Archive for March, 2009

Why C-level marketing is a “no brainer”

In a recent interview on The Intersection Blog,  Boardroom Insiders founder Sharon Gillenwater talks about why executive engagement is more important than ever.

Posted March 31st, 2009 in

CMOs Reveal Top Priorities: Support Sales, Engage the Customer

The CMO Council interviewed 659 global senior marketers online between mid-January and March 2. The big story is it is not about budget slashing; it’s about budget reallocation. Marketers are looking to do three things:

1. better support the sales team

2. drive business growth

3. engage the individual customer

#1 and #3 are what Boardroom Insiders is all about. We give you the insight you need to help your organization–especially your sales team–better engage the customer. Want to learn more? Contact us!

Posted March 16th, 2009 in

Study States the Obvious: CMOs Seeing More ROI Pressure

CMOs seeing more ROI pressure is a no-brainer given current economic conditions. But what is interesting about this new study is that the pressure is manifesting itself as dissatisfaction with agency partners. Those of us who work for agencies need to figure this measurement thing out–and I am not talking about number of impressions. Thoughts? Read on for details of the study. 

A tough economy is forcing marketers to defend their marketing, which is leading to less satisfaction with their agencies and even more emphasis on ROI, per two separate studies. 

The studies were produced in tandem by the Verse Group and Jupiter Research and based on interviews in November with 101 marketers at companies with more than $250 million in annual sales. They show that the economy has already had a great effect how marketers do their job. 

One study, which will be released later this month, reveals that agencies are seen as part of the problem. According to that study, 45 percent of CMOs say they are spending more time managing their agencies than just two years ago. Only 21 percent of respondents say they are getting the best work from their agencies. 

While that report shows more friction with agencies, a report Verse and Jupiter released last month shows that 89 percent of CMOs say their marketing is under greater scrutiny because of the economy. Fifty percent of marketers say achieving ROI is their No. 1 priority. 

“I would say that the ROI has always been there but it’s been ratcheted up,” said Randall Ringer, chief strategy officer for the Verse Group. “The first things that get cut are training and marketing.”

Posted March 11th, 2009 in

Join our new LinkedIn Group!

There are plenty of forums out there about general sales and marketing–but I haven’t yet found a good one that focuses on the special challenge of selling and marketing to senior executives and CXOs. So I started a new forum on LinkedIn on just this topic. It is sponsored and moderated by Boardroom Insiders, but you don’t have to be a customer to join–everyone is welcome! Appropriate questions and discussion topics include:

- research on CXO careabouts
- how to increase the effectiveness of account-based marketing efforts
- what CXOs expect from vendors who want their business
- best practices in CXO engagement
- how to “move the needle” with executive-level customers and prospects
- how to customize marketing communications and programs for individual CXOs
- how other companies have successfully reached and engaged CXOs
- how to pitch new ideas to CXOs within your own organization

To join, just go to LinkedIn, click on “Groups Directory” and search for: “Boardroom Insiders.”

Look forward to seeing you there!

Posted March 1st, 2009 in