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« The HughTrain | Main | It's about going to the edges »

The myth of the CMO

I feel sorry for Judy Verses. She's the Chief Marketing Officer of Verizon, a brand that is justifiably reviled by millions of people.

Is Verizon disdained, mistrusted and avoided because Judy's not doing a great job? Of course not. She's doing a great job.

The reason we hate Verizon is they act like a monopoly, have ridiculous policies, a lousy call center, a bad attitude, plenty of outbound phone spam and crazy pricing.

We hate Verizon because of all the things Judy doesn't get to influence or control.

The myth of the CMO is the C part. They don't get to be the chief of the stuff that is really what marketing is all about today. CAO, maybe (Chief Advertising Officer) but not CMO.

If I were the CMO of Verizon, I'd fix the call centers. I'd fire people with a lousy attitude who aren't afraid to share it with a customer. I'd reward the great ones (like the installer who came to my new office last week) and figure out how to get every one of their thousands of people to understand that THEY are the marketing department. And I'd shut down the outbound phone spam center immediately.

Until that happens, the CEO is the CMO, no matter what the title says.

Thanks to Tim at reveries - cool news of the day for getting me thinking.

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Listed below are links to weblogs that reference The myth of the CMO:

» Chief Marketing Officers Can't Sell Schlock from AdPulp
Marketing guru, prolific author and blogger, Seth Godin, says, "If I were the CMO of Verizon, I'd fix the call centers. I'd fire people with a lousy attitude who aren't afraid to share it with a customer. I'd reward the... [Read More]

» The trickle down theory. from larry borsato
Seth laments that the Chief Marketing Officer doesn't "get to be the chief of the stuff that is really what marketing is all about today". He uses the example of Judy Verses, CMO of Verizon, who may be doing great... [Read More]

» Seth and the myth of the CMO. from Teal Sunglasses
Purple Cow talks about the myth of the CMO. And he almost gets it right. Where I disagree with him is this: it is the job of marketing to get you interested in a product (or company) and to decide to purchase something. it is the job of the rest of th... [Read More]

» Let's Start With Joyous from The TrueTalk Blog
Yesterday we started a list of rules for creating profitable 21st century business systems. Pretty simple. Pretty straightforward. Let's start with "Joyous." First of all, what is a "joyous system?" As a noun, "joy" means, "intense and especially ecsta... [Read More]

» The myth of the "CMO" from Corante New York
Using Verizon as a case in point, marketing guru Seth Godin declares that the position of CMO is nothing but a myth: "The myth of the CMO is the C part. They don't get to be the chief of the... [Read More]

» A problem with metrics and a solution from Agile Analytics Weblog
In our opinion, one way to address Seth\'s concern is through customer-centric metrics. Most companies make the mistake of evaluate performance along functional activities. This perpetuates the silos that don\'t allow Judy Verses, Verizon\'s CMO (in ... [Read More]

» A problem with metrics and a solution from Agile Analytics Weblog
...one way to address Seth\'s concern is through customer-centric metrics. Most companies make the mistake of evaluate performance along functional activities. This perpetuates the silos that don\'t allow Judy Verses, Verizon\'s CMO (in Seth\'s examp... [Read More]

» Can you hear me NOW? - Verizon's Marketing Blunder from Daiv Russell's Internet Marketing Blog
Unfortunately, when a company gets as big as Verizon, and sometimes when companies "wish" they were that big, they become a Giant Hairball. And the little things like demanding competence from other departments, becomes nearly impossible. But, what ... [Read More]

» Godin on chief marketing officers from Imperica
The myth of the CMO. More good, straightforward stuff from Seth… and how true that large organisations need greater clarity and responsibility at the top to deliver anything like the marketing objectives they intend to be accepted as positive an... [Read More]

» A Key Reason Firm Marketing Efforts Fail from Golden Practices
Seth Godin reflected today on a blog post he'd made awhile back called The Myth of the CMO. I hadn't seen it before, but when I read it, it strongly resonated with me related to CPA and law firms. [Read More]

» Verizon reviled, Vonage not from BOSS logic
Seth Godin's myth of the CMO, where he mentions Verizon as “a brand that is justifiably reviled by millions of people,” is dead on. It reminded me I promised an update a while ago, too. It's been about two months since we dropped Verizon and switc... [Read More]

» Company-wide marketing from Будни трудоголика
Навеяно заметкой Seth Godin и разговором с Денисом Киселевым: Реклама не имеет существенного значения в России (обсуждали с Денисом Киселевым на днях как раз). Маркетинг силами 1 человека не имеет значения, особенно, если он не принимает решений (см. S... [Read More]

» Verizon reviled, Vonage not from BOSS logic
Seth Godin's myth of the CMO, where he mentions Verizon as “a brand that is justifiably reviled by millions of people,” is dead on. It reminded me I promised an update a while ago, too. It's been about two months... [Read More]

» Verizon reviled, Vonage not from BOSS logic
Seth Godin's myth of the CMO, where he mentions Verizon as “a brand that is justifiably reviled by millions of people,” is dead on. It reminded me I promised an update a while ago, too. It's been about two months... [Read More]

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« The HughTrain | Main | It's about going to the edges »