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Lisa Nirell
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Lisa Nirell, the Chief Energy Officer of EnergizeGrowth®, helps companies grow customer mind share and market share. Since 1983, Lisa has worked with Zappos, BMC Software, Adobe, Microsoft, and hundreds of entrepreneurs in nine countries. Lisa is also an award-winning expert speaker and author of the acclaimed EnergizeGrowth® NOW: The Marketing Guide to a Wealthy Company.

Entries by Lisa Nirell

Customer Community Is the New Marketing: Are You Ready?

(0) Comments | Posted January 6, 2015 | 12:53 AM

How would your company look differently if you added 150 passionate advocates to your informal sales team?

That is the size of Salesforce’s MVP Program today. This subset of the 1.4 million members of their online customer community may be tiny, but it’s mighty. Erica Kuhl, Salesforce’s Senior Director...

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The 6 Secrets of Agile Marketers

(2) Comments | Posted July 9, 2014 | 5:34 PM

If you're not agile, you are obsolete.

That's the message from sales guru, bestselling author, and seasoned sales executive Jill Konrath, author of the just-released "Agile Selling." In many cases, your tried and true ways of doing things are no longer effective -- and your marketing career could be stagnating.

...
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Mindful Marketing Goes Mainstream: A Third Metric Live Conference Review

(0) Comments | Posted April 30, 2014 | 1:15 PM

If you are one of those highly accomplished, over-caffeinated, exhausted business leaders, you're in luck. It is now cool to admit it, and approach things in a healthier way.

photo 1Based on my experience last week at the...

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How Marketing Leaders Can Secure a Seat in the C-Suite

(2) Comments | Posted April 17, 2014 | 9:08 PM

"CEOs are from Mars; CMOs are from Venus." That is one of my favorite lines from the former CEO of Eloqua, Joe Payne.

And ten years after the birth of marketing automation, there is still plenty CMO turmoil and distrust in the executive suite. The abundance of data, coupled with the accessibility of data, only makes things worse for marketing leaders.

What can you do to earn your stripes in the C-suite? Here are some things to consider:

  1. Recognize that data is the new black. Just 10 years ago, decisions were driven by the hunches of "the smartest folks in the room." Today, you can do the same thing, but you must play your hunches and test your assumptions. As a marketing leader, you need to augment your intuition and years of experience by digging for root cause for the problems you're facing, gather benchmarks, and scan industry data to support your position.
  2. Stop using "marketing speak." Think about it. Your CFO and the VP of Sales report on pipeline, revenue, backlog, and return on investment. Often, when attending board meetings, marketing uses different language, such as campaigns, lead scoring, social media, and event planning. This causes dissonance. Dissonance can lead to misunderstandings, and misunderstandings can lead to mistrust.
  3. Get in sync with the reporting cadence of the rest of the organization. Most organizations follow a reporting cadence that is weekly, monthly, quarterly, and annually. During staff meetings, the VP of Sales reports how you are tracking against forecast. The CFO reports on how earnings, revenues and renewals compare to previous quarters. The milestones don't change at random intervals. Conversely, the VP of Marketing may report on the latest Twitter campaign results at one meeting, and the number of leads from a big trade show at the next. This is downright career-limiting.

If you are lacking data to support your gut instincts, speaking your own language, or are following a different reporting cadence than the rest of your company, then you are swimming against the current within your organization. In my book, The Mindful Marketer, you will find practical strategies to help you secure your seat in the power circle without needing a life preserver.

What are your experiences in this area?...

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Five Troubling Demand Creation Trends

(0) Comments | Posted March 25, 2014 | 9:29 AM

I recently hosted a conversation with Jascha Kaykas-Wolff, the CMO of MindJet in San Francisco, CA. My private CMO community participated in this call. We discussed The Future of Demand Creation.

In this session, Jascha and I shared our insights on:

  • 5 Major Shifts affecting your demand...
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How Successful Marketing Leaders (Like Arianna Huffington) Unplug

(1) Comments | Posted February 18, 2014 | 4:54 PM

It takes a leap of faith to unplug. Several senior marketing leaders and CEOs whom I have met think of their lives as an “either/or” proposition where they are either relaxed and unplugged, OR overworked and hyper-connected. Today, I believe it’s about living a “both/and” life. We are human beings, not human...

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The Secret Ingredients to a Stellar 2014 Marketing Plan

(0) Comments | Posted February 3, 2014 | 7:35 PM

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You would be surprised at the number of CMOs who work at growing, dynamic concerns in absence of any marketing plan. Some blame it on lack of time; others simply prefer to “wing it.” In what camp do you reside?

A lack...

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Cash, Lies and ROI, Redux: 3 Signs Your Marketing Budget Is A Flight Risk

(0) Comments | Posted November 22, 2013 | 12:46 PM

On a sunny July 6, 2013, morning, Asiana Airlines flight 214 entered its final approach at San Francisco Airport. With four pilots in the cockpit, the jet was cleared to land with visual approach on runway 28L. At the time, the Instrument Landing...

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5 Ways Marketing Can Turbocharge Sales

(0) Comments | Posted October 2, 2013 | 1:17 PM

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[Image: Flickr user Pier-Luc Bergeron]

Sellers who win sell radically differently than sellers who come in second place. That's according to What Sales Winners Do Differently, a...

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How to Keep Your CMO Out of the CEO Shark Tank

(0) Comments | Posted September 5, 2013 | 4:01 PM

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In my previous post, I outlined the biggest barriers that keep marketing leaders in the C-suite shark tank, and prevent them from building their boardroom gravitas. How can you...

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CMOs Are From Mars, CEOs Are From Venus: What Planet Are You From?

(0) Comments | Posted August 15, 2013 | 5:47 PM

What is your current relationship with your CEO? Do you feel like a fish out of water, or are you swimming in the same direction?

If you responded "fish," you are not alone. When it comes to conversations with the CEO, marketing leaders often speak Greek.

Persuasion and effective communication...

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Delicious Marketing Lessons From Anthony Bourdain's Voracious Brand

(0) Comments | Posted July 30, 2013 | 6:17 PM

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I'm a voracious traveler. For the past 30 years, I've traversed nearly every state, trekked through Central American rainforests, swam the rough Pacific seas, and sampled Europe's refined cultures.

Nothing, however, compares to Anthony Bourdain's travel log. In...

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Are Your Presentations Powerful or Pathetic? 4 Persuasive Presentation Preparation Tips

(2) Comments | Posted May 22, 2013 | 4:03 PM

Over the past month, I attended three conferences. Each one brought together some of the greatest minds in B2B sales and marketing. Sadly, some of their presentations distracted us from their important messages. A chronic case of PPD (Pathetic Presentation Disorder) surreptitiously sabotaged their agenda.

PPD symptoms abound at technical...

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