More from Kathleen Schaub
Finding the Goldilocks Zone of Marketing Measurement
Article - Discovering the right marketing metrics is like finding the perfect bowl of porridge. Too many metrics overwhelm and too few lack insight.
How to Build a Customer Value Squad and Why
Article - A small, cross-functional team copes best with volatile, uncertain, complex, and ambiguous environments — in the operating room or in marketing. William Terdoslavich writes for Martech.org about our discussion on Customer Value Squads.
CMS Wire Contributor of the Year 2022
Interview - CMSWire Managing Editor, Dom Nicastro interviews me about my work on marketing management innovations and the trends I see emerging.
Marketing Budget Cuts: What’s Important and What’s Urgent
Article - In lean times, determining what not to fund is important. But what is important? And what's urgent?
How to Stop Pursuing Sales and Marketing Alignment (and Move to Customer Value Squads Instead)
Video Interview - In this 15-minute interview, I talk with Scott Vaughan of Acceleration Economy about why trying to align sales and marketing is inadequate for today’s complex digital era. We discuss how modern organizations are starting to truly integrate frontline teams and what the benefits of this methods are.
Why the Quest for Predictable Marketing ROI is Doomed – And What to Do About It
Video Conference Keynote - Despite advances in technology, pinning down return-on-investment (ROI) for the marketing budget remains frustratingly remote. Executives would be happier if spending marketing dollars reliably delivered a pipeline lift, but marketing’s nature works more like weather and stock markets than machines. While marketers understand the importance of financial valuation, work arounds such as attribution impart insights but fail to truly predict financial results. Martech Conference 2022 Keynote
Marketing Career Lens: Lessons I’ve Learned about Relevance
Article - Do we even really hear what others are saying? Here are some lessons learned about relevance after years in marketing.
Customer-centric Missions Keep Frontlines Prepared for the Unexpected
Article - When your entire organization has a siloed view of customer experience, the mission is lost, and customers pay the price. Scripts, processes, technology, and playbooks contribute valuable direction to frontline employees, but not every customer situation can be preconceived. When the unexpected pops up, the team’s mission will make it easier to do the right thing.
Ending the Marketing Centralization vs Decentralization Tug of War
Article - Marketing is complex. But organizations don't have to choose between decentralized and centralized marketing. There's a better way.
Marketing and CX in a VUCA World
Podcast with Transcript - Consumers have high expectations, and brands go to great lengths to meet – and surpass – these expectations. But that task becomes more and more challenging as we continue to market in a VUCA environment – one that’s volatile, uncertain, complex, and ambiguous. Kathleen Schaub, writer, advisor and CMSwire Contributor, has some advice for leaders looking to navigate these rough waters and deliver exceptional CX. She caught up with CX Decoded's Dom Nicastro and Michelle Hawley to discuss navigating customer experience and marketing through constant change.
If You Want to Succeed with Artificial Intelligence in Marketing - Invest in People
Article - Almost every list of martech trends forecast how artificial intelligence (AI) will transform marketing. While AI offers benefits, optimizing automation is only half the job. Marketing won’t deliver on AI’s promise unless the human side of the equation is given equal attention. Because business value increasingly depends on human factors including agility, innovation, and relationships, those companies that best cultivate human potential will be the most successful.
Marketing Is Not a Vending Machine: Rethinking ROI for the Complex Digital Era
White Paper - Businesses long for marketing that works like a vending machine. Put your money in, and out pops your desired outcome, guaranteed. But marketing behaves more like stock markets or weather than predictable machines. This paper explores the why behind marketing’s capriciousness and offers a new way of thinking and managing – a “Complexity-wise” playbook, based on my experience as a CMO, my work with hundreds of marketing leaders why running IDC’s CMO Advisory practice, my research in the relevant sciences, and the practices of pioneering leaders in marketing and other turbulent environments. By working with marketing’s complexity instead of ignoring it, companies will realize more value.
Account-based Marketing and VUCA (Volatile, Uncertainty, Complexity, Ambiguity)
Video (YouTube) - Kathleen is interviewed about why account-based marketing (ABM) is a useful strategy in the complex digital era. Interview starts about 5 minutes into the video.
June 2021- ABM Friday Video Series with Jon Russo and Megan Heuer.
Shifting Paradigms: The Future of Marketing Planning
Contributed Blog Article - Kathleen discusses how marketing trends emerge and about two big trends in marketing planning.
August 2020 - Allocadia Executive Corner
7 Practices for Planning During Uncertain Times
Video Interview - Kathleen shares insights gained from working with leading tech CMOs with Sridhar Ramanathan
June 2020 - Aventi Group
Executive Insights: Interview with Kathleen Schaub on Marketing Transformation
Article: Kathleen reflects on changes in marketing during her 30+ year career and talks about why the digital transformation is just beginning
June 2020 - Courtesy of Fred Isbell and Marketing Insider Group
Marketing Through Uncertainty: Responses for the Corona Virus
White Paper - A look what happened to tech marketing during the 2008 downturn and guidance for the unusual context in 2020.
April 2020 - IDC.com IDC Subscription Required
Marketing’s Role is Expanding: IDC’s Tech Marketing 2019 Benchmark
Blog - Executive summary of findings from IDC CMO Advisory Service’s annual survey of tech marketing investment
January 2020 - IDC Blog
Four Ways AI Will Transform Marketing
Blog - Marketing roles will be among the first to be affected by artificial intelligence. While some roles will be reduced, many others will be transformed and newly discovered.
October 2019 - IDC Blog
Guided Decentralization: Safely Scaling Customer-facing Empowerment
Keynote - Groups operating in turbulent environments -- surgeons, military teams, pilots, and software developers -- achieve optimal results with adaptive methods. Five factors for success.
April 2019 - MarTech West Conference (agenda)
Customer Experience is a Team Sport
Blog - Customer experience (CX) isn't just the CMO's responsibility anymore; learn how enterprises are building customer-centric teams throughout the organization.
April 2019 - IDC Blog
Network of Teams: The Future Agile Marketing Organization
Blog - Leading companies are breaking down silos and creating customer-centric marketing by using a "network of teams" approach. Learn more about these tiger teams.
July 2018 - IDC Blog
Fireside Chat with CMOs on the Future of Events
Video of Onstage Interview - Kathleen discusses the future of events with two leading tech CMOs
Spring 2018 - EMS Conference (courtesy of Opus Agency and Volley Media)