Setting the Marketing Agenda

The marketing agenda is critical to your success. It lets others know what is important and creates a framework for evaluating resource allocation and hiring decisions. While developing the marketing agenda will require input from a variety of constituencies, controlling it will make or break the CMO.

Successful agendas focus on business objectives which, for the CMO, generally fall into one or more of the following categories:

• Acquiring new customers and growing market share
• Retaining high value customers
• Increasing brand awareness
• Leading the charge into new areas

Whatever the objective, effective CMOs focus on five distinct processes:

• Market insight and analysis
• Marketing strategy and planning
• Awareness building
• Sales readiness
• Support

Upcoming posts will take each of these in turn.

Next: Winning Over Time