Michael Leander – New CMO of Strategic, Talks About Two Crucial Marketing Areas to Fix!
Marketing is the most powerful weapon any organization has, BUT only when it is done the right way with the right channels targeted at the right people. However, marketing can also be the worst thing that could happen to an organization when it is not up to par.
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Michael Leander, the New CMO of Strategic Outsourcing Services, is an acclaimed marketing speaker and trainer who has been in the marketing spectrum for more than 20 years. He speaks to Suresh Thomas, General Manager — Strategic Outsourcing Services, about the two things that CMOs need to fix to get marketing up and running like never before. He says that holding the position of a CMO is ten times tougher now than it had ever been in history.
Two important marketing areas CMOs need to fix:
1. Engaging through the right channels at the right time:
Catching up with real time marketing trends makes CMOs go insane. To make matters worse, the upcoming channels make it all knotty. Organizations get involved in a lot of activities through different channels without the knowledge of the basic objective behind the effort. Most CMOs get drawn towards new trends without diagnosing its relevance to the brand. They think that diverting from the usual tactics would pour in results. However, this results in a shift of focus from significant tactics to not-so-important marketing strategies, leading to wrong results. This calls for CMOs to instantly think straight and have an objective-driven marketing along with identifying the channels that work for the brand.
Solution:
Michael says that getting out of the frail human behavior of being attracted to new things; and defining objectives and sticking to it without deviations can lead to a happy and healthy marketing.
2. Having marketing foundation in place:
Most marketing issues narrow down to organizations waving off marketing basics. CMOs of top brands too fall prey to new marketing tactics and forgo marketing basics that act as the foundation of any organization. To add to this, marketers and CMOs not deciphering the importance of Data is another reason as to why organizations fail to hike up their marketing. Though data is one of the most important elements, not many CMOs are educated about its utilization making marketing incomplete and leading to breaches in the marketing foundation.
Solution:
Michael feels CMOs ought to spend ample time profiling audiences in order to acquire more customers, and retain them based on the data available.
Michael Leander says that he has been interacting with numerous CMOs and has found that there are hardly any organizations in the market that abides by Don Pepper & Martha Rogers principle — ‘Sending the right message to the right person at the right time using the right channel’. He emphasizes that it is the building block of marketing and organizations need to stick to it to have a strong marketing foundation.
