BSP 127: The Lean CMO by Dwight Holcomb

Author Dwight Holcomb wrote the book, The Lean CMO, with the
purpose of teaching CMOs how to capture the right audience that
will pursue your message because they see what you’re offering them
as it’s tailored to their specific needs. He states that this is
the “new model” of doing business as opposed to the “old” way where
CMOs put too much emphasis on metrics with no real return as a
result of their ad spend. He refers to that as “finding the ideal
customer profile.” Holcomb says that a common mistake marketers
make is the need they feel to be everything for every client, when
instead, they should hyperfocus on certain things they do right. He
adds that CEOs and other executive leaders don’t always have the
bandwidth to execute on all the items they need to do, but more
often than not, the ideas are there. There’s just no bandwidth to
implement them. He stresses that executives use a team of
functional specialists to perform a number of tasks – whether it’s
public relations, content writing, or social media, allowing them
to focus on high-level strategy. This is what he calls, “the lean
CMO blueprint.” Learn more about your ad choices. Visit
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