Why CMOs Never Last – and What We Can Do As Marketers

I couldn’t help but pick up the July-August 2017 issue of Harvard Business Review regarding the revolving door of the Chief Marketing Officer within the C-suite. Its premise is simple: 80 percent of CEOs are unhappy with their CMOs because their job descriptions/roles have been poorly designed.

I get it. I’ve seen so many marketing organizations operate as functional units within the business. They want to deliver financial value — and many executives wish they would, too. But they haven’t been given the tools and resources to succeed.

A new CMO comes in with an expensive ad campaign that misses the mark with the customer, the sales team can’t support it and operations doesn’t deliver. So Marketing never had a chance, and the turnover game continues. Marketing becomes campaigns in silos and eventually loses the respect and attention of the organization. The first downturn in the business and Marketing gets cuts.

From my perspective, it’s bigger than the job description. It’s about the survival of Marketing. There is hope.

We can educate our internal teams and executives on the value we can deliver:

  • Marketing must have P&L responsibility to truly connect all the functions of the organization.
  • We must commit to ongoing customer dialogue. Customer insights must be the winning voice for our go-to-market strategy. The customer should be driving our initiatives, whether it’s quantitative or qualitative (I’ve seen how this can be the secret sauce of many organizations, compared to companies making decisions without customer input).
  • Marketing can bring value even if the business has no differentiated value. There are hundreds of case studies (B2B and B2C) where marketing alone helps the company win. (A great read with these examples is Playing to Win: How Strategy Really Works by A.G. Lafley and Roger Martin).

Marketing will continue to be commoditized by some type of automation program and not earn a seat at the executive table. It takes a commitment — talent, financial investment and discipline to pay dividends. Maybe someday the CMOs can be driving the C-suite!

Link: https://hbr.org/2017/07/the-trouble-with-cmos

PRISM Recognized for Healthcare Marketing Campaigns

NEW ALBANY, OHIO–PRISM Marketing is proud to bring home three awards from the Healthcare Advertising Awards (HAA) for its work with OhioHealth Sleep Services.

Competing among nearly 4,000 entries, PRISM Marketing earned two bronze awards for its work to create a radio advertising series and total advertising without TV as well as a merit award for online ads. Celebrating the 34th year, HAA has a national panel of judges who review all entries based upon consumer appeal, creativity, graphic design, message effectiveness, quality and overall impact. Continue reading

Zach Zeltman Joins PRISM Marketing

NEW ALBANY, OHIO– Zach Zeltman has joined PRISM Marketing as a digital designer, bringing vast knowledge in the digital marketing industry.

Zeltman’s experience includes designing branding elements, social media graphics, brochures and other marketing materials. He has extensive abilities with crafting and developing websites and won the 2016 Gold Davey Award for SkySite Images website. Continue reading

20 Years and Counting at PRISM! Michelle Reminisces and Shares Her Gratitude

When President and Founder Michelle Adams launched PRISM Marketing in 1995, she knew her business was up against a market of long-established giants.

But bigger doesn’t always mean better. Adams thought a team of talented people with a different, creative approach to marketing and advertising could succeed. She was right. During the past 20 years, PRISM has grown tremendously to become one of central Ohio’s 25 top agencies. Continue reading

PRISM Marketing Earns National Recognition

Video celebrating Mother’s Day attracts millions of viewers

NEW ALBANY, OHIO–PRISM Marketing was recently honored as a national finalist for its video production celebrating “I’m pregnant!” announcements made by expectant moms around the country.

The video was selected by PR News as a national finalist in the Video category for its annual Digital PR Awards program. Finalists in all awards categories were honored on Oct. 10 in New York City.


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Prism Marketing Focused on Helping Companies Reach Goals

PRISM Marketing was recently profiled by The Metropreneur Columbus, an online source for news about Central Ohio’s entrepreneurial community.

Read how PRISM CEO Michelle Adams founded, steadily built and distinguished our full-service marketing and advertising agency by helping clients strategically reach their business goals. Today, PRISM holds a place on the Inc. 500|5000 List of the country’s fastest-growing private companies. Continue reading