The Practical CMO

Unique markets have different levels of Marketing maturity, use different ways of going to market, have different metrics of success, and view the role of Marketing in their organizations quite differently. Sometimes, it’s too easy to get too focused on what you have traditionally done in Marketing, and also a challenge to look outside your unique market for best practices in other markets which you might adopt. In today’s program, we are going to do a deep dive into the Healthcare market, and do a temperature check on its overall health and growth prospects. We will also characterize organizations in this sector—and try to highlight best practices inside the market, but also identify best practices from other markets which might be beneficial to a Healthcare marketer.

Unique markets have different levels of Marketing maturity, use different ways of going to market, have different metrics of success, and view the role of Marketing in their businesses quite differently. Sometimes, it’s too easy to get too focused on what you have traditionally done in Marketing, and also a challenge to look outside your unique market for best practices in other markets which you might adopt. In today’s program, we are going to do a deep dive on the industrial businesses, and do a temperature check on their overall health and growth prospects. We will also characterize businesses in this sector—and try to highlight best practices inside the market, but also identify best practices from other markets which might bebeneficial to an industrial marketer. My guest today is Kimberly Miller, a colleague from Chief Outsiders who has spent the better part of her career in Marketing roles in industrial companies. We'll tap into Kimberly’s industry insights as we look to offer practical guidance.

The value proposition of most businesses is based on what they do well. In many cases, focusing on what the company does--the products they make or the services they offer--is neither differentiating nor compelling. Even more problematic, many value propositions do not offer clear benefits to the problems and challenges their customers face. In this podcast, we will discuss creating value propositions on the “how” businesses create value instead of “what” they do. Codifying, packaging, and branding a company’s service components can often deliver a message which is more compelling and differentiating. And what’s more, codifying the way customers are serviced is a great way to integrate operations, sales, and marketing.

This podcast is a very unusual, but realistic, view of what Marketing does well, and what it doesn’t do well.You’ve been promised big results with a quick turnaround. You’ve been told that social media is a silver bullet for increased sales (so far, you haven’t seen an impact). Your marketing team and vendors have overpromised and underdelivered, and you’re disappointed. You’re frustrated. Perhaps you’re close to giving up on marketing entirely, but something tells you that you shouldn’t—you just need to know how to use it wisely. In Lies, Damned Lies, and Marketing, Atul Minocha reveals the root causes of your frustration and provides you with the insight you need to utilize your marketing dollars for real results.

This podcast offers a practical guide about how you can use the Intellectual Property (IP) you already have in your business to enhance your revenues and profits, create more competitive differentiation, make your business more attractive to business partners, and enhance your exit value. Intellectual Property is a largely unexplored business opportunity for SMBs due to a series of myths. We are going to explode those myths with some ideas to help you drive growth and competitive advantage.

Like many emerging technologies, artificial intelligence (AI) is making its way into the market through a number of applications. Emerging technologies are often misunderstood and misapplied early in their adoption. Even when the technology itself is ready for commercial application, individual businesses need the maturity and readiness to effectively use these newer technologies. In this program, we are going to focus on how AI is being used in Marketing applications today. We’ll focus on what works, what doesn’t, and layout some specifics around how you can use this technology to improve your B2C and B2B Marketing programs.

Most business start-ups fail. The numbers are both compelling and ugly—only 10% of all business start-ups reach $1M in revenue and fewer than 1% get to $10 million. What if you could beat the odds by employing four tested business practices? In this program, we are going to take a positive track and outline a set of proactive actions every business exec contemplating starting a business, or already actively building a new business, can adopt to beat the odds and achieve your goals.

The adoption of “digital” in your business may be an initiative you have considered but consistently tabled. With markets rebounding from COVID and with quickly forming preferences which will transform the way business is done online, you may be behind the curve. “Digital” offers increased abilities to manage your employees and your customer acquisition and relationships as online business becomes more of a preference and less of an option. But “digital” is hard to define, hard to prioritize, and often hard to execute well, following the “Business First, Digital Second” approach. This expert session will help you structure an effective digital roadmap for your business, starting with digital marketing best practices.