LIVE CMO Confidential: Real talk from the other side of the table

Mike Linton/CMO Confidential

What agencies need to know from a 5-time CMO and renowned podcast host of CMO Confidential

About the Speaker:

Mike currently hosts the weekly podcast CMO Confidential, showcasing the best and brightest marketing leaders. He’s a 5-time CMO/CRO, most recently Ancestry CRO, prior CMO of Farmer’s Insurance, eBay and the first ever for Best Buy. Mike also wrote the CMO Calculus column for Forbes.com, won 4 Effies and a Valiente, was named three times by Ad Age among the most influential 30 marketers and elected to The Retail Advertising Hall of Fame. He’s a Bowling Green grad with an MBA from Duke’s Fuqua School of Business.

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What’s it like to be CMO making the calls on millions of dollars and hundreds of people, which ideas get to the market and which don’t make the cut? And why is it so difficult for agencies to decipher exactly what the CMO wants and build enduring bonds?

Join Mike Linton, a 5-time CMO/CRO for companies incl. Best Buy, eBay, and Farmers Insurance, and host of the CMO Confidential podcast, to discuss the most scrutinized but least understood executive job.  Hear the unique pressures, drama and politics that undermine the client/agency relationship, why the seat is almost always hot and how decisions get made.

More importantly, learn how CMO’s evaluate agencies not only in hiring and firing, but in trusting them enough to say what they’re really thinking during strategy, media, creative & other vital  meetings. Agencies can be viewed as a true partnership or just another buy/sell vendor relationship. The difference is often the critical determinant in success or failure.

Many times the CMO is working in a C-Suite populated with marketing “non-believers,” and agencies can dramatically help or hinder that situation. Understand the core drivers of your client’s business, not just the brand assignment. Constantly express your “big ideas” as solutions to their problems, packaging them for the eventual audience of the Marketing Team, not just the team itself. Help them help you.

Finally, with agencies under ever-increasing pressure, learn how Mike and his teams evaluated pitches/prospects from agencies and why almost all cold outreach failed.

Key Takeaways

  • The emerging role of CMO, how it’s changed, where it’s headed
  • Clarifying expectations and encouraging closer collaboration
  • Selling solutions vs. concepts, trust builders & killers

Who Should Attend

All disciplines responsible for working directly with the client Marketing Team incl. Accounts, Planners, Creatives et al.

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