CMO to CRO Book Summary - CMO to CRO Book explained in key points
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CMO to CRO summary

Mike Geller, Rolly Keenan & Brandi Starr

The Revenue Takeover by the Next Generation Executive

18 mins
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    CMO to CRO
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    The problem

    In the fast-paced world of digital business, marketers find themselves grappling with a tangled web of challenges. Cross-platform inconsistencies, a lack of communication, and misplaced focus threaten to derail even the most well-intentioned strategies. The root cause? Organizational silos that create a fractured, inconsistent customer experience.

    Imagine a prospective customer engaging with a chatbot on your website for 20 minutes, only to have a salesperson call the next day without any context from that interaction. Or picture a new customer receiving conflicting messages from different departments, each with their own goals and metrics. These disjointed experiences are all too common – and they're costing companies dearly.

    At the heart of the problem lies a lack of transparency and collaboration between teams. Marketing, Sales, IT, and Customer Service each operate within their own silos, with separate budgets, technologies, and processes. Data remains isolated in disconnected systems, making it impossible to gain a holistic view of the customer journey.

    The result is a chaotic, inefficient organization where innovation stagnates and customer needs go unmet. Talented employees, frustrated by the lack of alignment and progress, jump ship for more agile competitors. Gradually, the business loses ground, bleeding customers and revenue until it reaches a point of no return.

    Left unchecked, silos can be a death sentence in today’s customer-centric landscape. As buyer expectations rise and competition intensifies, delivering a seamless, personalized experience across every touchpoint becomes non-negotiable. Marketers who fail to break down barriers and unite their teams risk falling behind – and taking the business down with them.

    But for marketers with the courage and vision to lead the charge, the opportunity is immense. By championing a more collaborative, customer-centric approach, they can position their company to thrive in the digital age, driving revenue and growth for years to come.

    Beware, though! Silos are notoriously stubborn and change is never easy. But with the right strategy, you can steer your organization toward a brighter future – one where every team is aligned around delivering exceptional experiences that win hearts, minds, and wallets.

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    What is CMO to CRO about?

    CMO to CRO (2021) presents a groundbreaking approach to transform the role of the Chief Marketing Officer into a powerful force for driving revenue growth and delivering exceptional customer experiences. It offers a roadmap to breaking down departmental silos, aligning customer-facing teams around a common goal, and harnessing the power of CX technology to gain a competitive edge in today’s ever-changing business landscape.

    CMO to CRO Review

    CMO to CRO (2021) explores the critical shift from marketing to revenue generation in business. Here's why this book is a valuable read:

    • It unravels the complexities of customer journey optimization, offering clear strategies for turning leads into loyal clients.
    • By presenting practical case studies and expert insights, it equips readers with actionable tactics for driving revenue growth.
    • The book's fascinating analysis of data-driven approaches makes it an engaging and essential resource for business professionals navigating the evolving landscape of revenue generation.

    Who should read CMO to CRO?

    • Chief marketing officers looking to expand their influence and drive revenue growth within their organizations
    • Aspiring marketing leaders seeking strategies to advance their careers 
    • Business owners and entrepreneurs seeking to optimize their marketing efforts

    About the Author

    Mike Geller has 15 years of consulting experience and is the CTO of marketing consultancy Tegrita. As a technologist, he provides valuable insights on harnessing the power of CX technology to gain a competitive edge and drive revenue growth.

    Brandi Starr is a seasoned digital marketing expert with two decades of experience and is the COO of Tegrita, spearheading the company's marketing initiatives. She wields her extensive knowledge and insights to help marketing leaders drive revenue growth and deliver exceptional customer experiences.

    Rolly Keenan, who holds an MBA in marketing from the prestigious Kellogg School of Management at Northwestern, is the CRO of Tegrita. His expertise in enterprise software, consulting, and marketing strategy makes him the perfect mentor for marketing leaders looking to elevate their positions and drive unstoppable momentum.

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    CMO to CRO FAQs 

    What is the main message of CMO to CRO?

    The main message of CMO to CRO is to transform marketing strategy into measurable revenue growth.

    How long does it take to read CMO to CRO?

    Reading CMO to CRO takes a few hours. The Blinkist summary can be read in 15 minutes.

    Is CMO to CRO a good book? Is it worth reading?

    CMO to CRO is worth reading for actionable insights on aligning marketing efforts with revenue goals.

    Who is the author of CMO to CRO?

    The authors of CMO to CRO are Mike Geller, Rolly Keenan, and Brandi Starr.

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