December 19, 2014
Visit "Spin Sucks" at http://www.spinsucks.com/

You’re Fired! How an Agency Survives a New CMO

April 15, 2013

It’s every agency’s worst nightmare.

You and your team are cranking along delivering solid results for a client when you hear rumors the CMO is about to step down.

A few months later, someone new is in charge and you find yourself in the midst of an agency review.

It’s a situation that rarely works well for the incumbent agency.

And with the average CMO tenure at only 18 months, it’s a situation agencies face often.

When I attended the 2013 Agency Growth Accelerator Summit earlier this year, a panel of CMOs and brand managers discussed how they select a new public relations or advertising agency.

Barbara Van Someren, CMO of Beltone, said she prefers to work with people she already knows and trusts.

It makes sense. CMOs have been brought in to accomplish something, and they need to do it fast. Someone on the client side remarked, “We can’t afford the standard warm-up period that comes with getting to know a new agency.”

How an Agency Survives a New CMO

It can be frustrating to lose hard-won business simply because a new person is in charge. We’ve been lucky to survive a high percentage of the transitions when a new marketing person enters the picture, but we’ve learned some difficult lessons from those experiences when we haven’t.

Do Great Work. You may have a great relationship with the client, but are you really delivering great work? Measurement in PR is difficult, but there are few times when it’s more important. And I’m not talking about coverage reports; you need to show how your PR efforts are affecting the company’s bottom line.

You should specifically have charts and graphs to show how your work has significantly increased web traffic, increased revenue by converting leads. You represent a risk to the new CMO. Show it’s riskier to get rid of you than it is to keep you on board.

Prepare for the Transition. The biggest mistake you can make is waiting for the new CMO to arrive to kick it into gear. By then, your fate is sealed. Are you confident in the results you are going to present? Then stay the course and be prepared to explain your strategy. Or were you retained more for a good relationship fit than for solid business results?

If it’s the latter, as soon as you hear rumors the current CMO is stepping down, you need to act fast to generate measureable results. Before you do that, you need to decide how badly you want to keep this client. Is it worth going over budget for a few months to prove your value? If it is, focus on being proactive, rather than reactive, in preparation for the new CMO’s arrival.

Be the Best Resource for the New Person. In today’s economy, most marketing departments are stretched thin, so the new person is looking for the best source of information. If that’s your team, then you might be lucky enough to retain your client. As the current PR agency, you have the advantage of understanding the brand, and having the history of current and past campaigns.

Translate those learnings quickly to the new chief marketing officer, so they can make decisions based on your expertise. If you’re only providing information that the client already has internally, then you’re easily replaceable. Deliver something different and indispensable.

Know When to Give Up. Most agency leaders (myself included) hate losing, so we pour resources into a client even when we know they are halfway out the door. If you know you’ve been doing great work and have measured it well, be cautious if the new CMO isn’t impressed. Some warning signs: You don’t have good access to the new person, or you hear little about future plans.

Another red flag is if he or she tells you they want to solicit new ideas from a few other agencies, but you have the advantage as the incumbent agency. Based on my experience, I recommend you politely decline. Your team’s time is too valuable to waste on a losing battle, and if your results haven’t sold them already, the CMO is probably going in a different direction.

Keep in Touch. When you do good work, I try to look at the loss of a client as the creation of two new leads. If the average CMO tenure is only 18 months, your client is going to be in the same process soon enough. I had a new CMO of an old client recently call to say, “My team and CEO say you did good work for us a few years back.”

We worked with one CMO, were fired by another, and then were rehired by the next one. It’s worth staying in touch. And that original CMO who left—we stayed in touch with him too, and worked with him at two of the three companies he’s worked for during the last six years. It doesn’t happen in every situation, but in a fast-moving world, keeping those old connections alive is valuable.

The new CMO challenge is one of the most grueling and nerve-wracking situations an agency faces. But if you put in the effort, deliver measurable results and become the best resource, you can overcome it.

What do you think? Is the new CMO debacle a losing battle for incumbent agencies?

Comments

2f3

Weber said the GDL have the interest of the web acknowledged to agree that no competing collective agreements within a professional group with EVG and GDL. "This plain-talking was important," says Weber emulator ps4

kkk

juicy couture outlet

chanel online shop

coach factory outlet

chanel handbags

oakley sunglasses cheap

ugg boots clearance

tory burch boots

tory burch outlet online

ugg outlet online store

louis vuitton outlet

soccer jerseys

tods sale

coach factory outlet

abercrombie store

burberry bags

uggs boots

cheap jerseys wholesale

timberland uk

ugg australia

oakley sunglasses

red bottom shoes

michael kors outlet online sale

mont blanc

coach outlet

canada goose jackets

canada goose

canada goose outlet stores

fitflop footwear

canada goose outlet

ralph lauren bedding

coco chanel

north face sale

ugg outlet

ugg boots uk

timberland outlet

white timberland boots

white timberland boots

ugg boots sale

uggs for women

louis vuitton handbags

canada goose jackets

jordan 4

michael kors handbags

ray ban eyeglasses

abercrombie fitch

tod's outlet store

kors outlet

tory burch outlet online

hollister co

burberry outlet

jordan 13 retro

belstaff outlet

canada goose outlet

timberland outlet

chi hair strighteners

louis vuitton bags

abercrombie

christian louboutin sale

burberry outlet online

jeremy scott adidas

ugg canada

oakley sunglasses wholesale

beats solo

insanity workout

canada goose outlet

burberry sale

ray ban wayfarer

tods outlet

tods sale

hollister kids

rayban sunglasses

louis vuitton

timberland outlet

versace outlet

discount oakley sunglasses

tory burch outlet online

red timberland boots

hogan outlet

fitflops

red bottom christian louboutin

ugg outlet

retro 11

jordan 11

uggs for women

timberland earthkeepers

oakley sunglasses

the north face

ugg slippers

burberry outlet stores

louis vuitton purses

christian louboutin outlet

timberland outlet

chanel outlet

the north face jackets

burberry sale

beats studio

louis vuitton purses

true religion

gucci handbags

timberland canada

coach coupons

kevin durant shoes 2014

cheap nfl jerseys

polo outlet

celine bags

christian louboutin

michael kors

mont blanc pen

coach outlet store online

gucci belts

louis vuitton outlet

coach handbags

rolex watches outlet

retro jordans 4

ferragamo outlet

hollister kids

polo shoes

abercrombie & fitch

christian louboutin outlet

polo ralph lauren online

oakley sunglasses

coach outlet

louis vuitton

coach factory

toms wedges

burberry outlet

cheap ray bans

true religion outlet

louis vuitton

louis vuitton outlet

ralph lauren outlet

michael kors

coach outlet

coach factory store

abercrombie kids

the north face

gucci handbags

louis vuitton handbags

uggs outlet

michael kors handbags

ugg outlet

jordan 3 white cenment

cheap toms

ugg boots uk

chanel handbags

true religion jeans

gucci handbags

ugg boots

gucci outlet

michael kors uk outlet

nike free run

michael kors outlet

polo ralph lauren home

ralph lauren sale

timberland pro

oakley sunglasses

chanel outlet

christian louboutin

red bottoms

air jordans

mont blanc pen

jordan 11

michael kors handbags

canadian goose

burberry sale

north face outlet

replica rolex watches

canada goose

oakley sunglasses

coach outlet

uggs outlet

cheap jordan shoes

abercrombie

burberry bags

replica rolex watches

mont blanc legend

jordans 11

marc jacobs outlet

kate spade handbags

ralph lauren outlet

ugg boots

michael kors

michael kors outlet

christian louboutin outlet

timberland boots for men

toms shoes

coach outlet store online

timberland canada

hermes bags

canada goose

hollister jeans

tory burch outlet online

burberry outlet stores

imitation watches

Tory Burch Handbags

abercrombie & fitchfitch

burberry outlet

Tory Burch Handbags

jordan 11 concord low

hollister jeans

moncler jackets

true religion sale

abercrombie store

canada goose jackets

burberry handbags

timberland boots

black timberland boots

cheap beats bydre

true religion outlet

belstaff leather jacket

canada goose jacket

kate spade

ralph lauren

michael kors

canada goose sale

louis vuitton

cheap toms

tory burch boots

burberry outlet

timberlands

hollister clothing store

timberland boots

chanel outlet

christian louboutin shoes

hollister clothing store

jordan concords

red christian louboutin

cheap toms

jordan 11 low

oakley sunglasses cheap

louis vuitton handbags

michael kors

abercrombie and fitch

jordan shoes

abercrombie outlet

michael kors outlet

wholesale nfl jerseys

ugg boots

uggs on sale

true religion jeans

michael kors handbags

prada handbags

moncler jackets

michael kors outlet online

chanel bags

hollister clothing store

givenchy outlet online

true religion

dolce gabbana outlet

ugg australia

adidas shoes

coach outlet store online

marc jacobs outlet

michael kors outlet online sale

coach factory outlet

ray ban aviators

ugg boots outlet

true religion outlet

michael kors outlet online

fitflop

retro 11

abercrombie & fitchfitch

uggs canada

celine bags

lv bags

michael kors outlet online sale

louis vuitton purses

abercrombie

burberry bags

cheap oakleys

hollister

jordan 6 rings

lululemon sale

christian louboutin outlet

ray ban outlet

louis vuitton outlet

new jordans

replica rolex watches

burberry outlet

coach outlet store online

north face jackets

ugg boots outlet

marc jacobs bags

fitflop outlet

red shoes

true religion

fendi factory outlet

lululemon headbands

toms promo code

timberland boots

michael kors outlet online

abercrombie fitch

supra outlet

knockoff watches

toms.com

jordan 11 low

toms wedges

coach outlet store

burberry sale

coach outlet

coach outlet

p90x

michael kors

canada goose outlet

chanel handbags

jeremy scott adidas

lebron james shoes 2015

ugg boots outlet

kobe bryant shoes

coach outlet store

mont blanc mountain

red timberland boots

burberry outlet online

jordan 11

adidas shoes

chanel outlet online

ray ban eyeglasses

burberry bags

coach outlet stores online

louis vuitton handbags

www.louisvuitton.com

coach factory outlet

cheap ugg sale

kors outlet

tod's shoes

canada goose sale

canada goose outlet

mont blanc legend

beats headphones

canada goose jackets

jordan 6 rings

cheap uggs

cheap oakley sunglasses

oakley sunglasses

coach outlet store online

true religion sale

tory burch flats

gucci outlet

lululemon

burberry outlet online

true religion jeans

discount oakley sunglasses

guess outlet

ray ban sunglass

the north face sale

burberry sale

moncler jackets

black timberland boots

coach outlet store online

burberry outlet

louis vuitton

cheap rayban sunglasses

hollister clothing store

chanel outlet online

ugg boots

jordan retro

burberry sale

oakley vault

coach purses

alexander wang bags

burberry outlet

michael kors bags

,kobe bryant shoes for sale

mont blanc pens

white timberland boots

oakley outlet

tory burch flats

ugg boots

louis vuitton outlet

ray ban outlet

wholesale nfl jerseys

michael kors outlet online

true religion sale

coach factory outlet

north face

burberry scarf

ray ban glasses

gucci handbags

nike outlet

ugg boots

burberry sale

louis vuitton

canada goose outlet

louis vuitton handbags

canada goose outlet online

burberry outlet online

ray ban glasses

canada goose sale

north face coats

concord 11

tory burch outlet

christian louboutin shoes

air jordan 11

timberland uk

oakley outlet

jordan retro 8

fitflops outlet

burberry outlet online

abercrombie outlet

timberland outlet

canada goose

abercrombie kids

louis vuitton

true religion

ugg australia

jordans 11

chanel handbags

coach factory outlet

beats by dr dre

burberry sale

cheap toms

christian louboutin outlet

ray ban aviators

adida srunning shoes

ray ban wayfarer

polo ralph lauren online

black timberland boots

the north face outlet

abercrombie store new york

cheap oakley sunglasses

michael kors bags

ghd

toms outlet

timberland uk

louis vuitton outlet

ugg boots

new lebron james shoes

ugg shoes

abercrombie and fitch

louis vuitton handbags

copy watches

hollister

north face jackets

rayban sunglasses

oakley sunglasses outlet

concords 11

polo ralph lauren online

louis vuitton outlet stores

christian louboutin outlet

jimmy choo outlet

timberland uk

coach outlet

hollister clothing

uggs on sale

hollister clothing store

gucci outlet online

ugg boots

michael kors handbags

cheap rayban sunglasses

cheap uggs

mulberry

uggs uk

uggs for women

adidas wings

abercrombie and fitch

christian louboutin

nike nfl jerseys

louis vuitton

uggs outlet

tory burch outlet

abercrombie and fitch

christian louboutin shoes

dior outlet store

louis vuitton outlet

burberry outlet

coach outlet online

toms canada

gucci outlet

michael kors outlet

hermes outlet

coach factory

hollister clothing store

tory burch boots

cheap north face jackets

burberry handbags

fitflops

bottega veneta bags

gdjty

http://blog1.de/zaqwsxc147/3220515/psychic+jewelry+is+his+favorite+targe... http://www.purevolume.com/zaqwsxc147/posts http://blog1.de/qwedsaz258/3220605/French+pop+music+landmark+figure+Day+... http://www.purevolume.com/qwedsaz258/posts http://blog1.de/qwefd478/3220584/almost+every+suitor+will+certainly+have... http://www.purevolume.com/qwefd478/posts http://blog1.de/fregfcb148/3220548/questions+after+the+performance+is+ve... http://www.purevolume.com/fregfcb148/posts http://blog1.de/15ohkbn/3220623/number+of+users+this+female+model+standi... http://www.purevolume.com/15ohkbn/posts http://blog1.de/pengpoyuge/3221372/temperature+very+understanding+how+di... http://www.purevolume.com/pengpoyuge/posts http://pengpoyuge.blog.jp/archives/1012038920.html http://blog1.de/svdgfh159/3221422/represent+commercial+brands+and+entert... http://www.purevolume.com/svdgfh159/posts http://svdgfh159.blog.jp/archives/15358239.html http://blog1.de/cdgdf5849/3221470/David+and+Victoria+Beckham+hairstyle+i... http://www.purevolume.com/cdgdf5849/posts http://cdgdf5849.blog.jp/archives/15358896.html http://blog1.de/aswecx187/3221564/abdominal+strength+count+to+30+stops+E... http://www.purevolume.com/aswecx187/posts http://aswecx187.blog.jp/archives/15360910.html http://blog1.de/dfshghdfshgh/3221637/noble+timeless+luxury+has+always+be... http://www.purevolume.com/dfshghdfshgh/posts http://dfshghdfshgh.blog.jp/archives/1012044905.html http://blog1.de/dftgaredftgare/3222686/product+and+want+to+deduce+missin... http://www.purevolume.com/dftgaredftgare/posts http://dftgaredftgare.blog.jp/archives/15418937.html http://blog1.de/thtfgejethtfgeje/3222735/proportion+of+damaged+face+appe... http://www.purevolume.com/thtfgejethtfgeje/posts http://thtfgejethtfgeje.blog.jp/archives/1012111590.html http://blog1.de/ydrt509/3222783/natural+moisturizing+factor+component+kn... http://www.purevolume.com/ydrt509/posts http://ydrt509.blog.jp/archives/15420571.html http://blog1.de/nyhdsnyhds/3222823/purple+alligator+purse+is+decorated+w... http://www.purevolume.com/nyhdsnyhds/posts http://nyhdsnyhds.blog.jp/archives/1012112650.html http://blog1.de/erresrerresr/3222880/reveals+a+mysterious+little+fresh+a... http://www.purevolume.com/erresrerresr/posts http://erresrerresr.blog.jp/archives/1012113386.html http://blog1.de/vfdgrvfdgr/3224178/speak+as+she+was+working+on+the+evalu... http://www.purevolume.com/vfdgrvfdgr/posts http://vfdgrvfdgr.blog.jp/archives/15476880.html http://blog1.de/gjgdegjgde/3224197/sparkling+gold+fabrics+pedals+silver+... http://www.purevolume.com/gjgdegjgde/posts http://gjgdegjgde.blog.jp/archives/1012205436.html http://blog1.de/xsewxseww/3224312/committed+to+create+a+healthy+and+comf... http://www.purevolume.com/xsewxseww/posts http://xsewxseww.blog.jp/archives/15479840.html http://blog1.de/sqgresqgre/3224353/more+populist+brand+Calvin+Klein+The+... http://www.purevolume.com/sqgresqgre/posts http://sqgresqgre.blog.jp/archives/1012210309.html http://blog1.de/rgfddrgfdd/3224392/restore+weeping+moist+state+have+to+a... http://www.purevolume.com/rgfddrgfdd/posts http://rgfddrgfdd.blog.jp/archives/1012211581.html

Post new comment

Type the characters you see in this picture. (verify using audio)
Type the characters you see in the picture above; if you can't read them, submit the form and a new image will be generated. Not case sensitive.