The document provides a list of 10 Chief Marketing Officers (CMOs) from major companies and key lessons that can be learned from each. It discusses quotes from CMOs at companies like GE, Google, Apple, Ford, IBM, EMC, Microsoft, Cisco, and Dell. Some of the major lessons mentioned include the importance of adapting to change, staying focused on customers, being willing to take risks and try new things, spending time understanding customers, and believing in yourself.

1. 10 CMOs
WHOAREKICKINGASS
And what you can learn from them

2. Being a marketing leader
AIN’T
EASY

3. you need to
ADAPT

4. you need to
STAY
FOCUSED

5. you need to
and

6. you need to
KEEP THOUSANDS
OF CUSTOMERS HAPPY
and

7. !

8. Want to take your brand
TOTHE
↑TOP?

9. Here’s a list of 10 amazing CMOs
AND WHAT TO LEARN
FROMTHEM

10. BETH COMSTOCK
General Electric

11. “ It’s imperative that you, as a CMO,
use the technology.
I believe in immersing yourself in
something to truly understand it . ”

12. NIKESH ARORA
Google

13. “ You’ve got to L♥VE what you do.
because we are in so many
different businesses.”
It’s almost like I get to work for
multiple companies at Google,

14. PHILLIP W. SCHILLER
Apple

15. “ We could say all the marketing things we want,
you’vegotaninstant .
That’sanincrediblereaction.”
but at the end of the day when you show somebody
tapping, pinching or zooming a graphic,
wow

16. Jonathan Becher
SAP

17. “ Sometimes you’ve got to be
the voiceof the market -
listeningtothesignalsofwhatthepeople
thatdon’twantyourproductexpect.”
not so much the voice of the customer
but the voice of the market,

18. JIM FARLEY
Ford

19. “ Customers are done with the fluff.
whatreallymakesyoudifferent.”
They want the real company,

20. Jon Iwata
IBM

21. “ CMOs are going to have to spend more time
on what the company is like on the inside:
what we stand for, what we believe,
what we value, our purpose, our culture . ”

22. JEREMY BURTON
EMC

23. “ I see too many marketing people
that are scared.
They’re scared to try things,
and you’re trying to be safe and conservative…
You can’t think like that . ”

24. CHRIS CAPOSSELA
Microsoft

25. “ (It’s essential to always be) living and
breathing the customer journey.
Great marketing needs to be applied to
whatever part of the customer journey
yourproductorsolutionisfallingdownat. ”

26. BLAIR CHRISTIE
Cisco

27. “ It’s amazing how little time
marketers spend with the customer;
Byspendingtimewithyourcustomer,
youcancreateastrategythatsolves
theirproblems. ”
not the buyer perhaps or the CXO,
who’s doing the buying…

28. KAREN QUINTOS
Dell

29. “ Believe in yourself and have
the courage to take risks.
Think big or stay home! ”

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