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Reaching the Next-Generation CMO

During the second quarter of 2011, executive search firm Russel Reynolds highlighted the emergence of next-generation marketers who are expanding beyond traditional marketing to span areas such as digital, mobile, and social marketing. This article outlines how executives in the printing industry can support tomorrow's marketing executives and help ensure their own success in the future.

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About Barb Pellow

A digital printing and publishing pioneer, marketing expert and Group Director at InfoTrends, Barbara Pellow helps companies develop multi-media strategies that ride the information wave. Barb brings the knowledge and skills to help companies expand and grow business opportunity.

Please offer your feedback to Barb. She can be reached at [email protected].

Discussion

By Wayne Lynn on May 12, 2011

Barb,

It is hard to find an organization of any kind anymore that doesn't have multiple revenue streams. Within these streams are usually multiple segments, almost all of which have some sort of basic marketing problem to solve. (You've articulated these in the past - FIND new prospects, GET them converted, KEEP them loyal, and GROW what they spend with you.) We're finding that getting clear on this picture helps enormously with the sale of cross-media solutions. When you've done the homework the profile of the target audience is much clearer, making the proposed solution easier to derive and create. It seems to me that speaking this language is critical in succeeding with the next generation CMO.

Your thoughts? Am I on target here?

 

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