Advice from the Executive Trenches — 3 Mistakes I Made as a CMO
As I recently reflected on areas of personal growth in my role as Chief Marketing Officer, I discovered several foundational themes in my decision-making (and lack thereof) that could have positively impacted my work.
Though I wish there were only three mistakes in total, these three were indeed the underlying oversights that could have improved multiple aspects of my strategy and its execution.
1. Lack of Sufficient Testing
Neglecting testing is like breaking a cardinal rule of marketing. Whether it’s messaging, use of visuals, product positioning, or other elements, testing is something I let slip to the back burner for “when I had more time to focus on it.” Meanwhile, decisions about messaging and brand positioning were often made based on instinct. While gut feelings have their merits, relying solely on them without testing can lead to suboptimal outcomes.
In theory, testing is straightforward to execute, especially in this digital age. For instance, A/B testing is a simple tool to gain valuable data on audience behavior. For a refresher on tips for A/B testing, check this out.
2. Over-Reliance on DIY Solutions
Throughout my entrepreneurial career, I've often leaned on a do-it-yourself approach to solve client problems, which proved effective and efficient. However, as a CMO, I continued this approach instead of leveraging the talent within the organization or seeking external support when necessary.
It wasn’t a lack of trust in the team; they excelled in their roles. I just found myself stuck in a habit formed over two decades, coupled with a sense of pride. And while I may have found some effectiveness in this DIY model, it was lacking in efficiency.
As I said, of course, it boils down to pride, which maybe wasn’t always conscious in the moment (when is it?), but I can now see in retrospect. Had I served with more humility, the sometimes-helplful-most-times-unhelpful DIY approach wouldn’t have been as much of an issue. Embracing humility would have allowed me to recognize the limitations of this approach sooner.
3. Neglecting the Power of Walking
Walking is a superpower for gaining perspective and overcoming challenges. Changing environments, even briefly, can spark creativity and problem-solving abilities.
In my better moments, I recognized the need for a walk to process challenges effectively. However, there were times when I neglected this practice due to perceived time constraints, or simply not considering its benefits. To be honest, I was stumped on #3 for this blog post until — wait for it — I went for a walk.
The times I failed to go for walks came down to two hurdles: I knew it would help but “I didn’t have time” and, second, I didn’t even take the time to consider that a walk outside would help.
If you haven’t heard by now, walking has been shown through study after study to be one of the most productive tools in business. In fact, Stanford University conducted a study that showed the creative output of a person increased by 60% during a walk.
At this point, I have two routine walks per day (one in the morning and one when I come home from my office). Those are great and are for my own personal life, but what I refer to here are the 3-5 minute walks that are unplanned and useful to solve a problem in the middle of the day.
Try a short walk this week when you’re stumped by an issue or need a more creative solution to a challenge you’re facing. You might be surprised by what happens.
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Acknowledging these three core mistakes (and learning from them) has been instrumental in my growth as an advocate for my clients. Embracing testing, collaboration, and the power of walking has not only improved my effectiveness but also enriched my approach to marketing and brand strategy.
Jacob has served as a CMO in full-time, interim, and fractional instances for Catholic organizations throughout his career. He started 86 in 2013 to help organizations strengthen their brand strategy and elevate their missions. Learn more at 86creative.com.
