The Practical CMO by Chief Outsiders

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Brand The “How” Not the “What”


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.

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Lies, Damned Lies, and Marketing

Atul Minocha Lies, Damned Lies 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.

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Intellectual Property (IP) Opportunities and Marketing: What are You Missing?

Noel Elfant on The Practical CMO, hosted by Mark Corrona from Chief Outsiders


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.

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Is It Time to Use Artificial Intelligence (AI) in Marketing?


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.

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Four Best Practices for Ensuring Success from Start-up to Scale-up


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.

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Your First Step to Becoming “More Digital”

Beth VanStory on host Mark Coronna's The Practical CMO from Chief Outsiders


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 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.

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Amazon: Friend or Foe?


With the pandemic impacts on many businesses, a shift to more digital marketing and digital engagement with customers is definitely a priority for many CEOs and Marketing execs. One bridge to be crossed is the shift, or addition, of ecommerce channels for products and service delivery. And the second bridge comes right after the decision to move online: should you consider Amazon a friend or a foe as part of your ecommerce strategy?

There are two parts to understanding an Amazon decision, the first an analysis of strategic fit and the second, if you decide to use Amazon’s reach and capabilities, is what form of a relationship to have with them.

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Customer Communications Are Evolving: Are You Ready?

Rob Johnson, RJ47 Guest on The Practical CMO from Chief Outsiders

Now that the shift to a higher percentage of remote workers looks like it will continue after the current pandemic recedes, it’s time to ask what types of communications businesses should be used for effective customer acquisition and current customer development and retention. With an anticipated, 20-30% of the post-pandemic workforce projected to work remotely, what are the most effective communications channels and content? Should we reconsider a blend of more traditional communications along with a higher mix of digital? In this program, we’ll discuss best practices and share practical ideas for managing internal and external communications.

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Leadership: Inspiring People to Be Their Best

Major General Craig Whelden on The Practical CMO

When you boil down the model for successful leadership, what do you have? Do those key aspects of leadership translate from military to public companies? And is it possible to share practical guidance to help developing leaders grow?

In this podcast, I’ll be discussing these and related topics with Craig Whelden--a retired Major General in the U.S. Army. Craig also served as a senior executive for nine years in the U.S. Marine Corps. If you are aware of the cultural differences between these two service branches, you’ll understand just how unique Craig is in bringing his leadership model successfully to both.

Craig is an in-demand speaker and author on leadership. He brings a unique perspective built on practical guidance based on his own experiences and learning. And you’ll see that one of Craig’s characteristics is being authentic. It’s not just the situations which went well which polished Craig’s leadership model—it’s situations which turned out very differently than expected.

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Pricing with Daring Caution

Bob Sherlock is our guest on The Practical CMO hosted by Mark Coronna

What is it about pricing that appears daunting? Is it that it seems a strange mix of art and science which itself is intimidating? Is it a challenge because we lack the data from customers and competitors required to make high confidence decisions? Is it because we don’t have the courage to match our pricing with the value we provide? Or is it because we fear making a decision which may have unfortunate negative consequences on our business?

An effective pricing strategy may appear like the holy grail, but businesses need competitive pricing which matches their value propositions and is effective in their core markets.

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