John Ellett

Articles by John All articles by John

• 3 CMO Headaches That Agencies Are Exacerbating in Marketing Daily on 05/12/2015
  

  Here are three of the most common gripes I hear. What should marketing leaders do to overcome these headaches?

Comments by John All comments by John

• The CMO's Role When Choosing Ad, Marketing Tech by Laurie Sullivan (SearchBlog on 05/15/2017)
  

  While the CMO's budget is funding most of the martech and adtech stack, it is important to understand the role the CMO personally plays in the decision process. I often see martech companies approaching the "CMO's office" as a single entity without understanding the distinct personas that are involved. This leads to oversimplified messages to the wrong target and an ineffecting program to reach marketing decision makers. More on this topic at http://nfusion.com/blog/4-keys-to-marketing-martech/

• A Renewed Focus On 'Connection Planning' by Jon Last (Marketing: Sports on 02/10/2015)
  

  Jon, I completely agree with the resurrection of "connections" planning as an important concept for modern marketing. We believe that that the concept should evolve from "traditional and new media" to include "paid, owned and earned media" as well as physical and digital experiences. At nFusion (www.nfusion.com), we just renamed our Media department "Connections Planing and Media" to reflect this broader lens of planning where to connect with consumers. Thanks for giving the term the headline it deserves.

• Once Again, Digital Is Not A Department -- And Marketing Should Be Everywhere by Cory Treffiletti (Online Spin on 09/10/2014)
  

  Cory, great thinking here. As the basis of competitive advantage is shifting to customer experiences from product differentiation, it is imperative that customer-centric thinking (frequently championed by Marketing) is embedded into every department. The biggest challenge to creating highly relevant personalized experiences is organizational silos. Your recommendation of building "connective tissue" through embedded marketers is an interesting proposition. Anyone doing that today? John Ellett (@jellett) www.nFusion.com

• Kimberly-Clark CMO Urges End To Status Quo by Karl Greenberg (Marketing Daily on 04/01/2014)
  

  Mr. Sirkin is so right. We did some research last year and fewer than 10% of marketers are executing they way they believe they should be. Here are some suggestions on closing the "insanity" gap Sirkin highlighted http://info.nfusion.com/customer-experience-success

• Agency of the Year, Silver: Digitaria by Joe Mandese (OMMA Magazine on 01/09/2014)
  

  Congrats to Digitaria! Here's to agencies that realize that being business-minded, creatively inspired and technically proficient is a powerful combination. John Ellett CEO, www.nFusion.com

• What Is The CMO's Role? by Cory Treffiletti (Online Spin on 12/18/2013)
  

  Cory, great perspective on the role of the CMO. And thanks for the comments about The CMO Manisfesto. The marketing leaders I interviewed for the book have realized the customer decision journey has changed and that they must transform how they deliver relevant and meaningful experiences at every touch point. Actionable data is essential to that process. Keep up the great work at Blue Kai in making it easier to use customer data for enabling those experiences. John Ellett www.CMOManifesto.com

• CMO: The Chief Muddled Officer by Joseph Jaffe (Online Spin on 05/09/2013)
  

  I have a POV that might unify these two studies. As I talked with CMOs who contributed their insights to my book, The CMO Manifesto: A 100-Day Action Plan for Marketing Changed Agents, I noticed that the best CMO have woken up to the fact that the world has changed and they better change as well. This self-awareness of their personal and organizational shortcomings is driving their disdain for the status quo which in turn makes them leaders (and keeps them in their jobs longer). The vulnerable CMOs are the ones clinging to the past and believing they are well-equipped to handle marketing in the age of the digitally-enabled, socially-connected customer.

• Three Attributes To Extend Your CMO Longevity by Laura Patterson (Marketing Daily on 03/18/2013)
  

  Laura, great summary. In researching and writing The CMO Manifesto: A 100-Day Action Plan for Marketing Change Agents, I also found that these three skills were critically important to a CMO's success. I'd add two others. First is being a change agent. CMO are not put in place to maintain the status quo and they must understand and embrace their charter to make things better. Second, CMOs must be both-brained. They must bring data and science to the art of building brands and driving demand. If a CMO can do all five of these things, they will outlast most of their peers (unless they get bored and leave early, but more on that another day).

• Why CMOs Fail: 60% Blame The Company by Sarah Mahoney (Marketing Daily on 02/26/2013)
  

  These findings are very consistent with what I learned in researching and writing The CMO Manifesto: A 100-Day Action Plan for Manrketing Change Agents (www.CMOManifesto.com). The first step for a successful CMO is to get clarity on the expectations for the change they are to lead. It is essential to be aligned with the CEO about those expectations. The 60% who blame the organization for not embracing the CMO's changes may have been out of sync with the organization from the outset. Whose fault is that?

• Beyond The CES Floor: All About the Digitization Of Consumer Devices (And Life Itself) by Dave Morgan (Online Spin on 01/10/2013)
  

  I like your summary of CES and why it is important to marketers. I posted some thoughts about one of the hot items you mentioned - tablets. I believe marketers are underestimating the value of optimizing their programs for over 200 million tablet users globally. Here's a link to additional thoughts on the subject. http://www.forbes.com/sites/johnellett/2013/01/10/ces-highlight-2-tablets/

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