Search Marketing Knowledge Center | ANA

Search Results for All Content (access may be restricted)

Search returned: 36 document(s).

  • What’s Behind the CEO-CMO Rift?

    POVs   March 6, 2024  

    Lately, the relationship between CMOs and CEOs seems more like a marriage in desperate need of counseling. But these research-based tips can turn things into a happily ever after.

    view
  • Predicting Customer Lifetime Value: Using Historic Behavior to Plan and Provide Prescriptive Recommendations to Better Meet Future Needs

    Event Recaps   March 5, 2024  

    Richard Lusk, senior director of data science at Inspire Brands, discussed how predictive analytics can be used to determine customer lifetime value (CLV) and also outlined how CLV is valuable when making the case for marketing spend.

    view
  • How to Create an Investor Mindset Culture at Your Business

    Event Recaps   January 23, 2024  

    Nicole Kane, VP of media and marketing transformation at Bimbo Bakeries USA, shared how her brand has leveraged Learning Labs to transform its marketing, cultivate buy-in from executives, and create a culture of strategic investment in brand initiatives.

    view
  • How to Create an Investor Mindset Culture at Your Business

    Conference Session Videos   January 23, 2024  

    In this video, Nicole Kane, VP of media and marketing transformation at Bimbo Bakeries USA, shared how her brand has leveraged Learning Labs to transform its marketing, cultivate buy-in from executives, and create a culture of strategic investment in brand initiatives.

    view
  • How to Get the Whole Organization Behind the Brand Purpose

    Podcast Clips   December 19, 2023  

    Vicky Lozano, EVP of marketing at Crayola, shared her tips for how to get everyone from the C-suite down to the coordinators onboard with your brand purpose.

    view
  • Bridging the (Expanding) CMO-CEO Divide

    Champions of Growth Podcast   December 13, 2023  

    Ed See and Robert Tas, partners at McKinsey, join host Matthew Schwartz to discuss the results of their recent survey and offer some salient and actionable advice for how chief marketers can foster a more productive relationship with their CEO.

    view
  • How Can CMOs and CEOs Bridge the Growing Divide Between Them?

    Podcast Clips   December 13, 2023  

    Drawing insights from recent research, conducted in partnership with the ANA, McKinsey’s Robert Tas and Ed See share what they think is behind the expanding disconnect between CMOs and CEOs and offer some thoughts about how to close it.

    view
  • A Wake-Up Call for CEOs

    CMO Content   November 9, 2023  

    The ANA and the Global CMO Growth Council tapped McKinsey & Company to study how the CEO-CMO relationship could lead to outsized growth. A panel of executives from five leading brands shared key takeaways and spotlighted an alarming lack of understanding among CEOs and business stakeholders on how marketing contributes value to the business.

    view
  • Have Marketers Lost Their Seat at the C-Suite Table?

    CMO Content   November 7, 2023  

    In 2023, ANA partnered with McKinsey to research the CEO and CMO role. This presentation, delivered during the 2023 ANA Global CMO Growth Summit in Orlando on October 24, identifies three primary areas of misalignment between CEOs and CMOs when it comes to driving the growth agenda.

    view
  • Empowering CMOs: Overcoming Challenges and Building Personal Brands

    Pulse   October 31, 2023  

    Black Glass founder and CEO Katie Klumper discussed the importance of empowering CMOs on a recent episode of the Marketing Futures Podcast.

    view
  • Tips for CMOs: How to Strengthen Your Relationship with the CEO

    Event Recaps   October 26, 2023  

    At the 2023 Masters of Marketing Conference, the ANA convened a panel of CMOs and business leaders to share their insights into how CMOs can strengthen their relationships with CEOs.

    view
  • Tips for CMOs: How to Strengthen Your Relationship with the CEO

    Conference Highlights   October 26, 2023  

    Being a marketing ambassador and having an enterprise perspective are key to CMOs building strong partnerships with their CEOs.

    view
  • Tips for CMOs: How to Strengthen Your Relationship with the CEO

    Conference Session Videos   October 26, 2023  

    At the 2023 Masters of Marketing Conference, the ANA convened a panel of CMOs and business leaders. In this video, hear their their insights into how CMOs can strengthen their relationships with CEOs.

    view
  • CFOs Identify the Barriers to Relationships with CMOs

    Money Slides   October 23, 2023  

    Stein IAS and Brand Finance share the results of a survey of CFOs revealing the obstacles that those executives see as hampering their relationships with CMOs.

    view
  • How to Improve Marketing’s Value Within the Organization

    POVs   September 20, 2023  

    Champions of Growth host Matthew Schwartz asks key questions marketers need to answer if they want to get a handle on their myriad responsibilities and improve their standing in the eyes of other executives.

    view
  • How CMOs Can Cultivate Relationships Throughout the Organization

    Podcast Clips   August 16, 2023  

    Sandeep Chennakeshu, COO at Uhnder, provides three ways in which marketers and CMOs can improve their standing within the overall organization.

    view
  • How to Create Stronger Relationships Within the C-Suite

    Event Recaps   June 6, 2023  

    A panel of B2B marketing executives from top brands came together to discuss how they forge stronger relationships with other members of the C-suite and how they effectively sell the merits of various marketing investments.

    view
  • How to Create Stronger Relationships Within the C-Suite

    Conference Session Videos   June 6, 2023  

    In this video, a panel of B2B marketing executives from top brands came together to discuss how they forge stronger relationships with other members of the C-suite and how they effectively sell the merits of various marketing investments.

    view
  • What Do CFOs Want from CMOs?

    B2C   June 2, 2023  

    As difficult as it may be when it comes to aligning marketing with financial outcomes, there is a path for CMOs and CFOs to have a more productive relationship.

    view
  • Staying on the Cutting Edge Through Analytics Adoption at Hilton

    Event Recaps   March 15, 2023  

    Representatives from Hilton discussed how they transformed their brand’s marketing measurement — including a critical shift in how they viewed KPIs — by shifting to marketing mix modeling.

    view

12 >>