There were two major themes that kept coming up in questions to Jay last week that are tied together: alignment, and goals.
Alignment with the CEO or CFO
Jay suggested that CMO's meet with their CEO or CFO twice a month specifically to show her or him a more detailed view of what they are working on and how they are tracking towards their goals via campaigns; all supporting the overall company goals and vision.
For newly hired CMO’s trying to right the ship, Jay noted the importance of mutually agreeing with the CEO/CFO on the 3-5 year vision of the company and building goals and campaigns based on that vision. This allows all parties to stay laser-focused on the overall long term goal, and not waver from the plan in the short term.
One side note about Marketing budget being cut and the importance of goals:
"Cmo's budget will be the first budget to be cut if they can't articulate the impact of that cut on the overall business."
Alignment with Sales
Because Sales departments and people are hyper-focused on always hitting their short-term goals, they are more reactive than marketers which puts pressure on the vision and the plan. Questions continued to come up about alignment with sales and marketing, in situations where personalities and philosophies might not be aligned.
An important answer from the panel was essentially to look yourself in the mirror. If there isn’t alignment on what you are trying to accomplish FOR SALES, then there’s a good chance you are not communicating the strategic value of what you are trying to deliver to them, well enough.
This comes back to your goals. If you can articulate what your goals mean for the entire business (including sales) and how you are tracking towards those goals, you will have a much better chance of getting everyone on the same page and buying into the long term plan.