Alan Hart, marketer and advisor to the world's best marketers and companies, leads intimate conversations with the world's most dynamic chief marketing officers (CMOs) and business leaders. Alan goes further than other marketing podcasts to learn CMO strategies, tips, and advice. Alan and his guests reveal what makes a great brand, marketing campaign, or turnaround. Learn from the personal experience and rich stories of these marketing and business leaders so you can unleash your full potential. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.
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episode 289: 289: The Five C’s of Marketing with Emburse’s Grant Johnson
Grant Johnson is the CMO at Emburse, a spend management company offering solutions that help organizations manage employee expenses, process invoices, and make payments.
In this episode, Alan and Grant discuss his journey to become CMO at Emburse and his philosophy of five Cs for a CMOs playbook—culture, coaching, campaigns, category, and courage.
Grant says that “the only constant in the market is change, and your ability to adapt to it is key to ongoing success.” Listen to the full interview to hear Grant's advice for emerging marketing leaders and how being clear, compelling, and consistent play a major role.
In this episode, you'll learn:
- Category isn't restricted to your product
- The courage of conviction
- Adapting to the change
Key Highlights:
- [01:22] Grant is a nationally ranked tennis player
- [03:00] Grant's career journey
- [05:34] Coming up with the five C's
- [07:34] Talking about culture
- [09:19] Where coaching is important
- [11:05] Coaching the coach vs. coaching the employee
- [12:15] How Grant thinks about campaigns
- [14:55] Thinking about category
- [18:12] Having the courage of conviction
- [19:56] Advice for first-time CMOs
- [23:53] An experience that defines Grant, makes him who he is today
- [25:10] Grant's advice to his younger self
- [26:48] What marketers should be learning more about
- [27:54] The brands and organizations Grant follows
- [29:06] The biggest threat and opportunity for marketers
Resources Mentioned:
- Grant Johnson
- Emburse
- “emburse it” campaign
- Crossing the Chasm, by Geoffrey A. Moore
- Escape Velocity, by Geoffrey A. Moore
- Dave Peterson
- Celonis
- Celonis raises $1B
- Play Bigger, book by Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney
- CMO Manifesto, book by John Ellet
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- Listen in Spotify (Link: http://spoti.fi/2mCUGnC )
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.