Page 8 - Engage -- no.11 -- Winter 2018
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Winter 2018
COVER STORY
The Value of
Peer Groups for Marketers
the “fail fast” start-up mantra, which found its way into the marketing lexicon over the last couple decades, is a hotly debated
business philosophy. The idea is that the quicker you fail—and learn from it—the quicker you can set out on the right path. If you have a boss and others to answer to, however, the ideal path would be to avoid failing altogether by learning from the successes and failures of others.
The opportunity to learn from others is one of the reasons Peter Krainik started The CMO Club 10 years ago, creating a place for senior marketing executives to find the sounding boards they didn’t seem to have. The club is comprised of client-side brand CMOs who share interests, experiences, passions, and a desire to help their peers solve problems. Krainik, who worked for Mars, Inc. for 15 years, later as CMO at DoubleClick, and then as head of global marketing at Avaya, says the idea came to him after attending three consecutive unproductive and uninspiring CMO events. He realized people in his position needed a real “club.”
By Tim Sweeney
Connecting to your marketing peers in a coordinated manner might produce solutions to problems that your organization is struggling to address alone.
