Resource Overview

This eWorkshop will present an appropriate set of questions the CEO can use to engage the marketing function and we'll suggest resources that will help marketers to provide quality answers.

eWorkshop: CEO Marketing Relationship

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eWorkshop Description:

The relationship between the CEO and the marketing function in many organizations is dysfunctional. The scope of management oversight the CEO provides marketing ranges from none to micromanagement. Neither of these extremes are healthy for the organization.

During this 30-minute eWorkshop, Demand Metric will present an appropriate set of questions the CEO can use to engage the marketing function. These questions are fair, insightful, penetrating and sometimes difficult for the marketing function to answer, but will lead to a productive dialogue that benefits the entire organization. The questions are:

  1. What's the status of our brand?
  2. What plans are there for moving marketing from a cost center to a revenue center?
  3. How is marketing exploiting our differentiation in our marketing and communications?
  4. How pervasive is the marketing culture throughout the entire organization?
  5. What measurements are being used to track the results of our marketing efforts?

 

Each of these questions will be discussed in detail and resources suggested to help marketers provide quality answers to them. This eWorkshop is ideal for C-level executives and their marketing teams.

About the Instructor:

Jerry Rackley joined Demand Metric in October 2011 as Vice President of Marketing & Product Development. He began his 28-year marketing career at IBM, and his work record includes experience in the technology and financial services sectors. During his career, he has worked with companies ranging in size from startups to members of the global 1000, performing marketing, marketing communication, public relations and product management work. A graduate of Oklahoma State University, he is an adjunct Marketing faculty member in the Spears School of Business. He resides in Stillwater, Oklahoma with his wife and family.