Jane is the CMO of a company I’m not allowed to name.
Anyway, I was having lunch with Jane one day, and we started talking about the wonderful world of marketing. She confided in me that she was struggling in her new gig as a CMO. She even seemed to yearn for the days of when she was an intern at a hip magazine in NYC.
She said and I quote, “I’m drowning in a sea of confusion”. I said, “Jane, what’s up?” She said she was under a lot of pressure to justify a 20% increase her marketing budget. She explained that she had requested the increase based on some pretty interesting metrics.
I’d like to take a moment and introduce a good friend of mine. Her name is Jane. I should clarify that a 20% increase in her marketing budget would be in the millions of dollars. I asked, “What metrics?”
She said, “Sales growth of the company and website traffic…”. She went on to rattle off a couple other metrics I had never heard of before. “Ah” was the best advice I could give her.
So after scoring a free lunch with Jane, I was back at the office reading a CMO study recently released by the good folks at IBM and I came across a great headline:
“Swimming, treading water or drowning?” The digital revolution is transforming the marketplace. Empowered customers can see-and say- more about the organizations that serve them than ever before. But this revolution has also left CMOs struggling to respond.
Wow, this sounds just like my friend Jane. So I texted Jane and told her to check her inbox for a copy of the IBM CMO study.
She actually read it and called me up. We talked about the study which she agreed seemed to be right on.
I asked Jane if she would be willing to write an undercover blog about being a CMO of a major company. She agreed but explained that she would have to use a fake name and a fake company to explain her day to day life as a CMO.
Hence, I give you Jane, the CMO of Widget Corp, the world’s leading online and offline widget company. Join us as we go deep undercover with her.
These are the stories of an UNDERCOVER CMO named Jane.