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The Rise of the New Power Partnership CFO   CMO
The increasing importance of a CFO-CMO partnership Today   s Topics 1.  Why the new importance of a CFO-CMO Partnership   ...
1. Why The CFO is becoming more important to the CMO as a partner  Joe Dell    Aquila    jfdellq tradeareamarketing.com   ...
The CMO really needs your help Marketing is more complex. Demands on the dollar are greater than what   s in the wallet. M...
2. Issues  Joe Dell    Aquila    jfdellq tradeareamarketing.com    203.570.6639 Harry Falber    hfalber tradeareamarketing...
Issues Facing Today   s CMO  CEO pressure for short term results. Difficulty in generating marketing metrics. Greater diff...
Issues Facing Today   s CMO Many CMOs not truly knowledgeable in understanding creative development over all platforms or ...
Issues Lead To Budget Pain While every department feels it, only one isn   t defined by    weights and measures    Unprece...
3. The most disruptive change in modern marketing  Joe Dell    Aquila    jfdellq tradeareamarketing.com    203.570.6639 Ha...
Digital  The major destabilizing culprit at both client and agency  Joe Dell    Aquila    jfdellq tradeareamarketing.com  ...
What is Digital  What Isn   t Digital   Does this define Digital  Joe Dell    Aquila    jfdellq tradeareamarketing.com    ...
Joe Dell    Aquila    jfdellq tradeareamarketing.com    203.570.6639 Harry Falber    hfalber tradeareamarketing.com    203...
What is Digital Marketing  The greatest sales tool the world has ever seen  A technological scam, perpetrated by propeller...
Actually   none of them  It is simply    a medium or channel that is as weak or powerful as the idea contained within it, ...
But as CFO, Digital has or will have a direct effect on your managing P L New disciplines, for you to learn  and keep rele...
The CFO   s role in  CMO-CFO Relationships Marketing New Agency Searches  Joe Dell    Aquila    jfdellq tradeareamarketing...
Significant change in the CFO   s marketing playbook See yourself in a role of advisor not inquisitor when speaking to you...
Collaboration  The Evolving Partnership  Make sure the CMO knows, and you reinforce, that you and your team view marketing...
How to effectively bridge the gap with CMOs Actively develop cross-functional teams with open communication objectives. Un...
How to effectively bridge the gap with CMOs Insure that your finance team s forecasting work operates at granular level ba...
How to effectively bridge the gap with CMOs Make sure all marketing-finance conversations address, at the least, these thr...
Your CMO and brand team are begging for understanding. Follow These   .     3 Golden Rules  Joe Dell    Aquila    jfdellq ...
Golden Rule One Acknowledge that good marketing does create shareholder value Frame questions supportively  Asking questio...
Golden Rule Two Embrace Ambiguity  and be willing to accept    I don   t know    as an answer from marketing in the near t...
Golden Rule Three Be patient. Don   t assume that applying time pressure will speed discovery. More likely, impatience wil...
The CFO-CMO Bottom line If the spirit of your inquiry is interpreted as a quest for insight rather than an attack, you   l...
CFO And The Agency  Joe Dell    Aquila    jfdellq tradeareamarketing.com    203.570.6639 Harry Falber    hfalber tradearea...
The Bermuda Triangle  CMO   CFO      The Agency    Natural allies, not antagonists CFO defines reality for CMO CMO creates...
For the CFO to help achieve an agency   s success Temper procurement department. As cheap widgets can cause a product to f...
CFO And Agency Selection You should always have a role on the agency evaluation team Resist the conventional role of inqui...
CFO And Agency Selection Try and understand your company   s demands as a client  lots of last minute work and changes, mu...
CFO And Agency Selection Resist the temptation to offer creative judgments  or offer them privately over coffee. Let marke...
5. Wrapping it up..  ..and the take-aways  Joe Dell    Aquila    jfdellq tradeareamarketing.com    203.570.6639 Harry Falb...
Wrapping it up  Why the CFO is now a friend of Marketing The CMO and her agencies are under more pressure than ever  The e...
Wrapping it up  Why the CFO is now a friend of The Ad Agency Agencies are under more pressure than ever Staff based fee sy...
Wrapping it up  Why the CFO is now a friend of Marketing and its Agencies  The fact is  Support from the CFO is the ONE an...
Wrapping it up  Two Important Take-Aways Trust and respect   Two attributes that most agencies no longer expect from clien...
About Trade Area Marketing Group We re a hands-on advisory and consulting service working for private equity firms, busine...
Joe Dell    Aquila jfdellq tradeareamarketing.com 203.570.6639  Harry Falber hfalber tradeareamarketing.com 203.557.4150  ...