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A CEOs involvement with the CMO and the Marcomm group is more important than ever. For the company, for the CMO, and for the ad agencies.

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  3
The CMO really needs your help      Marketing is more complex.      Demands on the dollar are greater than  what   s in th...
2. Issues  5
Issues Facing Today   s CMO        CEO pressure for short term  results.       Difficulty in generating marketing metrics....
Issues Facing Today   s CMO       Many CMOs not truly knowledgeable in  understanding creative development over all platfo...
Issues Lead To Budget Pain While every department feels it, only one isn   t defined by    weights and measures          U...
3. The most disruptive change in modern marketing  9
Digital  The major destabilizing culprit at both client and agency      10
What is Digital  What Isn   t Digital   Does this define Digital  Maybe. Maybe not. 11
50 wa ys to leave  your  stake  holde  rs   co  nfuse  d    12
What is Digital Marketing        The greatest sales tool the world  has ever seen         A technological scam, perpetrate...
Actually   none of them  It is simply             a new medium that is as  weak or powerful as the idea contained within i...
But as CFO, Digital has or will have a direct effect on your managing P L       New disciplines, for you to learn  and kee...
The CFO   s role in       CMO-CFO Relationships      Marketing      New Agency Searches  16
Significant change in the CFO   s marketing playbook       See yourself in a role of  advisor not inquisitor when speaking...
Collaboration  The Evolving Partnership     Make sure the CMO knows, and you reinforce, that you and your team view market...
Strengthening the Partnership How to effectively bridge the gap with CMOs      Actively develop cross-functional teams wit...
Strengthening the Partnership How to effectively bridge the gap with CMOs       Insure that your finance team s  forecasti...
Strengthening the Partnership How to effectively bridge the gap with CMOs Make sure all marketing-finance conversations ad...
Your CMO and brand team are begging for understanding. Follow These   .     3 Golden Rules  22
Golden Rule One Acknowledge that good marketing does create shareholder value       Frame questions supportively  Asking q...
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, impatie...
The CFO-CMO Bottom line If the spirit of your inquiry is interpreted as a quest for insight rather than an attack,        ...
CFO And The Agency  27
The Bermuda Triangle  CMO   CFO      The Agency    Natural allies, not antagonists      CFO defines reality for CMO      C...
For the CFO to help achieve an agency   s success       Temper procurement department.       As cheap widgets can cause a ...
CFO And Agency Selection       You should always have a role on  the agency evaluation team        Resist the conventional...
CFO And Agency Selection       Try and understand your  company   s demands as a client        lots of last minute work an...
CFO And Agency Selection       Resist the temptation to offer  creative judgments   or offer them privately over coffee. L...
5. Wrapping it up..  ..and the take-aways  33
Wrapping it up  Why the CFO is now a friend of Marketing The CMO and her agencies are under more pressure than ever       ...
Wrapping it up  Why the CFO is now a friend of The Ad Agency Agencies are under more pressure than ever       Staff based ...
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 203.322.3642   Harry Falber hfalber tradeareamarketing.com   203.557.415...

If you have begun thinking about revisiting your agency line up, evaluating your marcomm expenditures, renegotiating your agency compensation agreements, or just talk about issus you seem to feel you are having, we would be happy to discuss our services with you.