The definitive ‘year 1’ playbook for the world’s most influential, brand-ambitious CMOs
CMOs have never been more critical, and yet never more vulnerable.
Drawing from the collective experiences and wisdom of our panel of 21 of the most influential CMOs, CFOs, and CEOs so that CMOs no longer need to tackle their first year alone.
The different chapters are illustrated with over 25 insider case studies, 165 anecdotes and quotes, and 8 practical tools ready to be used in your organization.
Combined with all the expertise that 21CB brings as one of the world’s foremost growth consultancies, we’re sharing lessons we’ve learned, working with over 150 of the world’s leading CMOs for iconic brands like Pinterest, Netflix, Airbnb, PepsiCo, Mars, Starbucks and more.
What's Inside
Learn how to decode the culture in your new organization, so you can successfully leverage and impact it.
Define and communicate marketing's role in driving growth on the long and short term - the CMO’s #1 priority.
Build the coalitions that are critical for every CMO's success and plan how to forge and sustain them.
Put your martech/data fundamentals and alliances in place to ensure maximum leverage and minimal distraction.
Harness purpose as a driver of commercial and cultural value, externally and internally.
Ensure you protect what is important for you personally, to allow you to thrive in the long and short term.
Download your copy of the CMO Thrive Guide!
“Historically, brand marketing investment was hard to directly measure. But, today, in the era of connected TV or streaming platforms, brand is almost as measurable as performance. We shouldn’t ask CEOs to invest in brand efforts on faith alone.”
Andréa Mallard
Global Chief Marketing & Communications Officer, Pinterest
“I would talk to my younger self to say: Hey! Chill! Things are going to happen. You don’t need to get so upset or anxious or frustrated if it’s not happening now. If it were easy, someone else would have done it.”
Fernando Machado
Operating Partner, Garnett Station Partners,
Former CMO Activision Blizzard, Restaurant Brands International
Former CMO Activision Blizzard, Restaurant Brands International
“I don’t need CMOs to be balance-sheet experts; it’s not an issue. Just be clear on what’s important to the business growth, drive it, and measure it all to ensure we are getting our money’s worth.”
Glenn H. Schiffman
EVP & CFO, Fanatics
“In a world where acquisition costs five times
retaining and reselling, first-party data is worth
so much more than an advertising budget.”
Michelle Taite
Global CMO, Intuit Mailchimp
“Any fool can come up with a purpose, but putting it into practice is the hard part. The starting point is to create a burning platform for ‘why is purpose important?’ It’s the responsibility of everyone in the business, not just the marketing leader. The business has to run the purpose with you. You need people that can come on board.”
Pete Markey
CMO, Boots UK
“Socialize your roadmap early so that the team understands your plan. At Progressive, we quickly built credibility by delivering short term wins through strengthened campaigns, while also building a path to explore and prove out the meaningful impact of longer-term brand building.”
Remi Kent
CMO, Progressive Insurance
“A mistake is to take the job description you are given too literally and try to deliver everything on it. Likelihood is this is mission impossible. My advice-invest in listening and learning first and then reframe: where you can best add value as a CMO? What is the legacy you can leave future generations? Test your hypothesis with a broad set of diverse stakeholders. Only then, write your own job description and success criteria.”
Jane Wakely
EVP, Chief Consumer & Marketing Officer,
and Chief Growth Officer, PepsiCo
and Chief Growth Officer, PepsiCo