The New CMO Guidebook: A Handbook for Marketing Leaders

04/14/2015 09:47 am ET | Updated Jun 10, 2015

In the age of rapid digital revolution in publishing, when readers have marketing management book options ranging from decades-old publications about how to be a successful CMO or brand manager to many different articles, there is a practical new free downloadable booklet worth reading.

IBM and SilverPop have come out with the eBook entitled 'The New CMO Guidebook: A Handbook for Marketing Leaders.' It explains how the new CMO can position herself or himself to hit audacious goals during the first year in the job. Download it for free here.

These first few months are a nail biter for the CMO and this booklet helps review some key areas worth thinking about because the first six months are important for both the personal long-term success of the CMO and also the success of the company.

The democratization of online opinions aside, this booklet offers some very pragmatic and sensible steps tackling everything from assessing the current situation to assimilating other people's viewpoints, from determining critical success factors to developing the important year-one game plan.

What the booklet does exceedingly well is supply 'uplift' because who wants to start their role on a downer? And lots of practical advice such as "If you've already operated at the VP/CMO/Head of Marketing level, one of your immediate tendencies may be to organize things similarly to how you had them in previous roles. While this might make you feel comfortable as you're getting started, it's important to take the time to understand your new company's situation. You'll often find that the strategies you employed at previous companies aren't the best fit in your new role."

The booklet talks about a future moment when there will be the need to plan for campaigns: "Much of your planning will center on campaigns, but this doesn't mean focusing on individual tactics such as a mailing or a series of advertising pieces. To reach the level of sophistication you'll likely need to connect with today's savvy buyers, you'll want to look at a campaign as a long-term (often one-year) strategy incorporating many different types of tactics and channels that results in the achievement of major milestones."

With so many books being published and so much advice about what to do, many CMOs tend to listen to recommendations from their trusted friends. Others seek out the smartest framework for campaigns in today's fragmenting media environment.

To really succeed today, CMOs need to rethink marketing and develop breakthrough strategy and creative that succeeds across owned, paid, earned and free media.

I'm a passionate advocate for Movement Marketing. It's the future of marketing. Especially today as the media world and consumer behavior evolves.

The good news is that many CMOs want to build purpose based brand because they understand purpose helps to grow business. There is a lot of evidence for this. Jim Stengel's book Grow is a terrific resource for purpose based branding. Purpose is highly empowering inside the organization. But today CMOs need to take branding further because now ideas can spread like wildfire.

The approach that I've been recommending to brands is movements. Movement brands take the idea to the next level, and should turn purpose into an inspiring and motivating idea for consumers as well as people inside the company or organization.

Cultural Movement happens when a big idea inspires mass engagement by the culture. Think social movements where your big idea can change society or culture, or align with those who are already doing so. The commercial value of mass engagement by the culture includes earned media (on top of paid media) and greater penetration, and conversion. Net, they help build share.

The best planning for this sort of campaign, based on our expertise, is to
- Define the habit change your want to achieve in relationship to your brand.
- Understand your consumer. What is important to them in life and in the category?
- Identify an idea on the rise in culture that is relevant to your brand, your consumer and your category.
- Connect the idea on the rise to your brand purpose and brand benefit. When your idea true to brand purpose it has a great chance of becoming a cultural movement.
- Ensure that your idea benefits equity and drives share harder.

From here start small and grow steadily and always keep in mind the state of complacency you want to overcome from day one, throughout the life of your campaign.