The Jeff Just Says No, Rebecca on the CMO and Corporate Strategy and Purpose vs Growth with Robert over a Cocktail Episode
07/02/22 • 64 min
This week Ian Truscott and regular guest, rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester, discuss the difficult skill of knowing when to say no as a marketer.
Ian's guest is Rebecca Biestman, the Chief Marketing Officer at Reputation. Rebecca has had a fabulous marketing career, holding B2B marketing leadership positions at Dialpad and RMS, prior to Reputation. Before moving to B2B tech, Rebecca specialized in B2C marketing for CPG and retail, working for Earth Essentials and Gap. This is her third time on the show, we explored Rebecca’s impressive career in Episode 93, discussed successful CSR programs in Episode 99 and this week we chat about the role of marketing and brand when defining the corporate strategy.
Finally, we retire to the Rockstar CMO virtual bar, where Robert Rose discusses an article from the Drum and discusses if we can do both growth marketing and do this with a purpose.
The people:
- Ian Truscott on LinkedIn and Twitter
- Rebecca Biestman on LinkedIn and Twitter
- Robert Rose on Twitter, LinkedIn, and The Content Advisory
Mentioned in this week’s episode:
- The Hidden Brain podcast
- Article by Robert - on the Content Marketing Institute website - Is Purpose-Led Marketing a Growth Killer?
- Article from The Drum - P&G’s Marc Pritchard: ‘the industry has gone too far with purpose marketing’
- Marc Pritchard's speech at Vivatech - Brands for Growth and Good
- Robert’s The Content Advisory Blog
- Robert’s latest project: Experience Advisory
Rockstar CMO:
- Rockstar CMO on the web, Twitter, and LinkedIn
- Previous episodes and all show notes: Rockstar CMO FM
- Rockstar CMO Advisors
Music:
- Piano Music is by Johnny Easton, shared under a creative commons license
- Stienski & Mass Media – We’ll be right back on YouTube
- Shout by Tears for Fears on Spotify
Learn more about your ad choices. Visit megaphone.fm/adchoices
This week Ian Truscott and regular guest, rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester, discuss the difficult skill of knowing when to say no as a marketer.
Ian's guest is Rebecca Biestman, the Chief Marketing Officer at Reputation. Rebecca has had a fabulous marketing career, holding B2B marketing leadership positions at Dialpad and RMS, prior to Reputation. Before moving to B2B tech, Rebecca specialized in B2C marketing for CPG and retail, working for Earth Essentials and Gap. This is her third time on the show, we explored Rebecca’s impressive career in Episode 93, discussed successful CSR programs in Episode 99 and this week we chat about the role of marketing and brand when defining the corporate strategy.
Finally, we retire to the Rockstar CMO virtual bar, where Robert Rose discusses an article from the Drum and discusses if we can do both growth marketing and do this with a purpose.
The people:
- Ian Truscott on LinkedIn and Twitter
- Rebecca Biestman on LinkedIn and Twitter
- Robert Rose on Twitter, LinkedIn, and The Content Advisory
Mentioned in this week’s episode:
- The Hidden Brain podcast
- Article by Robert - on the Content Marketing Institute website - Is Purpose-Led Marketing a Growth Killer?
- Article from The Drum - P&G’s Marc Pritchard: ‘the industry has gone too far with purpose marketing’
- Marc Pritchard's speech at Vivatech - Brands for Growth and Good
- Robert’s The Content Advisory Blog
- Robert’s latest project: Experience Advisory
Rockstar CMO:
- Rockstar CMO on the web, Twitter, and LinkedIn
- Previous episodes and all show notes: Rockstar CMO FM
- Rockstar CMO Advisors
Music:
- Piano Music is by Johnny Easton, shared under a creative commons license
- Stienski & Mass Media – We’ll be right back on YouTube
- Shout by Tears for Fears on Spotify
Learn more about your ad choices. Visit megaphone.fm/adchoices
Previous Episode
The Content Sausage Factory, Christopher Willis Returns and is that a Fish in Robert's Cocktail Episode
This week Ian Truscott and regular guest, rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester, take their monthly trip to the Rockstar CMO Swimming Pool, our portal to hell for all the BS, snake oil, and over-hyped trends that plague this industry we love. In this episode, they review a couple of nominations from Cathy McKnight and Harry Morton and discuss measuring the amount of content we put in the commoditized content sausage factory.
This week's guest is Christopher P. Willis, Acrolinx's Chief Marketing Officer, who was last on the show in episode 85. Chris has over 20 years of experience growing companies in the technology sector and held leadership roles in marketing, creative, technical, and business development at companies including Perfecto, Pyxis Mobile, KPMG-CT, ModelGolf, and Cambridge Technology Group. Chris is a recognized thought leader in AI, DEI, and Content Governance. He is active within industry groups dedicated to the growth and health of Marketing Technology and the verticals he serves. Ian and Chris discuss his sales velocity metric, the role of the Chief Pipeline Officer, and the relationship between the CMO and CRO.
Finally, we retire to the Rockstar CMO virtual bar, where Robert Rose tells a story about fish over a cocktail.
The people:
- Ian Truscott on LinkedIn and Twitter
- Chris P. Willis on LinkedIn and Twitter
- Robert Rose on Twitter, LinkedIn, and The Content Advisory
Mentioned in this week's episode:
- Previous interviews with Cathy McKnight (Episode 106) and Harry Morton (Episode 116)
- Last interview with Chris Willis
- Chris chatting with Drew Neisser on Renegade Marketers Unite
- Acrolinx
- Robert talks about the fish in water story in the CMI Newsletter
- Robert's The Content Advisory Blog
- Robert's latest project: Experience Advisory
Rockstar CMO:
- Rockstar CMO on the web, Twitter, and LinkedIn
- Previous episodes and all show notes: Rockstar CMO FM
- Rockstar CMO Advisors
Music:
- Piano Music is by Johnny Easton, shared under a creative commons license
- Stienski & Mass Media – We'll be right back on YouTube
- Too Much by the Dave Matthews Band on Spotify
Learn more about your ad choices. Visit megaphone.fm/adchoices
Next Episode
The Cathy has 7 Things, James Scherer on Content and Robert Knows What He Doesn't Know over a Cocktail Episode
This week as his regular guest is away, Ian Truscott is joined by Cathy McKnight, VP of Strategy and Consulting and Chief Solver of Problems with The Content Advisory and they discuss the seven things to consider in building a bedrock for long-term digital success, based on a presentation Cathy gave at the recent Content Tech event.
Ian’s guest is James Scherer, VP of Growth at content marketing agency Codeless. As you’ll hear he has been a writer, editor, and inbound marketer since 2013, and loves to see brands grow through content. They chat about his role as VP of Growth, content marketing and the pillar and post content strategy James implements with his clients.
Finally, we retire to the Rockstar CMO virtual bar, where Robert Rose, Chief Trouble Maker at The Content Advisory discusses knowing what you don't know over a cocktail in the virtual Rockstar CMO bar.
The people:
- Ian Truscott on LinkedIn and Twitter
- Cathy McKnight on LinkedIn and Twitter
- James Scherer on LinkedIn and Twitter
- Robert Rose on Twitter, LinkedIn, and The Content Advisory
Mentioned in this week’s episode:
- Content Tech
- Cathy's article Navigating the Content Iceberg
- Cathy's podcast: Unchartered Journeys
- The Johari Window Model on Wikipedia
- Robert’s The Content Advisory Blog
- Robert & Cathy's latest project: Experience Advisory
Rockstar CMO:
- Rockstar CMO on the web, Twitter, and LinkedIn
- Previous episodes and all show notes: Rockstar CMO FM
- Rockstar CMO Advisors
Music:
- Piano Music is by Johnny Easton, shared under a creative commons license
- Stienski & Mass Media – We’ll be right back on YouTube
- Lessons in Love by Level 42 on Spotify
Learn more about your ad choices. Visit megaphone.fm/adchoices
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