Today's Chief Marketing Officer can expect to keep their job for an average of 22 months. During this time they are faced with a lot more to worry about than finding the next "big idea", or getting better creative. Today, they are held accountable for customer retention, customer acquisition, sales growth, new product launches, key insights, saving marketing costs, and more.
So, what does that mean for an agency trying to win their business? It means you better have something that will solve their problems or you will get nowhere fast. If you would like to test what I have learned to be fact, get a CMO on the phone and tell them about your "process", or your great creative, and see how fast they hang up on you. I am not trying to sound "all knowing" or arrogant in any way, I have just learned by talking to over 300 CMO's over the past five years what they really care about and need.
If you want to get that coveted meeting, and even better an assignment, you have to ADD VALUE. Stop and think about how you can keep customers and grow them, how you can win new customers, how you can increase sales, how you can successfully launch new products, how you can maximize media spending, or how you can deliver key insights that will help drive decision making. And, you must have the "story" to back it up. I promise you, if you can QUICKLY demonstrate value-add, you will build your business fast. Take some time and really think about how you are positioned and how you can bring value - it will be worth the effort.
Subscribe to my blog and you will get tons of great ideas, success stories, tips on how to get in the door and much more.
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27 comments:
Are you trying to say "creative" agencies can't get a meeting? We meet with top CMO's every week and we are a "creative" shop.
Troy,
Just stumbled upon the blog in a Google search. I enjoyed the last post, when can we expect to see more?
Would love to hear more about your experience and what it takes to create value.
Troy,
We'd love to hear more - when will you be back?
Great blog, hope to see more cool news soon
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