From the course: CMO Foundations: Creating a Marketing Culture

Unlock the full course today

Join today to access over 22,400 courses taught by industry experts or purchase this course individually.

Gather insights and ideation

Gather insights and ideation

From the course: CMO Foundations: Creating a Marketing Culture

Start my 1-month free trial

Gather insights and ideation

- When you wanna understand how to include your employees in your marketing culture, you can't just sit around the boardroom table with executives listening to their ideas. You have to go beyond leadership to uncover how your people feel. Involving your employees is the best way to learn why they behave in certain ways. Without knowing how people really feel, there's less of an urgency for leaders to change the current marketing culture situation. Consider John McMillan, CEO of TechOne, and his CMO, Brad Whitman, and how a sense of urgency was established. The CEO realized important news was shared by the company and no one in his organization really cared other than the marketing department. Brad began to pain a clear picture for his CEO about the employee survey findings and the lack of sharing excitement the numbers revealed. With the urgency established, Brad knew it was time to find out more. Why did employees not wanna share company news? And what drove their current marketing…

Contents