Annually, Russell Reynolds Associates (RRA) analyzes CMO moves by compiling and reviewing all publicly disclosed marketing leadership appointments (see here). In 2017, the report suggests two potentially alarming trends in the CMO position. First, there were 376 publicly reported CMO appointments, up from 350 in 2016 and 281 in 2015. Second, in 2017, 74% of publicly reported CMO appointments were external hires, suggesting a crisis in succession planning.
I interviewed Andrea Gellert, CMO of OnDeck, one of the leading online small business lenders. Below, she shares insight on the key challenges marketers face in financial services and the importance of precision targeting. Kimberly Whitler: What are the biggest challenges facing marketers in the Financial Services Industry? Andrea Gellert: Marketing in the financial services industry has never been more exciting.
Negotiating a CMO job offer is quite challenging. Little has been written and so it is usually through word of mouth or trial and error that CMOs figure it out. To demystify the process, I consulted with an expert in the field, Richard Sanderson, leader of the Marketing Officers executive search practice at Russell Reynolds Associates. Below, he shares the common mistakes CMOs make when negotiating job offers and how not make them.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".