Content is Everything (or Why CMOs Fail)

Content is king.

— Bill Gates

CMOs tend to survive only a tad over two years.

There's a reason. While they're supposed to be leaders, most are overpaid closet organizers.

Instead of generating demand, they busy themselves with rearranging the company's "digital assets," so salespeople and customers can find them.

Big Data is their latest space-saving gadget. With it, they can go to town again rearranging the assets, this time in hyper-segmented, algorithm-based bins.

Meanwhile, salespeople still spend 40% of their time compiling their own deal-closing content, and 60% of customers think Marketing's content is crap.

CMOs, I have news for you: Marketing isn't logistics, or distribution, or document management. Marketing is content. And content is everything.

If you want to succeed, focus on quality content:

1. Know the buyers
2. Understand Sales' pipeline
3. Create content aligned with both

What are you waiting for? Your next pink slip?

Scrapes on a Plane

It's National Etiquette Week—the ideal time to start a midair brawl.

Will the surge in incivility on planes and in airports dampen meeting travel?

It doesn't take much to do so.

The SARS epidemic clobbered tradeshow attendance in the early 2000s. (I can recall vividly that the epidemic was the sole topic of discussion at UFI's 2003 summer meeting).

Unlike SARS, incivility is a uniquely American disease.

When it comes to air travel, it seems we have two modes: fight or flight.

But there are other options.

According to Expedia's 2017 Annual Airplane Etiquette Study, the 10 leading causes of scrapes on a plane are:

• Rear seat-kicking
• Inattentive parents
• Odiferous passengers
• Audio-insensitive passengers
• Intoxicated passengers
• Incessant chatting
• Queue jumping
• Seat reclining
• Armrest hogging
• Smelly food consumption

How do American passengers respond? According to the study:

• 62% alert flight attendants when provoked
• 33% endure the offense in silence
• 13% video-record the offender
• 10% confront the offender
• 5% complain on social media
• 3% shame the offender on social media

Women Who Work

Who was that lady I saw you with last night?
She ain't no lady; she's my wife.

— Joseph Weber

Ivanka Trump's recent line extension into toilet paper has prompted me to wonder where we get some of the words we use for women.

Old English used the word wif to mean woman. (Other old languages—including Saxon, Norse, Swedish, Danish, Dutch, and German—used a similar-sounding word.) It's from this word we get wife.

Old English also used the word wifman, which meant spouse. It's from this word we get woman.

To denote a high-born woman, Old English used hlafdige, which stemmed from two words: hlaf, meaning loaf (as in bread), and dige, meaning to knead (as in dough).

The hlafdige oversaw a household of servants, the hlafaetas, or loaf eaters.

The lady, you might say, was a loafer. 

Which brings us full circle back to Ivanka (although she certainly doesn't need any dough).

Speed

The race is not to the swift or the battle to the strong.

— Ecclesiastes

Before you agree with Solomon, consider: 50% of sales are closed by the B2B sales rep who's first to call back an online lead, according to CEB.

That's daft, when you think about it. Speed is more important to a lot of B2B customers than efficiency, effectiveness, professionalism, or product knowledgeable.

You snooze, you lose.

And lot of reps are asleep.

According to Harvard Business Review, B2B reps take an average of 42 hours to get back to an online lead.

That's crazy, HBR says, given that the reps who call within 1 hour are 7 times more likely to reach the lead than reps who take 2 hours to call—and 60 times more likely than reps who take 24 hours to call.

According to Salesforce, 87% of B2B customers expect a rep's text-message response within 1 hour, and 67% expect a rep's email response within 1 hour. According to Shopify, 77% of B2B buyers won't wait more than 6 hours for a rep to respond.

With that degree of impatience, it's no wonder the race goes to the swift.

Reps need to wake up and quit ignoring online leads.

They may not all be qualified, but they're apparently ready to buy.

Condemned

Those who cannot remember the past are condemned to repeat it.

― George Santayana

After the Revolution of 1949, Chairman Mao erased nearly all public traces of China's past, tearing down thousands of ancient palaces, temples and monuments, even bulldozing Confucius' tomb.

As a result, Chinese Millennials know practically nothing of their nation's history.

Like their Chinese counterparts, the 1,500 Confederate memorials that pepper the American South today are fast disappearing.

Twenty-first century Puritans in places like Birmingham, Charlottesville, Louisville, New Orleans and Richmond are toppling Confederate memorials as we speak.

It's pure, unadorned desecration.

Yes, I get it: The desecrators feel like they're practicing a form of denazification.

But they're merely mollycoddling.

Yes, the memorials make you uncomfortable.

But, get this: the past was uncomfortable.

And the Mollycoddlers' desecration will backfire.

One day, Ben Carson will label African-American slaves "immigrants" and no one will know any better.

NOTE TO RACISTS AND OTHER CRAVEN HOMINIDS: Do not for a New York minute think you can justify your views based on my argument in favor of the historic preservation of our cityscapes. Nothing justifies your despicable views.

NOTE TO FOLLOWERS: Punch a Nazi today!