October 15-16, 2005
Jerry Bernhart, President, Bernhart Associates Executive Search
Tim Prunk, CEO, Vistrio
Cathy Maslyn, Director of Human Resources, CMS Direct
David Williams, President and CEO, Merkle
Ken Clark, Vice President of Business Development, Hawthorne
Traditional Job Description:
List “must have’s”
Years of experience
Required skills, education
Can filter out A players
Defines successful performance
objectives, with time-line
Creates performance standard
More attractive to A players
1- Conduct a comprehensive review of current marketing efforts: During the first 30 days, audit the
existing marketing infrastructure, develop budgets, interact with direct reports and establish cross-
2- Coordinate the development and launch of the new brand: The CMO will play a key role in
creating valuable brand equity across marketing channels. Develop and implement a complete
branding strategy across all marketing communications. The CMO will participate on other cross-
functional teams to ensure that an accurate and consistent brand identity is delivered in company
objectives, programs and results.
3- Create a database marketing infrastructure: The CMO will design the framework of a data-driven
marketing organization with an information-rich data warehouse as the foundation to test, analyze, and
adapt direct marketing strategies to grow revenues and maximize ROI. The CMO will infuse the best
practices of campaign management including list generation, experimental design creation and back-
end analysis. Within six months, critical performance objectives will include researching and
segmenting the database, overseeing installation of campaign management software and staffing the
data-mining and analytical department.
4- Develop research and testing for the creation of marketing strategies to acquire new members:
The acquisition of new members will play a critical role in achieving our client’s vision of becoming
the leading brand in its industry. Within six months, begin the design of testing scenarios to provide
quantifiable results to support acquisition strategies.
5- Deliver the marketing strategies to achieve objectives and continuously improve ROI:
The successful candidate will develop new and innovative ideas, set the strategic direction and deliver
the programs that will directly impact business growth. This individual will use his/her exceptional
leadership attributes and a strong bias for action, the ability to build high performance teams and a
• Grow your own talent
• Recruit for vacant positions
• Use a few traditional sources
• Advertise to job hunters
• Stick with compensation
• Recruiting is about screening
• Hire as needed
• Pump talent in at all levels
• Hunt for talent all of the time
• Tap many diverse pools
• Reach out to “passive
• Recruiting is selling and
• Develop a recruiting strategy
for each type of talent
Instilling a talent mindset
• Do you believe having better people is how
you will stay ahead of your competitors?
• Do you believe that strengthening your talent
pool is a crucial part of your job?
• Have you convinced all of your managers to
make talent a crucial part of their jobs?
• Have you established a gold standard for
talent, at all levels?
• Are you deeply involved in hiring decisions at
least two levels below you?
Instilling a talent mindset
• Do you talk with your people about talent
• Are you prepared to invest real money in talent?
• Are you holding your leaders, and yourself,
accountable for three to six specific actions to
strengthen your talent pool in 2005?
Define Superior Performance
• Six to eight competencies
• Define poor/average/superior
• Benchmark for evaluation and promotion
Invest in Talent
• Value creation drives pay
• Pay according to market equity
• Break the rules
Hunt for Talent All of the Time
• Create an “A” list
• Be a talent scout
• Opportunistic hiring