Global CMO™The Magazine May 2013 | 1Bridging The GapAndrew Vesey ggmnCurrencies Of ChangeDavid MattinMarketing LeadersOf TomorrowGet Published - And WIN!!Issue 3 | Volume 1May 2013Michael Solomon:From PawnsTo PartnersTurning CustomersInto Co-DesignersImproving TheIndustry ThroughGlobal AccreditationDarrell Kofkin fgmnA Model Approach ToWine MarketingJames MacAskill fgmnGlobal CMO is the Official Magazine of Global Marketing Network, theGlobal Body for Marketing Professionals. www.theglobalcmo.comWhat The Hell IsA Marketer?David Hood pgmnGlobal CMO™The Magazine April 2013 | 1Implement Or DieAndrew Vesey ggmnThe Chairman’s ReportIan Derbyshire fgmnThree RequirementsFor CMO LongevityLaura PattersonIssue 2 | Volume 1April 2013Markus Pfeiffer:Are You ReadyFor A Digital-FirstFuture?50 Marketing LeadersOver 50Alan SeeTrend Report:Clean Slate Brandstrendwatching.comGlobal CMO™is the Official Magazine of Global Marketing Network, theGlobal Body for Marketing Professionals. www.theglobalcmo.comMeet GMN’s‘Digital Doctor’50 Marketing LeadersOver 50 You Should KnowYou’re Never Too YoungOr Too Old If You’ve Got TalentBy Alan SeeFeatured In50MarketingLeaders Over 50You Should Knowwww.theglobalcmo.com
2 | REPRINT Global CMO™The Magazine Be Part of the Future of MarketingJoin GMN and become more than just a number• Be awarded GMN letters and Certificate to demonstrate that you havebeen recognised as a leading Marketing Professional• Receive a Seal for use on your website and promotional materialsonce you become accredited• Get profiled on the GMN website and in the Online MembersDirectory• Receive invitations to special networking events, book launchesand selected conferences• Qualify for substantial savings on future GMN Certification,Executive Education and Conferences• 25% discount on all Kogan Page books and publications• Access to premium Members only contenton Global CMO The Community• Access to the full Global CMOThe Magazine back catalogue• 20% discount on advertising inGlobal CMO The Magazine• Premium Members Only offers inGlobal CMO The Magazineand Global CMO The CommunityDiscover your MembershipOptions and Apply Here NowGMNAcademicPartnerGMNCorporatePartnerGMNMembershipAssociationPartnerGMNGlobalStrategicPartnerWanting More? Talk to us regarding Partnership Opportunitiespartners@theglobalcmo.comWe enjoy the collabouration and support of a great many long established,highly successful and world-class individuals and organisations from bothacademia and business.So when you join GMN you become part of a network containing some ofthe world’s leading marketing experts. Assuring you that you are in goodcompany, and part of growing global network of Marketing Professionalswhere standards are high… and rising. Connecting you with thought-leaders, so you can network with senior decision-makers, access the verylatest research and practices and improve your marketing capabilities
Global CMO™The Magazine REPRINT | 3Making The List1. How and where do you find innovative ideas?2. What’s the best way to keep your eye on the future?50 Marketing Leaders Over 50 You Should KnowYou’re Never Too Young Or Too Old If You’ve Got TalentAlan SeeLet’s recognise that age has little to do with ability. You’renever too young or too old if you’ve got talent. In themarketing world, Advertising Age and Direct MarketingNews have their 40 under 40 lists. Forbes has their 30under 30. This blog post counterbalances with 50 who areover 50 because to my knowledge a list of this nature hasnever been published.Now,beforeIpresentmylistletmeprovidesomebackgrounddetails and key learning’s. Yes, in case you are wondering,I am over 50, and this group was mainly pulled togetherthrough my personal Twitter followers. I’m currently rankedas the 3rd most followed Chief Marketing Officer on Twitterby Social Media Marketing Magazine. Since I have nearly60 thousand followers I was confident there would be atleast 50 profiles representing marketing leaders over 50years of age that are street smart, innovative and doingremarkable work. I just needed to identify them, and hopethey would admit to being over 50! I also wanted to askthem two questions:It has been an interesting and fun process to assemblethis list because I’ve learned some things about my Twitterconnections that I didn’t know, and I’ll be a better marketerfor it. I’ve also gained a greater appreciation for mynetwork in the 40-50 age range who reached out to helpme with profile suggestions. They are not yet old enoughto make my list and they are too old for the others, butthey were still ready to help. Isn’t it annoying when yourdemographic is ignored? We’ll have to fix that in the future!This project has taken longer than I expected. What youhave to consider is that this group is very busy as many ofthem run their own companies. That means their focus ison growing their business and not on wasteful distractionslike lists! I also confirmed that some were not eager toanticipate follow-up tweets and contact from the AARP! OK,what I really mean is that they didn’t want to be brandedas old. During my correspondences it was not uncommonfor a candidate to say “I love the idea behind your list, buthesitate to participate because I don’t want to be thought ofas old.” Age is a funny thing. We think about it differently
4 | REPRINT Global CMO™The Magazine at various points in time as it relates to our career.Wouldn’t it be great if we truly recognized that you’re nevertoo young or too old if you’ve got talent? In the meantime,in no particular order, here is my list of 50 senior marketingconnections on Twitter you should know:John Caldwell@jacaldwellTwitter Followers: 1,812PrincipalRed Pill Emailwww.RedPillEmail.com1. I try to pay attention to the world around me. Myoldest son at 27 is an Internet native, and a lot ofideas come from he and his friends. My youngestson at 2 provides inspiration as he adapts his worldto his special needs. One of my best resourcesis my wife, the consummate (an over-used butappropriate word) shopper; what she buys, whatshe doesn’t, and why is always an enigma. Oh, andreality TV...2. By understanding the past and the present; learningfrom our own and other’s mistakes; and notbeing distracted by the little things that are easilydistracting. Watching and listening to people of allages while keeping watch for innovative ideas thatimprove people’s quality of life at different stagesthroughout life.Adrea Rubin@adrearubinTwitter Followers: 1,707CEOAdrea Rubin Media, Inc.www.adrearubin.com1. I consume a variety of content (industry events/trade shows, industry newsletters, social mediafeeds, etc.) to learn about current issues/challenges facing my current and prospectiveclients. I tie that information back to my nearly 40years of experience in insurance/financial servicesmarketing and, from that, generate ideas.2. Embracing technology and its influence on industrytrends. Also, by staying current with legislativechanges that impact how insurance/financialservices marketers acquire new customers,especially in the boomers/age 50+ space.Scott Doniger@scottd44Twitter Followers: 333Senior VP, Strategy and ServicesSprinklrwww.sprinklr.com1. Create mindspace (for me, it’s working out and/or listening to music) so that my unconscious mindis free to solve problems while my conscious mindrecharges and regenerates the unconscious withstimulating life.a. Voraciously snack on great “content”i.e. read a lotb. Ask tough questions of really smart peoplewhere:i. My social community(mostly smart, snarky people)ii. Diverse connections -- young, old, andmostly not in my industry2. Make sense of the past in the proper context ofwhat I’m trying to do in the future.a. Ask great questions / interrogate the worldb. Create a list of signposts and signals that mightbe indicators of true future vs. flashes -- beingactive in this way typically enables me to filtersignal from noise.Christopher Donald@EmailMadManTwitter Followers: 993StrategistInbox Group - Indiemarkwww.inboxgroup.com1. I listen! To most everyone I can in my industry(Email Marketing) and read a lot. I read blog posts,whitepapers, listen on twitter and books. I alsotalk a lot to those much younger that me that mighthave a better pulse on “what’s new” and what thecool kids are doing.2. Again I listen! There always seems to be newcompanies coming up with new tools or integrationthat give benefit to the email marketing industry.I try to be open about new options to be moreeffective with data, testing, and creative. Again Ikeep the younger crowd close. It seems as we getolder we get a little set in our ways, we becomeless open to outside influence, I try to be open aspossible to hearing about and understanding howpeople connect with businesses. Whether it be withemail, social, mobile, etc. I’m open to learning fromothers.
Global CMO™The Magazine REPRINT | 5Bill McCloskey@billmccloskeyTwitter Followers: 1,392FounderOnly Influencers, LLCwww.onlyinfluencers.com1. Innovative ideas come to me most often when I’mdoing something not related to business. Soakingin a tub, driving, walking. It could be anywhere,anytime but it is important to be open to ideaswhen they come. Another great source of ideas islistening to your customers. I had one company thatI started in 2000 and one of my clients mentionedthat they were looking for a technology that didn’texist. I listened to what they were looking for, andcreated a new product to fit their needs. As a result,I launched a new company based on that oneconversation in 2003: eDataSource.com.2. Every morning I read a series of newspapers, blogs,and journals to keep up on what is going on but mybest source of information is my network of peersthat I communicate with on a daily basis. Beingpart of a community that is focused on my industryhas been the greatest, easiest, and most dynamicmethod of staying in touch with issues that affectthe digital marketing industry.Jim Lyons@jflyonsTwitter Followers: 2,871Writer/Analyst/BloggerJLA (formerly HP, Lyra Research)www.jimlyonsobservations.com1. I have always been a big consumer of news -national, world, local, sports, entertainment,business, technology - and now find Social Media,especially Twitter, to be a great source of inspiration(to where it leads me, actually). Recently, I heardIra Glass talk, and directed advice to aspiringjournalists and writers, but it holds for all of us, atany stage. He said, you need to spend half yourtime poking around (“turning over rocks” is myfavourite way to put it) so the other half of the timeyou have something to write about!2. I have always been an early adopter (at leastin many categories) - nothing like hands-onexperiences to ascertain something’s impact on thefuture.Jay Deragon@JDeragonTwitter Followers: 8,897Title: Digital StrategistCompany: The RelationshipEconomywww.relationship-economy.com1. I find innovative ideas in the bits of informationgathered from collaborating with many on and offline then creating a new mental model with meaningfrom all the ideas.2. The best way to keep your eye on the futureis to study the disruptive forces that lie at theintersection of technology with the human network.Terry Brock@TerryBrockTwitter Followers: 5,224Title: CEO and PresidentCompany: AchievementSystems, Inc.www.TerryBrock.com1. Reading Feedly feeds regularly, producing mypodcast, blog & videos, Attending classes atHarvard Business School, Speaking at Air ForceAcademy and hanging with cool, brilliant people!2. Learn from the past, but look to the future.Constantly disrupt your staid thinking with fresh,innovative ideas from different sources, newmaterials and new ideas. Live! Life is just beginningevery day!Adrian Ott@ExponentialEdgeTwitter Followers: 48,288Title: CEO & FounderCompany: Exponential Edge Inc.www.exponentialedge.com1. Collaborating with my clients in Silicon Valley whohave innovative new technology and are willing toapply new management approaches, lecturing at topbusiness schools, my twitter community.2. Build a diverse set of information sources and payattention to new technology or trends that couldprovide new business models or approaches.
6 | REPRINT Global CMO™The Magazine Karen Shields@MarComMgrTwitter Followers: 33Public Information Officer/Communications ManagerGwinnett, Newton & RockdaleCounty Health Departmentswww.gnrhealth.com1. I find innovative ideas by doing things that help stopand empty my mind. If my mind is busy and filled,there is no time or room for innovation. Walkingoutside, meditating, playing the piano, reading - allof those give me pause and help my mind makeroom for innovation. Where is in nature, music andsolitude.2. The best way to keep your eye on the future isto engage it. Talk to the future - the youngergeneration. “Kids” in their 20s are bright. Theyare tech savvy. They totally embrace new. Alwayswonder . . . always learn . . . and always - as athree-year old would do - ask WHY?Gary Schirr@ProfessorGaryTwitter Followers: 77,000Title: Assistant Professor,Marketing, Radford Universitywww.SMM4Biz.com1. I find that the key is to stay current in your mainarea of interest and probe into some entirelydifferent areas. I think creativity is often at theintersection of two ways of looking at things. Forexample my interests in product innovation andsocial media have provided some insights and ideason co-creation. Over in Finance and Economicsthe trailblazing innovations and new ideas of thelast 15 years is to bring knowledge of biases frompsychology into their areas: behavioral finance andbehavioral economics. Stretch yourself!2. Stay current and watch the cutting edge. I scanmarketing journals, but I also scan ScientificAmerican, Wired, and Fast Company... and go toentrepreneur meetings to see what wild ideas arebeing talked about.Rick Segal@MrBtoBTwitter Followers: 1070Title: President Worldwide &Chief Practice OfficerCompany: gyrowww.gyro.com1. I don’t find the best innovative ideas, they find me.The secret is to cultivate copiousness. Be verydeliberate in filling your mind with the widest varietyof sensations, information and stimuluae. Ideas willthen sprout like wildflowers.2. Read science fiction and speculative fiction, and payreal close attention to toddlers and teenagers.Eric Fletcher@EricFletcherTwitter Followers: 9,500Title: Chief Marketing OfficerCompany: McGlinchey Staffordwww.marketingbrainfodder.com1. Read until my eyes give out -- HBR, McKinseyQuarterly, Fast Company, Entrepreneur Magazine,selected blogs.2. Talk less, listen more -- to leaders in and out of myindustry, to social and market researchers, to aphilosopher or two along the way, to bright youngminds that surround me.Kent Huffman@KentHuffmanTwitter Followers: 32,019Title: CMOCompany: BearCom Wirelesswww.BearCom.com1. Most of my innovative ideas originate during formalbrainstorming sessions and casual discussionswith other creative marketers, not just those whoare over 50, but those who are under 50 as well. Ialso get inspiration and interesting ideas from mycompany’s customers.2. For me, the best way to keep an eye on the future isto regularly read (or at least scan) the leading printpublications and content websites written aboutthe wireless industry and the marketing profession.Also, listening to other innovative marketers andparticipating in social media helps keep me current.
Global CMO™The Magazine REPRINT | 7Mark Burgess@mnburgessTwitter Followers: 4,735Title: President and FounderCompany: Blue Focus Marketingwww.bluefocusmarketing.com/blog1. Create and conduct lectures and workshops forleading universities and marketing organizations.2. Stay active in social media. Tweet and view learningas a continuous process. Author a new book. Pushahead. Re-imagine. Write content that energizes.Cheryl Burgess@ckburgessTwitter Followers: 13,520Title: CEO and CMOCompany: Blue Focus Marketingwww.bluefocusmarketing.com/blog1. Vibrant Twitter community, interviews with thebrightest minds on social business and socialbranding for upcoming new book, The SocialEmployee (McGraw-Hill, summer 2013) (@SocialEmployee) – Success lessons from bigbrands, IBM, AT&T, Dell, Cisco, Southwest, Adobe,Acxiom and Domo.2. Listen and engage both online and offline withdisruptive innovative thinkers!Bob Thompson@Bob_ThompsonTwitter Followers: 4.815Title: CEOCompany: CustomerThink Corpwww.customerthink.com1. I’m fortunate to manage CustomerThink.com, whichfeatures some of the smartest people on the planetin marketing and many other disciplines. So there’sno lack of innovative ideas. The trick is figuring outwhich ones to use.2. I like to watch the intersection of customer trendsand technology trends. Solve interesting problemsthere and you’ll invent the future you want to see.Saul J Berman@thnqtnqTwitter Followers: 459Title: Partner & Vice PresidentCompany: IBM Global BusinessServiceswww-935.ibm.com/services/us/gbs/consulting/1. On the beach free thinking or traveling citiesaround the world. Or being inspired by elementaryschool, high school and college kids. Hanging outwith the leading academic thinkers and technicalresearchers. Connecting dots in new ways! Dare tobe extreme and disruptive!2. Read and travel 300k miles a year. Always findand challenge the underlying assumptions andthe norms. Ask why but also why not? Diversifyyour perspective and inputs. Experience what’snew yourself. Hire the best and brightest butnontraditional as well. Set an environment andexpect out of the box thinking. Start with envisioningthe future!Tony Zambito@tonyzambitoTwitter Followers: 1,812Title: FounderCompany: TonyZambito.Comwww.tonyzambito.com1. I get my best innovative ideas through directqualitative research with customers/buyers forclients and combining this work with curiosity.Meaning, you need to be able to connect the dotsto reveal insight and understanding, which leads tonew ideas. Ideas which helps us to see the worlddifferently.2. Keeping your eye on the future requires a newcapability as a result of our hyper-connected society.The capability of assimilating information andtranslating it into meaning is going to become amuch needed skill in the future. My advice to theyounger generation in their 30’s for example is tofocus in on developing this skill. Our future leaderswill be called upon to be forward thinking.
8 | REPRINT Global CMO™The Magazine Brian Kardon@bkardonTwitter followers: 11,450Title: Chief Marketing OfficerCompany: Lattice Engineswww.lattice-engines.com1. I play the piano almost every night, even whenI travel (you can often find me in empty hotelballrooms playing the piano late at night). Musicuses completely different parts of your brain, andI find it very stimulating. You gotta get out of thehood to find new ideas.2. I rely on many sources, but I particularly like TEDtalks and conversations with academics. Thesetake me out of my comfort zone and talk to ideasand possibilities that are often very new to me.Shaun Smith@ShaunSmith_CEMTwitter Followers: 1,292Title: Founder and AuthorCompany: Smith+cowww.smithcoconsultancy.com1. I study and write about BOLD brands andtheir inspiring leaders to find out how they aretransforming their markets. http://bit.ly/YIwKh32. Look at the failures of the past; they are often aguide to the successes of the future.Linda Ireland@lindairelandTwitter Followers: 1,716Title: PartnerCompany: Aveuswww.aveus.com1. Voracious listening. Voracious reading. Voracioustravel. All the better when either takes mesomeplace I didn’t expect, or pushes my point ofview.2. I stay focused on what customer’s value (and willpay for), not just what they’ll accept. What’s theunmet need? Who will solve it?Gary Katz@garymkatzTwitter Followers: 866Title: Chairman of MarketingOperations Partners andMarketing Operations FutureForumwww.marketingoperationspartners.com1. Innovative ideas are in rich supply. I findthem through researching, exploring, sharing,brainstorming, facilitating and generally being acontinuous learner. An idea is only as good as yourability to effectively synthesize and apply it to solvea problem or envision a new opportunity.2. Look for gaps in the interfaces, longer-termimplications and yet-to-be articulated opportunitiesthat when addressed have potential to leapfrogcurrent practice.Paul Greenberg@pgreenbeTwitter Followers: 12,540Title: Managing PrincipalCompany: The 56 Group, LLCwww.the56group.com(coming Q3 2013)1. I have two go-to areas for innovation - an extensivenetwork of innovative people who I can brainstormwith - this ranges from CRM and technology industryveterans to extremely bright kids who are newand fresh to the industry. The second area forinspiration and innovation in business is music,literature and other cultural arenas. In particular,comedy, especially satire sharpens and hones mefor thinking in an innovative way. Long live WoodyAllen, S.J. Perelman and Saturday Night Live! Amongmany others.2. The best way to keep your eye on the future isto pay attention to anomalies that you see. Forexample, in 2009, a couple of studies appearedthat said for the first time in history, more peoplewere communicating via social networks than email.That would be two studies of, let’s say, a thousand.But the fact that those two anomalous studiesexisted at all, indicated the beginnings of a trulyseismic shift that is ongoing (not there yet) wherethat is going to become generally true, no longeran anomaly. In 2007, for example, NONE of thosestudies would appear. So find the anomalies, andkeep your eyes on them.
Global CMO™The Magazine REPRINT | 9Lisa Radin@milguy23Twitter followers: 1,562Title: StrategistCompany: Independentwww.linkedin.com/in/lisaradinbrandstrategist1. To keep my creative juices flowing, I need toconsume information – written and from peopleaka insights. Every part of my being is about infoconsumption – finding casual, ethnic and exotictreats to feed my brain. I don’t know how the humanbody works, but ‘this food’ creates an energy thatignites new thinking and always leads to innovation.2. I keep my eye on the future by tracking over 50trends from social media to nanotechnology. Youwould be surprised what you learn by opening yourmind to new categories/industries/interests. Twitteris great for tracking business / market intelligence.Christine Moorman@chrismoormanTwitter Followers: 908Title: Professor and FounderCompany: Duke University,Fuqua School of Business andThe CMO Surveywww.cmosurvey.org1. Teaching my smart MBA students. I read broadlyand think deeply about marketing issues tocreate class sessions to improve their thinking.Interactions with my students in and outside ofclass, in turn, improve my thinking. Every class is agreat inspiration to me.2. I started The CMO Survey to collect forward-lookingmeasures of marketing. These indicators offerinsight. In addition, my focus is on customers andwhat they want and need. When we follow this lead,it is hard to miss the mark.Chris Williams@chriwTwitter Followers: 43Acting President NJ ChapterThe CMO Clubwww.thecmoclub.com1. I have found that innovation occurs thought-out the organisation and not just in a top downhierarchical manner thus as CMO my role wasto spin a web across employees, partners andcustomers both in and out of my industry to findexamples of innovation that could be adopted inwhole or radically modified to meet a different setof challenges. The key is to keep an open mindand align with those not afraid of change especiallythose out of your normal ecosystems. In my ‘blueocean’ strategic workshops I encouraged my teamat Avaya who were tasked with supporting third partyconsultants to hold briefings where the agendawas NOT on solving a current problems (thosewere addressed separately) buy to look at wheretechnology has gone and to imagine the art of thepossible. By proactively approaching clients withsolutions to problem they did not know they hadwe thus established a more strategic relationshipwith them. I also believe Innovation can be bothincremental and radical. It’s not always aboutinventing the new but reinventing the old.2. What’s the best way to keep your eye on the future?In my case it was about staying on top of businesschallenges that our clients and markets struggledwith, learning from the past but being open to charta new course. It may involve redefining a market ora new set of non-traditional competitors. A greatexample of what is happening today is the productdevelopment that is originating in emerging marketsand being brought back to address the long tail ofour mature markets versus the traditional approachto innovating centrally and pushing to out acrossthe globe irrespective of local market needs.New advances in collabouration technologies hasfundamentally changed the way groups innovatearound the world.
10 | REPRINT Global CMO™The Magazine Jill Konrath@jillkonrathTwitter Followers: 12,893President and FounderJill Konrathwww.jillkonrath.com1. I’m an idea junkie. I love learning about freshstrategies both inside & outside my profession andindustry. The best ideas come from the mash-ups.2. Look to the younger people! Their perspectives andapproaches help me see things differently. And,when combined with your hard-earned wisdom, itvirtually assures that you stay a game-changer.Joan Schneider@schneiderprTwitter Followers: 2,206President and FounderSchneider Associateswww.schneiderpr.com1. Go to museums, lectures at Harvard BusinessSchool and travel the US and the world—preferablyon a motorcycle.2. Don’t sit in your office, get out and talk to peopleof all different stripes, stay up on the news (TV,newspapers, online, Twitter), take a university classand hire lots of interns.Michael Libbie@MichaelLibbieTwitter Followers: 2,858OwnerInsight Cubedwww.insightcubed.com1. I watch consumers and pay close attention to theirbuying habits and then match those needs/wants/desires to our client’s products or services; creatingvisuals and text that matches the consumer.2. Read... nearly everything. We also use Twitter toscan various key-words, Facebook to catch a sense,YouTube to see what’s hot and follow other leadersin the industries we touch.Jay Brokamp@JayBrokampTwitter Followers: 227President and FounderDocustarwww.docustar.com1. I’ve become a student of understanding how theidea in the corner will impact the trends in the bigbooth. I look toward people and companies trying toleverage converging rails of technology. I’ve appliedwhat I see to our business model and softwaredevelopment.2. I listen to and try to understand the challengesbusinesses are confronted with and why. I findthat by tacking the technologies corporationsare investing in and understanding why they aresuccessful or perhaps more importantly, not assuccessful as hoped, gives me a window into thetalent and services which will be in demand.Mark Shevitz@SJI_IncTwitter Followers: 221PresidentSJI, Incwww.sji-inc.com1. In this business of developing ideas and campaigns,finding places where my mind is open to create andobserve is important. Driving is one of them. Theother is at retail - among products and purchasers(malls, grocery, etc.). And, of course, being aware ofwhat’s trending on relevant social platforms.2. I speak regularly at universities, so being arounda younger generation is key. College studentsand 20-somethings have their own ideas aboutpurchasing and are just coming into their own asinfluencers. To me, these are the thought leadersof the future, so it’s worth keeping an eye on who/ what they perceive as the trends, brands andinnovators of tomorrow.
Global CMO™The Magazine REPRINT | 11Jeffrey Peel@JeffreyPeelTwitter Followers: 2,812Managing DirectorQuadriga Consulting Ltdwww.quadco.co.uk1. I firmly believe the best way to get ideas is to go outand chat with people. I recommend just ‘gettingout’ to my client and organise ‘meet and drinks’chats with customers, partners and start-ups.2. It’s impossible to predict the future. Trying ispointless. But meet people who might just createthe products of the future is a great way to get asense of what’s possible.Jim Ducharme@hugeheadcaTwitter Followers: 1,141Community DirectorGetResponse Email Marketingwww.GetResponse.com1. Everyone has their own social media poison I think.Some folks are naturals for Facebook, others aremore visual and prefer Pinterest and some like me,are Twitter oriented. Twitter reminds me of my olddays with CB Radio, but it has the added advantageof allowing for better filtering and curating ofcontent. As well, it’s a great “now” surveillancemedium just like CB was. It begs the question: Whatare you thinking or doing right now?2. Boomers have an advantage when it comes to“seeing the future” because (to paraphrase TomChapin) we can see where we are and we knowwhere we’ve been. Having perspective gives youforesight. If you are over 50 and you can put digitalinto an analog frame of reference, you are aheadof the game. If you realize that people make thedigital word and not the other way around then youare miles ahead. We aren’t so much exploring newterritory as we are exploring old territory (ourselves)in new ways. So, knowing where we’ve been givesone an advantage in being able to see where we aregoing. Because social is not about the technology,but about how we use it and human nature doesn’tchange as fast as technology does.Doug Mow@DougMowTwitter Followers: 1,431Chief Marketing OfficerCourion Corporationwww.courion.com1. Innovation is a state of mind, not a place or aprocess. I find innovative ideas all around me byobserving life and imagining the art of the possible.2. It sounds trite, but the best way to keep your eyeon the future is by imagining it, looking through thewindshield and not the rear view mirror.Jeff Ogden@fearlesscompTwitter Followers: 4,985PresidentFind New Customerswww.findnewcustomers.com1. That’s a slam dunk, Alan. I created and host thepopular show Marketing Made Simple TV, so I findthe most interesting guests. Case in point, when Iwas offered a chance to present a TED-like talk toa big meeting, I used the ideas I learned from thelady on my show Robbin Phillips, Courageous CEO ofBrains on Fire.2. Network like crazy, Meet cool people, like you, Alan.Read a lot. Write blog posts. Go to meetings. Socialmedia opens a huge world of contacts.Steve Kirstein@steveonprocessTwitter Followers: 394Director of MarketingOnProcess Technologywww.onprocess.com1. Depends on what kinds of ideas you’re referringto - marketing technology/tools/processes – blogs,twitter, inbound emails from vendors, etc. Forcreative concepts – everywhere!2. Keep both eyes open – don’t depend on any onesource, medium, channel, process, concept – andalways be willing to challenge your own beliefs,preconceptions, SOPs.
12 | REPRINT Global CMO™The Magazine Emily R. Coleman@e_r_colemanTwitter Followers: 771PresidentCAM, Inc.www.colemanmgt.com1. I find ideas all over the place. I think the key isto keep your mind open and not be overawed bythe common wisdom. Basically, it is not that hardto innovate if you don’t feel a need to follow thecrowd. The purpose of marketing, after all, is toget your company/product/service/ideas noticed.You can’t do that if you stand firmly in the middleof what everyone else is doing. And the purpose ofinnovating is to increase revenues, let’s not forgetthat.2. Trends are the consequence of millions ofpeople making personal decisions for their ownreasons. The key to understanding the futureis to understand why people are acting the waythey do. Marketers can influence fads, but theyhave to follow and anticipate - and understand theunderlying reasons for - trends.Brad Shorr@BradShorrTwitter Followers: 9,117Director of B2B MarketingStraight Northwww.straightnorth.com1. I don’t consider myself especially creative, but I’mgood at recognizing great ideas in conversation orthrough reading (blog posts mainly, these days), andthen adapting them to my business. It takes a fairamount of work though. In order to appreciate greatideas, you have to sift through all of the many badones as well.2. Same answer as number 1: talk to people and read.The struggle I have is getting out of my comfort zoneand talking to people who are younger, older, andwho have radically different outlooks from mine.This is where blogs have been so helpful. Engagingwith bloggers has connected me with very smartpeople I never would have interacted with otherwise.Ken Rutsky@JayrutzTwitter Followers: 600Go to Market Thought LeaderKJR Associates, Inckjrassociates.com1. Insight from and through my clients and theirchallenges.2. Always think how you can make your customer’slives and businesses better.Kay Ross@KayRossTwitter Followers: 3,800Marketing consultant & coach,editor and copywriter.Kay Ross Marketingwww.kayross.com1. I read voraciously about a wide variety of topics:marketing, philosophy, psychology, neuroscience,design, social media, theatre, healing, language,travel, fiction, trends in business and society...And I perform comedy improvisation, which buildsmy skill at spotting unlikely connections betweenunexpected things.2. There is no future; there’s only NOW. Keep your eyeon what’s happening now.Dyan Bryson@InspiredHealth_Twitter Followers: 534Managing DirectorInspired Health Strategies, LLCwww.patientadherence.com1. I get my innovative ideas through much research,participating in conversations and discussions onLinkedIn and Twitter as well as face-to-face meetingsand events. I match this input with my personalexperience- basically understanding the problems Ihave identified and developing solutions based onwhat I have learned.2. The best way to keep my eye on the future is thesame use of social media and networking butalso watching industries other than mine to seewhat is working there and anticipating the use ofprocess and systems in my industry. So, a lot ofbenchmarking through every way possible!Image NotAvailable
Global CMO™The Magazine REPRINT | 13Barbara Fowler@BarbFow50Twitter Followers: 611Northeast Managing Partner,CMOChief Outsiderswww.chiefoutsiders.com1. I get up early every day-up by 5-and for 2 hours orso, I read. I have the best blogs in my google readerand get so many innovative ideas there. FromStrategy-Business, to SEOMoz to Kissmetrics, FastCompany to the HBR, reading gives me the mostinsight into new and different ideas. (If you needlinks, I have them)2. Be open to it. I hate it when people say that as youget older, you get more set in your ways. I think youcan, but do not have to. I like to explore new ideas,listen to people who are completely opposed to howI think and imagine, “What life experiences, whatteaching, what made them have those opinions?I believe in “Assume the best intentions of other,Seek first to understand their point of view “ andthat keeps my eye on the future.David Newberry@davidnewbsTwitter Followers: 168Group Marketing OfficerPitney Bowes Softwarewww.pb.com/software1. Innovation is supported by diversity andcollaboration. A few tips:•• Give vendors 5 minutes of your time. It is likelythat their company has a number of innovativeideas which underpin their value proposition.•• Encourage your teams to focus on outcomesrather than activities and therefore provide themwith an environment where they can think out ofthe box.•• Collaborate across departments andgeographies so many more diverse viewpointsare captured and considered.2. Spend more time with clients on betterunderstanding what is keeping them up at night.Form strong relationships with a small number ofthe peer companies who are conveying leading-edgethinking and best practice. Network and network,you can never listen enough or have too manyviewpoints or ideas.Donald Lambert@3msageTwitter Followers: 69ConsultantManagement, Marketing, Mediawww.3msage.com1. Observation, Listening, Brainstorming: Takinga careful, thoughtful and active interest in thequestion that needs to be answered. Learning:After 25 years in broadcast communicationsmanagement, I decided to return to university andcomplete the degree uncompleted years earlier. Ifound it invigorating being surrounded by manybright young people who were eager to tell me thatthis or that is not how things are looked at today. Ihave tried to glean the best of the best from theexperience. Read and watch movies for knowledge,stimulation and inspiration.2. Nurture Optimism: Always believe there are hopeand a future that can be better than today oryesterday. Embrace Discontentment: Revel insuccesses briefly and move on knowing today’sinnovation can be improved. Foster an environmentof forgiveness: Innovation can only occur wherestumbling, falling and periodic misdirection isaccepted as part and parcel to trying new things.Keep trying. Refer back to the 1st point.Ari Sherman@ariwriteTwitter Followers: 451Creative Director, copywriterAri Sherman, advertising,formerly of Frankfurt GipsBalkindarisherman.wordpress.com1. My favourite ideas come from letting the problemsolving process play out. Quickly eliminating theobvious solutions allows real fresh thinking topercolate into ideas. The ones that excite me arethe ones I run with.2. I think an eye to the future means realizing it’salready here. So engage voraciously with the now.Look at what’s out there that’s cutting edge, figureout what makes it distinct, and always rememberyou’re as much a part of it as anyone.
14 | REPRINT Global CMO™The Magazine Ardath Albee@ardath421Twitter followers: 10,199CEO and B2B MarketingStrategistMarketing Interactions, Inc.www.marketinginteractions.com1. In my opinion, 1 & 2 go together: Brainstormingcalls with peers, an annual retreat I attend, lookingoutside my network, reading/absorbing a variety ofdifferent perspectives to look for unique crossoversand pushing my work farther with each new project.Feedback from speaking and publishing that makesme think differently about my work.Andrew (Andy) Rudin@andy_rudinTwitter Followers: 1,774Managing PrincipalOutside Technologies, Inc.www.outsidetechnologies.com1. I find innovation by questioning the status quo.When I hear “that’s the way it’s always been done,”or “here are the rules for X, Y, or Z,” I get hot andbothered.2. Be constantly curious. Focus on lifelong learning.Read. Seek the company of people who are smart,worldly and talented. Take online courses. Go backto school. Write about something you want to knowmore about. Become fluent in another language.Travel.Drew Neisser@DrewNeisserTwitter Followers: 6,196CEO and FounderRenegade, LLCwww.renegade.com1. How and where do you find innovative ideas? Forme, it starts with a voracious curiosity aboutrandom facts, relevant trends and personalpassions pursued via all available media. Fromthere, it’s a matter of tricking the brain to connectseemingly disparate dots into something fresh.2. What’s the best way to keep your eye on the future?Talking with forward-thinking people and then forcingyou to turn these conversations into cogent if notprescient articles.Laura Patterson@lauravemTwitter Followers: 1010President and FounderVisionEdge Marketing, Inc.www.visionedgemarketing.com1. Ideas are everywhere! I spend a great deal of timeon the road and often use this time to meet withand list to people both inside and outside thediscipline, people in the trenches and on the frontline and people who have a view at 50,000 feet.I’m especially interested in learning about theircurrent challenges, where they see the bright spots,what trends they are noticing, what they are readingand why, and what is something they recentlylearned or wish they knew. A good glass of wineduring these conversations can be very helpful. Itry to make it a point to monitor major publicationsboth industry and academic to look for trends andsee what people are talking and thinking about. Ifit resonates with me perhaps it will with others. AndI find mental energy and ideas come more easilywhen my mind is free to roam, like during a long run,or lap after lap in the pool, or working in the garden.And the author …Alan See@AlanSeeTwitter Followers: 56,400Chief Marketing OfficerAlan See CMO Temps, LLCwww.cmotemps.biz1. How and where do you find innovative ideas?Answer: I can express my personal story onthis topic in six words: “Old dog, new tricks, noproblem!” I love the idea of lifelong learning, so Iread and network to tease out new ideas whereverI can.2. What’s the best way to keep your eye on the future?Answer: To remember this formula; Legacy Mindset= Creativity Killer.
Alan SeeChief Marketing Officer, CMO Temps LLPAlan See is a senior marketing executive and ranked the 3rdmost followed CMO on Twitter. Alan has over 30 years ofindustry experience helping organizations develop marketingstrategies and sales initiatives that power profitable growth.His rare ability to speak Web 2.0 and Sales 101 in the samesentence makes him a popular blogger and conference speaker.He has also served as anassociate faculty memberat the University of Phoenixwhere he facilitated coursesin Marketing and ManagementTheory.Alan holds BBA and MBAdegrees from Abilene ChristianUniversity and currently servesas Interim CMO at DocuStar( www.docustar.com ).TMAre You Compiling A List?Are You on One?If you’d like to share it withthe Marketing world,we’d love to hear from you.Email firstname.lastname@example.org