collaboration

Three Views On The Future Of The CMO

The world of marketing is undergoing a massive evolution, consider these three ideas shaping the future of the CMO.

1. Technology Transcendence

For kids today, technology is omnipresent. It’s just there, in everything they do. They are born digital natives. Technology is just a part of life (kinda like sliced bread is for us).

If you hold the highest marketing position in your company, it’s time you become a digital native too. Replace any fear of technology with the acceptance of it. It is no longer a separate “thing” to think about. It must be a part of your subconscious. You need to look through the technology lens and find all the ways it can help you.

2. The Collaborative Strategist

Did we really need the marketing automation software industry to be born to realize how important it is for marketing to be in lock step alignment with sales? One wouldn’t think so, yet it seems that it is the catalyst sparking more and more alignment conversations.

The CMO’s role is to open the door to collaboration and work together with your sales counterpart to determine the next best moves to optimize revenue growth.

3. An Open Point Of View

Working to control your marketing messages today is futile. It is no longer a battle that can be won. It’s time for the brand police to retire.

Changes to the way marketing messages are perceived and consumed have forced the need for a deeper understanding of consumption habits and an open approach to interacting and communicating with your customers. Consider the ease at which your message can be hijacked by consumers (think: BP Oilspill or Nestle), and you quickly realize why CMOs must relinquish control and be open.

How are you changing your view?

Jeremy Victor

Guidelines for Group Collaboration and Emergence

I’m in the middle of taking a course on Virtual Learning Environments (syllabus here), and reading a few chapters from Adaptive Software Development by Highsmith. It approaches the team-building and collaboration process from the perspective of complex adaptive systems theory, and contains some interesting insights in evolutionary development and creating environments where emergence can occur. I’ve created a summary of a chapter that I’d like to share, as I think it can be valuable for many of us, and specifically for the community of practitioners around the junto concept.

Collaboration is an act of shared creation or discovery. (schrage89)

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Collaborating? Check Your Winning Attitude at the Door

There are few things we value more than winning. From t-ball, to spelling bees, to the professional sports franchise we personally adopt, nothing matches the thrill of finishing on top. It impacts self-image, the way we relate to those around us, and even commerce. (Ask the folks in New Orleans about victory’s impact on the economy and psyche of an entire region.)

While it’s tempting to go off on the relative value (or absence, thereof) of a distorted focus on winning when it comes to pre and elementary school ranks, that’s a debate for another day. For today, as calls for collaboration, compromise and new solutions echo from boardrooms, C-suites and strategy sessions, a compulsion to win may be one of the greatest barriers to progress.

Here’s the question: is collaboration possible when everyone at the table is driven to win?

No matter the venue – political, personal or business — when winning is the measure of success, the interaction resembles more an effort to convert than a commitment to collaborate. When leadership is measured in terms of litmus tests, compromise is difficult. And in the context of unwavering agendas, true compromise is impossible.

Any of us hoping for compromise, not to mention sincerely wanting to collaborate — from political leader to C-Suite management – might do well to take a quick look at the definitions of compromise and collaborate.

And then check that drive to win at the door.