Buzzwords and phrases are all well and good, but they can be hard to apply wholesale in an organization as multifaceted as KPMG.
Once considered among the Big Four accounting firms, KPMG is now better described as a diversified management consulting services organization. It employs more than 162,000 in multiple countries around the world.
"We exist within a global economy that's in near-constant disruption," said CMO Brian Miske, who has overseen marketing at KPGB since 2012, but has been with the firm since 2004. "The agile methodology ... some of those elements make sense, but when you look at change or any type of change management initiative you have to evolve over a certain period of time. Brute force does not work anymore."
Miske also pokes holes into the notion of moving at the speed of the customer. For a company to be successful, he said, it needs to move faster.
Additional highlights from this week's episode of CMO Radio include:
- The 30-3-30 rule for communication (6:14)
- Matching content to conversation (14:27)
- Moving toward an editorial mindset (19:00)
- Why marketing the discipline of marketing is so important (22:40)
Previous CMO Radio shows:
- This CMO Is Also A 'Social Wizard'
- At Rambus, 'Marketing Is More Than Just A Downstream Push'
- Siegel+Gale’s Global CMO On The Complexities Of Simplicity
- At Texas Instruments, Marketing Adds Up To 360
- At BitTorrent, Reputation Management Matters
- Boston Bruins’ Compton Talks Top-Shelf Marketing Goals
- Mary Kay's Adkins-Green Talks Makeup And Marketing