LINDSAY, STONE & BRIGGS CEO MARSHA LINDSAY DISCUSSES THE NEED FOR MARKETING SPEED
Lindsay, Stone & Briggs CEO Marsha Lindsay wrote a column for Forbes’ CMO Network titled “The Need For Marketing Speed.” The article explains that the definition of success behind which your entire team must now be aligned is operating, innovating, engaging and reacting to the marketplace faster than your competition.
Evolving from CMO to CDO
A survey of CMOs from top brands (recently conducted by the American Association of Advertising Agencies) finds them compelled to completely transform themselves into Chief Digital Officers. This is to be expected. With digitization, marketing’s 4P’s have converged just as culture, commerce and communications have converged. To survive, every brand must become a media platform and all brands are in the business of e-commerce – either to sell or gather data comparable to what their competitors have. This reality is making CMOs very nervous. Most don’t feel expert enough to leverage digitization to drive or measure results at a time they desperately[.....]