CMO’s tend to have a mantra when they take over a new job: reorg, rebrand, and restructure. But while the mantra is simple, the process is not. Any time things change, feathers get ruffled, even for the most well-intentioned CMOs.
“Being performance driven, it's not always the most popular thing to do when you come into a new company. I pulled back spend in Q2 quite significantly from where we were spending, because I didn't feel it was working. And there were a lot of conversations with my peers, as well as with our CEO, and even the board on some of the risks of doing that. But I really believe that by pulling back a little bit and slowing down in order to get those insights and those key learnings in place, we'll be able to speed up in the future and kind of double down on what's working.”
That’s Dana Paris, who is the first CMO of Canidae Pet Food, and she is quick to note that changes and hard conversations are not done in a vacuum. They are calculated risks designed to drive the overall health of the organization. On this episode of Marketing Trends, Dana dives into how having those tough conversations with your C-Level peers can set the foundation for a successful partnership. Plus, she also touches on why alignment across all your touch points, online and in-person, is imperative when you’re building your brand awareness.
Main Takeaways
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