Intended Consequences

Brian Massey

Intended Consequences is for the marketer. We believe behavioral science can be used to predict the success of marketing campaigns, and we’re going to teach you how. Through conversations guided by Brian Massey, we encourage and empower experimentation. In an age of abundant data and finite resources, this podcast gives you a rare blend of technical insights and marketing vision to help you, the marketer creates campaigns that truly convert. You’ll learn from the people behind the marketing tech - the consumer, the buyer, and the company behind it - hear what’s worked for them, how it could work for you, and how to execute on ideas using both creative and data. read less


039: How to Know if Your CMO is Lost in the Weeds | Laura Patterson
039: How to Know if Your CMO is Lost in the Weeds | Laura Patterson
"CMOs are abdicating their strategic position in their businesses." Just when I was marveling at how much CMOs really must do for their brands, Laura Patterson, President of VisionEdge Marketing, said the above statement that stopped me in my tracks. Laura has been focused on performance marketing and the proper use of data since before it was "cool,” and if anybody knows what's going on with CMOs, it's her. A few weeks later, I was on a panel that brought up the Fornaise Marketing Group study. This study states that of the 1,200 CEOs polled, 80% of them did not trust and were not impressed by the work done by marketers. By comparison, 90% of them trusted their CIOs and CFOs.  I did some additional research and found more incriminating news. Forrester recently reported that "dozens" of major brands had eliminated the CMO position altogether, brands like Johnson & Johnson, Kellogg's, Taco Bell, and Netflix. I wanted to get to the bottom of this. Was I part of the problem, focusing on just one channel? And why does Laura believe CMOs are losing their seat at the table in the c-suite? Listen in to find out. Resources and links discussed: Connect with Laura: Learn more about VisionEdge Marketing: Check out the Fornaise Marketing Group study: Follow Brian on Twitter: Learn more about Conversion Sciences: