Posted: Nov 17, 2017
As a company started to unleash their Christmas campaigns, there was something troubling the CMO. Namely how could they compete if they couldn’t test and execute new marketing ideas? Two hours was what they thought it would take to determine a plan that would get ideas off the white board and into action. So why hadn’t it happened before? The CMO had breadth of ideas but not the depth of knowledge, and the team was in a similar position. So what did I do? I offered two hours of my time with them, and their senior team, to pick through the ideas, identifying the blind spots and establishing a plan – including a review of the skills, cash and resource it would take. Of course this required the use of my favourite tool, the whiteboard.