CMO Foundations: Creating a Marketing Culture

Introduction

• Welcome

1. Marketing Culture Framework

• Define the marketing culture
• Identify how to shift the culture
• Gather insights and ideation
• Understand culture change management
• Create a people-first framework

2. Building Your Marketing Culture Foundation

• Understand purpose, vision, and goals
• Pinpoint the marketing culture roles
• Apply a nurturing process
• Train a people-first marketing culture

3. Igniting Your Marketing Culture

• Build marketing champions trust
• Use recognition and rewards
• Uncover culture key opinion leaders
• Communicate through marketing culture

4. Evaluating Your Marketing Culture "Roots"

• Measure marketing culture values
• Pay attention to the feedback loop
• Evaluate communication results
• Involve HR in your marketing culture

Conclusion

• Next steps