Daily Archives: December 3, 2012

How to Attack Marketing Spend (Part 5)

One of the most important elements of tackling marketing spend is Executive Buy-In, which requires aligning the vision of the CMO, CPO and CFO. In fact, don't do anything until you force this to happen! Above all, ensure that your CPO is well briefed, and don’t let this person destroy your credibility by going into meetings with the CMO with the usual procurement speak. Take the time to get your CPO genuinely interested in the topic as a means of furthering their own interests and even career. For example, in a CPG or retail company, all executives can further their interests by knowing more about marketing. In general, some might call this attaining “stakeholder buy-in” since there might be stakeholders who are critical decision makers who are not C-level – but you get the idea.