.png?width=1500&height=398&name=CO_Corporate%20Logo%202021_4C_HOR_FNL-1%20(1).png)
Grant Johnson
Recent Posts
From Concept to Execution: A Step-by-Step CEO Playbook for Go-to-Market Success, Part One
Every CEO knows this nightmare scenario: Your team spent months crafting the "perfect" go-to-market strategy, only to watch it crumble during execution. Resources hemorrhage, timelines slip, and while you're still troubleshooting internal alignment issues, competitors are capturing the market opportunity you identified first.
A CEO’s Guide to Marketing Performance | Measuring Performance (and Underperformance)
Thu, Feb 6, 2025 — Part 3 of A CEO's Guide to Marketing Performance In the marketing world, performance is the difference maker - not experience, expertise, effort, or endurance, just results. This article is about how to address underperformance in the three major measurement components (Market Presence, Brand Strength, and Pipeline Health), and six key performance indicators (reach, share, engagement, loyalty, pipeline, and progression).
A CEO’s Guide to Marketing Performance | Metrics Matter
Thu, Jan 9, 2025 — Part 2 of A CEO's Guide to Marketing Performance Metrics matter now more than ever. As a six-time CMO over a 16-year career, I’ve tracked dozens (actually hundreds) of metrics and found that many measures are ultimately meaningless or only matter to marketers.
A CEO’s Guide to Marketing Performance
Thu, Dec 12, 2024 — B2B marketing is broken. The root of the issue lies in a need for more understanding of the complex nature of marketing. Marketing involves navigating a multi-dimensional equation to guide prospects from unawareness to consideration and purchase, a complex, non-linear journey with varying durations. Yet, stakeholders often seek results based on simplified, discrete metrics like “Just get me a 5x pipeline!”
Mastering Marketing Performance to Drive Growth, Brand Strength, and Results
Fri, Dec 6, 2024 — Here are several strategies and tactics CEOs can leverage to: Recapture Growth Improve Performance Build Brand Strength Get Better Results in 2025
Top 10 Ways CEOs Can Improve Sales & Marketing Alignment
Mon, Nov 25, 2024 — Close Collaboration Ensures Go-to-Market Success A survey conducted by Chief Outsiders among mid-market companies found that nearly one-third of C-suite executives noted a misalignment between their Sales and Marketing teams. Further, only one-third of that group reported that their Sales and Marketing teams were working toward a common set of goals.