CMO 2014: A Return To The 3 Purposes Of Marketing

For CMOs, 2014 represents a return to marketing purpose and fundamentals. A charter to fulfill three strategic principles beyond just tactical content marketing.

Marty Koenig‘s insight:

Peter Drucker is one of my all time favorites. I’m not sure a product that perfectly communicates to ideal customers can compel people to buy to the point of being self evident. That seems a stretch to me. 

I do understand that product design that includes the customer early on will meet their needs better than one that’ just thrown out there and hopes to satisfy. However a vast majority of product managers and product designers don’t use design principles like that. Think Facebook and Apple. They are market leaders and their products do sell themselves, but not because company leadership and management goes out of their way to find out what their customers want. 

Quite the contrary. When they release new products or upgrades, they essentially ram it down your throat and their customers accept is as good. Or, if they don’t initially accept it as good, the features are generally not unuseful and they grow to like them or even love them, almost by brute force. Almost by manipulation. Cultural manipulation. Societal manipulation. 

Or is that the new definition of marketing and market leadership in the year 2014? 

What are your thoughts?

This post was enhanced by the insight and thought leadership of Marty Koenig. See more at

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