Harvard Business Review

OCTOBER 3, 2018

About 30 minutes prior to her weekly one-on-one with the CEO, the chief marketing officer at a multibillion global financial services firm received a cryptic email from him with the subject line “The Trouble with CMOs.” Finally, the CMO began insisting that marketing deliver greater financial accountability.

CFO 8

CFO CEO Agility Marketing 8

Harvard Business Review

NOVEMBER 25, 2013

Marketing is in the midst of an ROI revolution. The arrival of advanced analytics and plentiful data have allowed marketers to demonstrate return on investment with a degree of precision that’s never been possible before. To date, however, the reality of marketing analytics has fallen short of the promise.

CFO 8

CFO Short-term Long-term Benchmarking 8

Harvard Business Review

MARCH 4, 2011

Shouldn't every shopper have access to time-, loyalty- or location-based offers, whether in the store or walking in the park? Doing this right will allow the CFO to keep the store as an asset on the balance sheet, not a liability — a move shareholders would surely reward.

Retail 15

Retail Attrition CIO CFO 15

Harvard Business Review

MAY 17, 2017

Andrew Fastow, the former CFO, was sentenced to six years in prison. The company’s existing social contribution department, which focuses on marketing activities, should also be overhauled. My research work suggests that Samsung’s superior employee loyalty was key to surpassing Sony as a global electronics firm.

Reputation 8

Reputation Crisis Loyalty Banking 8

Harvard Business Review

NOVEMBER 9, 2012

But today, acquiring and interpreting customer data inherently must involve both the marketing and IT departments. In fact, recent research [PDF] conducted by the CMO Council, suggests that this process should start with the Chief Marketing Officer (CMO) and the Chief Information Officer (CIO). Understand the Customer Holistically.

CIO 8

CIO Chief Information Officer Norton Technology 8

Harvard Business Review

FEBRUARY 18, 2011

In today's economy, where the fast growth of emerging markets outpaces America and the developed world, if you haven't gone global yet, it's time to get moving. Local managers usually came, but so did others — perhaps also a crane operator who had just achieved his five-year loyalty award. We tried to be as inclusive as possible.

P&L 15

P&L Globalization CFO Operations 15

Harvard Business Review

SEPTEMBER 22, 2011

TIAA-CREF, the big financial services company, includes customer loyalty score improvement in senior executive compensation. Your CFO and finance team can take a leadership role here. On the macro level, you can estimate the value of achieving customer loyalty leadership in terms of market share gains or revenue growth.

Incentives 10

Incentives Sample Customer Loyalty Metrics 10

Harvard Business Review

FEBRUARY 20, 2013

This striking gap signals an opportunity for companies: Secure a competitive advantage by building your employees' ability to succeed in the increasingly complicated labyrinths of today's — and tomorrow's — markets. At Allianz, the program was initiated and supported by the company CFO.

Entrepreneur 8

Entrepreneur Company Six Sigma Franchising 8

Harvard Business Review

JANUARY 28, 2015

”) Delivering a consistent experience on the most common customer journeys is an important predictor of overall customer experience and loyalty. Rather than measuring marketing KPIs or operations KPIs, focus instead on the more customer-oriented journey KPIs, such as lifetime margin.

COO 8

COO Planning Metrics Call Center 8

Harvard Business Review

JULY 14, 2017

A platform connects providers and users in a multisided market. A platform can be a business platform (a multisided market), a software platform (a cloud-based subscription service), or an engagement platform, (a user-generated community). To achieve loyalty, most companies focus on managing their customer relationships.

Intellectual Capital 8

Intellectual Capital Strategy Supply Chain Business Model 8

Harvard Business Review

JANUARY 14, 2015

Think about it: if I’m your boss and, in addition to helping you develop professionally, I also actively support you in adopting a child, or becoming fit, or taking a service trip with your daughter to Africa, I have profoundly changed the nature of our relationship and your advocacy for and loyalty to our team and organization.

CIO 8

CIO CFO Crisis Execution 8

Harvard Business Review

SEPTEMBER 21, 2015

Lotta Tindal, the chief marketing officer for the Dutch hospitality group Ervaring Hotels & Resorts, hadn’t wanted to come to the presentation, but Gerard Bakker, Ervaring’s CFO, had twisted her arm. But Lotta wasn’t yet ready to gamble a significant portion of her marketing budget on it. Dan continued.

Case Study 8

Case Study Travel Hotels NPV 8

Harvard Business Review

AUGUST 31, 2015

A seasoned CFO with a sharp mind and an abrasive style, Arthur had lost his job over a disagreement with his company’s new CEO. ” As a result, commitment to work is no longer the consequence of organizational loyalty. Every time the conversation turns to overwork, which is often these days, I think of Arthur (a pseudonym).

Long-term 8

Long-term Loyalty Uncertainty Banking 8

Harvard Business Review

MAY 8, 2013

Tony, the chief marketing officer, had suggested taking a drive so that they could talk about the integration of Beacon''s latest acquisition, VillageCar. I know I''m an ops guy and you''re the marketing guru, but I don''t buy it," Henry said. It gave us access to a new market. Their loyalty is fanatical. A Third Opinion.

Case Study 8

Case Study Brand How To Beyer 8