Must Marketing Always Start From Scratch - The Quest to End the Snowflake Problem | Jonathan Knowles

A CMO Confidential Interview with Jonathan Knowles, former CMO of Nupremis, Senior Strategist at Wolff Olins and Founder of Type 2 Consulting. Jonathan discusses ANA-sponsored research into why so many CMO's have to start from zero when defining their objectives and KPIs with the C-Suite. A categorization of over 500 marketing papers identified 6 approaches to marketing - Product, Brand, CLTV, ABM, Employee, and Performance - all with the objective of profitable growth. Key topics include: why industry context and financial structures matter; the difference between business and creative impacts; and Jonathan's belief that "Every time CFO's hear creativity they think of risk." Added bonus: a story about Polish debt restructuring.

Unlocking Marketing's True Value: Insights from Top CMOs

Welcome to another episode of CMO Confidential! Join 5-time CMO Mike Linton as he dives into the intricacies of marketing leadership with Jonathan Knowles, a seasoned CMO and Senior Strategist at Wolf Owens. Key topics include the "snowflake problem" in marketing, the development of a marketing toolbox for CFOs and CEOs, and the six primary models for structuring and evaluating marketing efforts.

Tune in to hear from Jonathan Knowles, founder of Type 2 Consulting, as he shares invaluable insights on aligning marketing strategies with finance and accounting. Discover why starting from scratch in a new marketing role often leads to inconsistency, and how the ANA project aims to provide marketers with a head start through a set of standardized evaluation tools.

This episode also covers the segmentation of the business world, clustering companies based on capital, employees, and innovation, and how to select the right marketing tools for different industry profiles. Hear practical advice on creating predictable, sustainable growth and the importance of creativity in maintaining brand relevance.

Don't miss out on these expert insights! Subscribe to the CMO Confidential Newsletter for exclusive content, and be sure to like, share, and subscribe to our podcast on Spotify, Apple, YouTube, and the I Hear Everything Network. Stay ahead in your marketing career with CMO Confidential!

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CHAPTERS:

0:00 - Intro

0:41 - What is the Snowflake Problem

0:00 - Layering the Marketing Toolbox on Business Segments

21:25 - Why Will This Effort Be Different

22:58 - What Should Marketers Be Doing That They Aren’t Doing Now

0:00 - Last question

27:10 - Funniest story

28:56 - Last piece of practical advice

29:50 - Outro

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