Time to Reengineer Your Marketing Model

Many marketers who agonize over how to differentiate their products or services feel perfectly content to use the same marketing model year after year. Most of a CMO's energy is focused on optimizing marketing spend across well-established categories. Rarely are these allocations based on the ability to connect investments to interim metrics, and then to specific financial outcomes.

Marketers who think about straying from convention run into resistance from the established network of agencies and service providers that reinforce the existing marketing model. Most of these entities have a vested interest in sustaining the status quo, regardless of the outcome.

Despite the challenges, reengineering the marketing model should be a priority for any CMO. Read more in Time to Reengineer Your Marketing Model in CMO Magazine.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.

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