CMO panel discussion at AMA Houston @AMAhouston #ME2016 


Live note taking at the AMA Houston conference. Any errors or bad jokes are my own. Apologies for not indicating who said what.


Panel: PAUL GALVANI-VICE PRESIDENT OF MARKETING-RIVIANA FOODS, JOHN ARCIDIACONO-VP MARKETING & PR-MD ANDERSON, STEVE SIEVERT, EXECUTIVE VICE PRESIDENT OF MARKETING AND BRAND COMMUNICATIONS FOR PULSE, STEVEN LEEPER- FOUNDER & OWNER- MATCHSTICK 
TARYN BARANOWSKI, EXECUTIVE DIRECTOR OF MARKETING AND COMMUNICATIONS, YMCA OF GREATER HOUSTON, MARY KRISTEN VALENTINE-DIRECTOR OF MARKETING AND PUBLIC RELATIONS- DEPELCHIN CHILDREN’S CENTER, CHRISTIAN BROWN- ASSISTANT DIRECTOR OF MARKETING AND SALES-HOUSTON BALLET, GLENN TAYLOR- CERTIFIED EXECUTIVE COACH, CONSULTANT, AUTHOR AND SPEAKER

Session 1

  • The Seven Big Problems in marketing
  • Focus here is on talent and recruiting and retaining that talent
  • Focus on employees before focusing on customers
  • Where is the skills void – technology, marketing is so heavily influenced by tech, we need to be experienced with tech and have a varuety of expertise. Also research and analytics, customer lifetime value, how to use data, leverage data, attribution modeling, statistical modeling. Need to understand them no necessarily know them.
  • We need to spend a lot of time with IT professionals, go to where the expertise is [yeah go visit your research team, your data analyst, your statisticians, data scientists]
  • [i’m so tired of the millenial term. It’s not millenials. It’s new adults who have money for the first time and are ready to find a brand and become loyal to a brand]
  • How do you attract people to join your company
  • [seems the term has changed from employee to individual contributor]
  • Hiring people is a sales job, always have a list of people who you really like and when you have a job that suits them, go ask them. Have a folder of people you want to hire when the opportunity arises
  • The resume is a pet peeve. You ar selling and promoting your personal brand. 80% are just a list of things someone has done but that’s what they aren’t looking for. What results have you generated. What contributions have you made, how did that produce results for the company. What impact have you made on the organization. Tell how you helped the company advance.
  • If you don’t have much experience because you’re young [then consider all your unrelated jobs and volunteer work and what you contributed to them. NO ONE gets to their first job with no relevant experience. Hard work, perseverance, working under pressure, teamwork]
  • Looking for people who want a career not a job, need passionate people
  • You are NOT owed a new job title and salary increase every six months [or even every two years]
  • You can’t go wrong with an advanced degree. Where all things are equal, that person will win. But someone who’s done amazing things without that graduate degree will win. It’s important that the person can be effective from day one.

Session two

  • [set of nonprofit speakers]
  • Budget issues, limited resource and serious expectations, volunteers, a lot of neuron racy, real lives are on the line, hard to get people to buy into a long term cause
  • Biggest challenge is segmentation of audience, donors, members and every mix of those, young, old, active and not active, everyone needs a different message
  • Need to establish a culture of marketing when the employees are all social workers or medical workers, fighting for dollars doesn’t line up with how they feel
  • Why do one third of ballet audience not come back – what are they missing?
  • How do you create a culture of innovation with nonprofits that have limited resources
  • “Pilot”” is a common word, test something with very little money, tested a Facebook campaign for potential foster families, got a lot of inquiries as a result, a full blown campaign would not have been approved but now it is
  • You rarely know what caused anyone to make a purchase. A billboard? A Facebook post? You have to expect it’s not all measureable and just try anything out.
  • They are mostly digital at this point, important for the staff to be writers and they pay firms to do the rest, good content always gives you the presence, focus on the stories

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