The Digital CMO/ Strategic Planning

Highlights From The CMO Collective


by Anoop Sahgal
Partner Marketing
Adobe Systems

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I just got through attending the CMO Collective in Chicago, and although I missed a couple of sessions, there was quite a bit to take in. Overall, it was a great event with Fortune 500 CMOs (including a presentation on The Power of the Digital Self by Adobe’s own John Mellor). This week’s blog is a shortened bulleted list of some items, key CMO quotes, and stats I found of interest.

Key takeaways:

  • CMOs leveraging data and technology to drive their respective businesses were the centerpiece themes.
  • Integration really matters and don’t tease out digital on its own to measure. Look across the marketing mix model and the impact on all of your marketing initiatives.
  • Data strategy must live with the CMO and be part of the job description.
  • Aligning product with marketing is tough at the best of times, but marketing driving product innovation and differentiation amid a merger is almost insanity.

Memorable quotes:

  • “The Digital Self signals that digitally define who we are as individuals and brands.”
  • “PRSD–Post Recession Distress Disorder.” (This was mentioned in a discussion around renewed fiscal responsibility, specifically the female demographic.)
  • “Embrace Digital Fitness or go the way of the dinosaur.”
  • “This is the world of the real-time CMO.”
  • “We don’t use as much data as you like.”
  • “The CIO is my BFF.”


  • 91% of women say “marketers just don’t get me.”
  • Women now make or influence up to 85% of all purchases.
  • 22 months is the average tenure of a CMO
  • Only 13% of complaints on Twitter receive any response at all.

What’s your take?

About Anoop Sahgal

Anoop Sahgal leads global marketing programs for Adobe's key agency and system integrator alliances. Sahgal has global experience in leadership roles that span marketing, product management, and business development in high technology, and has spent time time working in both the SI and agency worlds. Follow Sahgal on Twitter: @anoop_sahgal.