Bill Bernbach, legendary New York adman and major force behind advertising’s creative revolution in the 60s/70s, was known to carry around a note in his pocket that read, “They might be right.” Bernbach applied this mantra during meetings where clients may not have agreed with his pitch, recognizing that a true leader garners their influence through humility, openness to other opinions, and a keen ear poised to ...

Does your organization have a CPO? No, not a Chief Product Officer, but a Chief Partner Officer, the C-Level executive that utilizes the power of B2B partnership programs to accelerate growth and reach new markets. CMO Denise Broady of Appian has one, and in 2020, 70% of the brand’s net new logos came from partnerships—an impressive number and a powerful reason to consider crowding the C-Suite with a ...

The pursuit of the perfect marketing dashboard is a noble one, if not a tad bit quixotic. It’s noble because we marketers must demonstrate the value of marketing not just to ourselves, our CEOs, and the board, but also to the world at large (who otherwise doubt our worth). It’s quixotic in that no two businesses are the same and the purchasing process for many B2B ...