.What have you produced for me lately? That’s the question that should be asked by senior marketers of their teams, agencies, vendors and selves. What have you produced?
The extravaganza that was the Super Bowl saw lots of things produced. Ads were produced, certainly. Actors were coached, editing suites rented, musicians composed, craft trucks rolled. Millions spent. And now bills will be paid (and unpaid) for months to come – all because things were produced. At some point, probably around budgeting time for next year’s Super Bowl, someone will ask “What sales were produced?”
Let’s list the people who might answer that question with “Not my job.” The list will be pretty lengthy. It wasn’t long ago that the average tenure of a CMO was 18 months. Why is that? Because it is the CMO’s job to produce sales. The CMO and the CEO.
The marketing business today produces lots of things – at the hands of many, many people. Isn’t it time CMOs asked and answered the question “Do the things we produce, produce sales?” Peace.