CMO Foundations: Creating a Marketing Culture

Course details

Effective chief marketing officers (CMOs) help to cultivate a marketing culture where team members are inspired, engaged, and motivated to participate in company programs. In this course, Deirdre Breakenridge lays out how CMOs can create a vibrant culture of marketing at their organizations. Deirdre explains how to audit your existing culture and create goals, a vision, and a mission to align all groups. She also shares how to identify leaders that can champion your new marketing culture, as well as how to measure the progress of your marketing culture shift.

Learning objectives
Define the marketing culture.
Identify how to shift the culture.
Explain the tenets of culture change management.
Define purpose, vision, and goals.
Train a people-first marketing culture.
Utilize recognition and rewards.
Measure marketing culture values.

Concepts

0. Introduction

01 - Welcome

1. Marketing Culture Framework

02 - Define the marketing culture
03 - Identify how to shift the culture
04 - Gather insights and ideation
05 - Understand culture change management
06 - Create a people-first framework

2. Building Your Marketing Culture Foundation

07 - Understand purpose, vision, and goals
08 - Pinpoint the marketing culture roles
09 - Apply a nurturing process
10 - Train a people-first marketing culture

3. Igniting Your Marketing Culture

11 - Build marketing champions trust
12 - Use recognition and rewards
13 - Uncover culture key opinion leaders
14 - Communicate through marketing culture

4. Evaluating Your Marketing Culture Roots

15 - Measure marketing culture values
16 - Pay attention to the feedback loop
17 - Evaluate communication results
18 - Involve HR in your marketing culture

Conclusion

19 - Next steps