Global CMO [Print Replica] Kindle Edition

This book allows me to understand what are the top marketing companies and most influential CMO’s in the industry are thinking. I use this book to help me develop my own thinking in the area and how I can apply it to my business. This is also a great learning tool for my team as I use it to teach them how to think bigger and further down the line. Also sent the book to my global HQ as it provides perspective on how different Asia can be and how global companies must refrain from force fitting US centric strategies into other markets outside of USA. Good read!

I just finished Global CMO and I rarely publicly review books but this one warrants it. I have read many marketing/strategy books in my career and most are a different version of me too or a new variation of old thinking... This book is very current and transformational if you are trying to figure out how to do things different in marketing. I would include sales in this as well as Marketing. In the near future sales needs to be tied much closer to marketing in order for organizations to deliver the metrics and results investors expect . Here are a few highlights I found in the book-1.) I did not expect the amount of CMO's who participated to be so forth coming as well as coming from such strong brands. They came from global brands including Coca-Cola, Samsung, Colgate, GE, Hyatt, Citi and several more. The interviews reveal excellent insights into how these global brands are approaching digital transformation across really diverse markets. There are lessons to be learned that can apply across business sectors and geography.2.) The case studies were interesting and useful. Not all of them applied to what we do but i found value in understanding how other large organizations think about this subject.3.) It was interesting to see the way that these CMOs are approaching external partnerships; there seem to be common threads running across really different industries. Agencies are still seen as key player's in most brand's strategies, but they are having just as much trouble keeping up with the pace of change that the marketers are. What’s really valuable is to see that even though they are the leaders of giant global marketing organizations, these CMOs still have to face several challenges and struggles.4.) There was a great line from Pizza Hut's Chief Brand Officer about learning to cut down trees by cutting down trees, meaning that sometimes you just have to get out there and do something to know if it will work.The way Greg and Shufen synthesize the vast amount of information into 10 chapters that cover nearly all the facets of today’s global marketing teams was impressive.Lastly, the wrap up in the final chapter about the eight ways to “Future-proof” a CMO's job is great advice for any marketer looking to make sure that their transformation strategy is heading in the right direction.I would recommend this book to those who are looking to peer into the CMO's world and understand where marketing is truly going.

I've always found R3's frequent articles/reports on the state of the marketing/media industry immensely compelling and informative, so I was eager to dive into Greg Paull and Shufen Guo's most recent publication . There are countless books/articles currently available that address the many issues (and opportunities) facing the marketing world, yet few are able to be as insightful and detailed as Global CMO.Rather than simply use the industry's current state of uncertainty to drive a particular agenda, Paull and Guo instead rely on insights provided by some of the industry's most prominent leaders, the authors' own well-established institutional knowledge, and thoroughly researched data points to support their conclusions. The result is a fully formed and highly informative thought piece that serves as a necessary tool for anyone looking to better inform him/her-self of today's incredibly unpredictable marketing landscape.

Really great marketing insights from some of the best brands out there. I was particularly interested in the two hospitality brands, The Four Seasons and Hyatt, and finding out what the latest trends are in the tourism and hospitality marketing industry. These two brands are really at the cutting edge of digital, integrating technology into their advertising while still maintaining a general human connection. Regardless of what industry you're in, everyone can learn something from this book.Margaret Singleton

It is evident that Greg and Shufen really put a lot of effort into the making of this book. They took 18 CMOs from totally different industries and created a coherent roadmap to modernizing the marketing function from their insights. The case studies were really helpful to see what each brand is doing in the digital space, my favorite was how Burger King leveraged smart home technology to promote the Whopper.Really a must-read for anyone in marketing. Great book!

The chapter about Asia offered me actionable insights into a very complex region. It was interesting to read comments from featured CMOs and how they were executing their global strategies in a geography with totally different digital ecosystems and consumer behaviour patterns. I can relate with the advice on local research and testing.