Opportunities Abound to Become the Next CMO
In her bestselling book Lean In, Sheryl Sandberg shares her best advice for women looking to grow their careers and become leaders: join growing companies, she recommends, because they represent the best opportunity for growth. My experience at a fast-growing technology company called Crystal Decisions (which was bought by BusinessObjects,...
Three Trends CMOs Should Be Talking About
Keeping an eye on marketing trends is critical for CMOs to help them stay ahead of the curve. These days, we are hearing a lot of talk about three key trends that are influencing CMO’s today: 1) The impact of big-data2) The impact of marketing technology3) Measuring the effectiveness of...
Setting a Strategy for Success
During times of rapid growth and change, leaders have to be clear on company strategy, and communicate this to their teams. Recently, our Board member Nanon de Gaspé Beaubien-Mattrick, suggested I check out the book Playing to Win, which provides a framework to lay out your company strategy. I’ve been...
Great People Equal Progress
As a CMO, you need to build a strong, trustworthy team to help you navigate the new world of marketing and drive the results you want for your company. Building a team for a company is no different. My co-founder Katherine and I often heard successful leaders say, “people are...
Finding the Harmony
As we come back from the holidays, our brains are often buzzing with the many things we want to accomplish in the upcoming year. As leaders, whether we are CMOs or CEOs, we are always battling a long list of “to dos” at the start of a new year, which...
Our CMO’s Revenue Insights for the Board
Like most CEOs, I’m interested in having clear visibility into our company’s spend. When it comes to our marketing spend, having insight into our RETURN on that marketing spend is even more important. Return equals revenue. I always want to know what is the impact on revenue, and what is...
Steer Your Ship
As I’ve grown Allocadia over the past few years, my husband has been an invaluable sounding board, confidant, and advisor. When I talk about the challenges and opportunities we’re seeing in the business, he reminds me: “Steer your ship.” This simple piece of leadership advice has become a daily mantra...
Talking in Threes: How CMOs Can Keep Their Teams Focused on What Matters
CMOs have a lot on their plates. Most CMOs are facing competing priorities, new challenges, and a long list of opportunities. After talking to a CMO last week and asking about her core focus areas, I realized I see a consistent pattern among successful CMOs and marketing leaders: They can...
How To Build A Customer-Focused Culture On Day One: Kristine Steuart in Forbes
This article was originally published on Forbes.com and The Globe & Mail. I contributed this article to Forbes as part of my participation in YEC Women, an organization that mentors young, promising female entrepreneurs. When my sister Katherine and I launched our software company Allocadia in 2010, we had a...
We Know We Can’t Mess Up the Culture…So Where Do We Start?!
At Allocadia, we are going through the company culture journey. I have a board member who has always challenged me to think about how we build a company that people (team members, customers, partners, investors, vendors) want to be a part of. It was only when we grew to 60...
Marketing’s Blind Spot: We Need More Than Campaign-Based Technology
Talk of “one-to-one customer experiences” and “the customer buying journey” permeates the marketing space today. The goal of delivering customized, relevant, timely messages to customers to propel them toward a buying decision is a lofty goal, but an important one. It speaks to the increased responsibilities CMOs hold in their...
Ensure Your Seat at the Table
CMOs today have the shortest life span in the C-Suite according to recent research. It’s hard to be a CMO today, with increasing responsibilities and mounting pressures to be accountable. To ensure CMOs keep their seat at the boardroom table, while trying to navigate all the changes, CMOs need to...
A Leader Should Never Go too Long Without Doing This….
When my twin sister and I first founded Allocadia, we were the only ones selling and so we talked to our customers, day in and day out. This closeness to our customers helped us build and grow our business. As our company has grown, and we’ve brought on team members,...
Boost Marketing Accountability and Credibility
CMOs face intense pressure to increase the visibility and credibility of marketing especially in today’s drastically changing environment. Marketing teams have to not only learn new ways and channels to engage customers, they have to shift their marketing organization’s structures to support new goals. With so much time and effort spent re-evaluating...
5 Ways for CMOs to Lead Change
CMOs and marketing leaders today have to be comfortable initiating change in their organizations. It’s not an easy feat to drive change through your company and get your stakeholders on board to help you reach your business objectives. Here are my tips for Leading in Change that I’ve learned from our customers...
5 Lessons CMOs Can Take Away From My Tennis Champion Mom
In my last post in the Leading in Change series, I spoke about the importance of momentum to both championship sports teams and successful companies. That led me to thinking about how analogous sports is to business. And how many lessons can be learned from successful athletes and sports teams...
A CMO’s Secret Ingredient for Driving Change
I’ve thought a lot about a certain ingredient that has played a crucial role in growing Allocadia to where we are today. It has helped bring customers on-board, change people’s minds, and bring key hires to our team. In other words: it has helped us accomplish our big goals. When...
What's Missing From CMO's Marketing Plans
This article from Allocadia’s VP, Market Insights & Growth, Sam Melnick, originally appeared on Customer Think as Death by PowerPoint: Why Most CMOs are Failing to Plan (and Planning to Fail). Budgeting and planning are among the most frustrating exercises marketing teams go through each year. Every organization’s planning season...
How do you create confidence? Allocadians of the year weigh in
How do you create confidence? Allocadians of the year weigh in Allocadia’s Run Marketing Platform gives marketers the confidence to know where to invest their next dollar. The recognized leader in Marketing Performance Management (MPM), Allocadia enables marketers to plan strategically, invest with purpose, measure the performance of their activities,...
We are all someone's customer
Building confidence and leadership muscle in marketing means fully embracing your inner salesperson. It will help you be a better marketing leader or marketer, and help you drive the business impact you want (and I believe this applies for any leader, not just in marketing). Here are 5 ways I...
