Ask Five Questions Before You Innovate

By Jennifer Polk | October 27, 2017

Digital marketers find themselves at the front lines of innovation for a variety of reasons. The rise of digital marketing positioned marketing leaders who embraced digital as change agents. Then, digital marketing gave way to digital business transformation, and those…


Debunking Three Common Myths about Personalization

By Jennifer Polk | September 29, 2017

Personalization is quickly becoming one of the leading techniques in customer marketing. But it isn’t easy, or easily understood. In fact, there’s hype surrounding personalization, from software providers promising double-digit growth to marketing departments drowning in customer data. Here we…


Why CMO Don’t Want to be the CEO

By Jennifer Polk | September 21, 2017

“If everything is important, then nothing is.”              Patrick Lencioni The scope of nearly every role, not just marketing, is expanding in all different directions. Even the janitor is tasked with more than sweeping up. They’re also expected to recommend more…


Back to Basics: Branding Remains at the Core of Marketing

By Jennifer Polk | September 13, 2017

Marketing leaders are facing tremendous “scope creep” in terms of the span of their roles and the responsibilities of the marketing organization. Gartner’s 2017 CMO Strategy Survey shows CMO and marketing executives are taking on greater accountability for the end-to-end…


Balance Strategic Vision and Tactical Execution

By Jennifer Polk | September 07, 2017

Successful CMOs understand the need to be well-rounded, delivering and demonstrating both strategic vision and tactical execution. Marketing leaders who focus too much of one or not enough of the other undermine their effectiveness.  And it isn’t enough to set…


Brand Marketers, Answer a Higher Calling to Remain Relevant to Customers

By Jennifer Polk | August 31, 2017

There are brands that we know and love—the ones that stock our pantry shelves and adorn our clothing. There are companies that are woven into the fabric of our communities—whether they’re mom and pop businesses owned by friends and neighbors…