet measurable… Read More

Marketing Organization Will Continue As a Perpetually Unfinished Work In Progress

June 20, 2014 | 0 Comments

Last fall I added a garage to my house. That set a chain of events in motion that caused major changes to the landscaping around my family home.  It irrevocably changed when oak and pine trees came down, a bulldozer dug up the back yard for a new septic system, 40-year old rhododendrons and a… Read More

Marketing’s Voracious Appetite for Innovation

May 23, 2014 | 0 Comments

In case you had any doubt that marketers are hungry for innovation, consider these three points.  First, Unilever announced the launch today of its “Unilever Foundry” program  – open to marketing start-ups working across areas including digital, content, social and mobile.  Not run by central marketing, as its existing Go Global Incubator program  is, the new program… Read More

Marketers Allocate 9% of Their Budget for Innovation

April 28, 2014 | 0 Comments

Gartner’s 2014 digital marketing spending survey validated a figure  that’s been postulated – marketers set aside 10% of their budget for activities that lead to future growth.  Of the 276 managers who responded to the question “Does your organization allocate a portion of its total marketing expense budget to innovation?”, 83% said yes.  Asking those… Read More

CMOs and CIOs Are Two Functions Divided by Language

April 25, 2014 | 1 Comment

In fact, digital marketing and the rest of the company are separated into those who not only recognize words and phrases, but can correctly explain what they mean, and use them properly.  Heaven only knows how deep the creative bent of marketers is – leading them to invent new words and use old words differently.… Read More

The Ultimate Key to CMO Tenure: Align Up, Down and Sideways Expectations

April 21, 2014 | 0 Comments

“Under what conditions is it possible for a CMO to achieve all the expectations for growth, revenue, profit, innovation, customer relationships, new technologies, etc. placed on them?”  That’s the question someone asked me this week.  When I started to think about the answer, the first thing that came to mind was “who sets the expectations?”… Read More