Articles by Kimberly A.
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Leveraging Humor To Build Better Consumer Experiences
Leveraging Humor To Build Better Consumer Experiences
By Kimberly A. Whitler
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MBA Graduates: How To Start Preparing For Your Next Job Now
MBA Graduates: How To Start Preparing For Your Next Job Now
By Kimberly A. Whitler
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Common Mistakes Interns Make And How To Avoid Them
Common Mistakes Interns Make And How To Avoid Them
By Kimberly A. Whitler
Activity
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Closing one chapter and starting another! Last week, I completed my active duty service in the Navy. Thank you to everyone who made this journey so…
Closing one chapter and starting another! Last week, I completed my active duty service in the Navy. Thank you to everyone who made this journey so…
Liked by Kimberly A. Whitler
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🗞 Hot Takes! Get Your Hot Takes! 📰 Following the holiday week we had an amazing show with Influicity CEO Jon Davids talking about: 🗞 How to…
🗞 Hot Takes! Get Your Hot Takes! 📰 Following the holiday week we had an amazing show with Influicity CEO Jon Davids talking about: 🗞 How to…
Liked by Kimberly A. Whitler
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The Sweet Spot in the Game of Life…
The Sweet Spot in the Game of Life…
Liked by Kimberly A. Whitler
Publications
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The Power Partnership: CMO and CIO
Harvard Business Review
See publicationHistorically, chief marketing officers and chief information officers have tended to see the world quite differently. Focused on generating demand, marketers place a high priority on speed and creativity and take risks to achieve aggressive goals. IT executives are often risk-averse, prizing stability, security, and accuracy. As marketing moves increasingly onto websites and mobile devices and into social media and e-mail, the two functions have come into conflict, in part because of shifts in…
Historically, chief marketing officers and chief information officers have tended to see the world quite differently. Focused on generating demand, marketers place a high priority on speed and creativity and take risks to achieve aggressive goals. IT executives are often risk-averse, prizing stability, security, and accuracy. As marketing moves increasingly onto websites and mobile devices and into social media and e-mail, the two functions have come into conflict, in part because of shifts in power and resources.
In our research, which includes in-depth interviews with successful CMO-CIO pairs, we’ve identified a useful technique for encouraging co-ownership: creating alignment through shared performance goals. This is not a common practice. In our surveys two-thirds of CMOs say their performance is measured against companywide financial results such as operating earnings or sales growth. We call those vertical alignment measures, since they match C-level executives’ performance targets with the CEO’s. In contrast, only 34% of CMOs (including most of those who are adept at collaborating with CIOs) are judged on metrics closely tied to the responsibilities they share with other C-suite colleagues, or using what we call horizontal alignment measures. This research identifies the alignment practices companies can use to create greater CMO-CIO results. -
Why CMOs Never Last
Harvard Business Review
See publicationThe lifespan of a CMO is the shortest in the C-suite. 57% of CMOs in our research have been in the jobs for three years or less. And 80% of CEOs are disappointed in their CMOs. In this research, we find that a great deal of CMO turnover stems from poor job design. Any company can make a bad hire, but when responsibilities, expectations, and performance measures are not aligned and realistic, it sets a CMO up to fail. In this article we’ll outline the four steps CEOs should take to end this…
The lifespan of a CMO is the shortest in the C-suite. 57% of CMOs in our research have been in the jobs for three years or less. And 80% of CEOs are disappointed in their CMOs. In this research, we find that a great deal of CMO turnover stems from poor job design. Any company can make a bad hire, but when responsibilities, expectations, and performance measures are not aligned and realistic, it sets a CMO up to fail. In this article we’ll outline the four steps CEOs should take to end this dysfunctional pattern. We’ll also describe how to match the right person to the CMO job and how CEOs, executive recruiters, and CMO candidates can all work together to maximize the odds of CMO success.
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New Study: Top Marketing Challenge is Creating and Sustaining Growth
A Smarter Planet (IBM Publication)
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The CEO/CMO Dilemma: So Much Data, So Little Impact
Kimberly Whitler, Forbes
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Power to the Principals! An Experimental look at Shareholder Say-on-Pay voting
Academy of Management Journal
Languages
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Czech
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Recommendations received
3 people have recommended Kimberly A.
Join now to viewMore activity by Kimberly A.
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Firm size matters when it comes to being a CMO. A CMO at a startup needs different skills and expertise than a CMO of PepsiCo. It was great fun to…
Firm size matters when it comes to being a CMO. A CMO at a startup needs different skills and expertise than a CMO of PepsiCo. It was great fun to…
Shared by Kimberly A. Whitler
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Excited to join the American Marketing Association Board, with an ambitious mission to "be the most relevant force and voice shaping marketing around…
Excited to join the American Marketing Association Board, with an ambitious mission to "be the most relevant force and voice shaping marketing around…
Shared by Kimberly A. Whitler
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Join Dean Scott Beardsley (and Lawnie!) as he unveils the inspiring journey behind the creation of the Tahija Arboretum & LaCross Botanical Gardens…
Join Dean Scott Beardsley (and Lawnie!) as he unveils the inspiring journey behind the creation of the Tahija Arboretum & LaCross Botanical Gardens…
Liked by Kimberly A. Whitler
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So excited for University of Virginia Darden School of Business alumna Kelsie Chaudoin who has been appointed the University of Southern California…
So excited for University of Virginia Darden School of Business alumna Kelsie Chaudoin who has been appointed the University of Southern California…
Shared by Kimberly A. Whitler
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Interesting article from Tractor Supply taking steps to reduce their business and brand risk (see below) after a brouhaha. What would have been…
Interesting article from Tractor Supply taking steps to reduce their business and brand risk (see below) after a brouhaha. What would have been…
Shared by Kimberly A. Whitler
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At age 61, Dean Scott C. Beardsley made history this month by becoming what is believed to be the oldest University of Oxford student athlete ever…
At age 61, Dean Scott C. Beardsley made history this month by becoming what is believed to be the oldest University of Oxford student athlete ever…
Liked by Kimberly A. Whitler
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🌟📢 Exciting News! The latest cohort of our INSEAD MSEI – Zuora SUBSCRIBED INSTITUTE Subscription Business Bootcamp was a resounding success…
🌟📢 Exciting News! The latest cohort of our INSEAD MSEI – Zuora SUBSCRIBED INSTITUTE Subscription Business Bootcamp was a resounding success…
Liked by Kimberly A. Whitler
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I am honored to be named as a Forbes World’s Most Influential CMO this week! Thank you Forbes and Seth Matlins for this incredible recognition. I…
I am honored to be named as a Forbes World’s Most Influential CMO this week! Thank you Forbes and Seth Matlins for this incredible recognition. I…
Liked by Kimberly A. Whitler
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College administrators have the chance this summer to prepare for what will be a hotly-contested presidential election and the anniversary of the…
College administrators have the chance this summer to prepare for what will be a hotly-contested presidential election and the anniversary of the…
Liked by Kimberly A. Whitler
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I'm thrilled to share that I recently graduated with my MBA from the University of Virginia Darden School of Business! The past two years at Darden…
I'm thrilled to share that I recently graduated with my MBA from the University of Virginia Darden School of Business! The past two years at Darden…
Liked by Kimberly A. Whitler
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