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About Lisa Nirell ABOUT LISA NIRELL Lisa Nirell speaks frequently at annual conferences and executive retreats. As a marketing leadership advisor, growth strategist, and award-win- ning author, Lisa brings provocative insights and practical marketing wisdom to her clients. Companies such as Adobe, Infor, Oracle, GenRe, and Bozzuto hire her to help them dramatically accelerate growth and build customer mindshare. She contributes regularly to Fast Company, The Huffington Post, and the CMO Council. Guy Kawasaki praised her first book, EnergizeGrowth NOW: The Marketing Guide to a Wealthy Company, saying “by applying these time-tested planning guides, you will have changed the world for the better.” In her workshops and speeches, Lisa awakens your teams and leaders to the realities of today’s customer-driven marketplace, and how to har- ness those opportunities. You see results in the form of breakthrough ideas, improved decision-making, higher profits, and faster time to execution. An avid yogini, philosophy student, and meditation practitioner, Lisa resides near Washington, DC with her husband, Magnus, and their two mindful cats. Download your bonus videos, and additional resources at www. themindfulmarketer.com/bonus. To learn more or book Lisa Nirell for your upcoming event, visit www. energizegrowth.com or [email protected]. NOTES 1 WHY CMOS ARE FACING EXTINCTION 1 . Gartner Group “By 2017 the CMO Will Spend More on IT than the CEO,” January 3, 2012 webinar, http://my.gartner.com/portal/server.pt?open=512 &objID=202&mode=2&PageID=5553&resId=1871515 (accessed September 6, 2013). 2 . Nick Eades, interview with author, September 16. 2013. 3 . John A. Byrne, “She’s Doing an Elite MBA for Under $1,000,” LinkedIn, http://www.linkedin.com/today/post/article/20140117183101-17970806- -she-s-doing-an-elite-mba-for-under-1-000 , January 17, 2014 (accessed February 21, 2014). 4 . David Houle and Jonathan Fleece, “Why One-Third of Hospitals Will Close by 2020,” KevinMD.com, March 14, 2012, http://www.kevinmd.com /blog/2012/03/onethird-hospitals-close-2020.html (accessed February 21, 2014). 5 . Dan Markovitz, interview with author, October 23, 2013. 6 . Russell Parsons, “Marketers Should Be Responsible for Sales,” Marketing Wee k, April 6, 2012, http://www.marketingweek.co.uk/news/marketers -should-be-responsible-for-sales/4001064.article?goback=%2Egmp_51822 %2Egde_51822_member_100645153%2Egmp_51822%2Egde_51822 _member_106782475#%21 (accessed September 6, 2013). 7 . Andrew McAfee and Erik Brynjolfsson, “Big Data: The Management Revolution,” Harvard Business Review , October 2012, page 64. 2 THE DARK SIDE OF DATA DEMOCRACY 1 . Brad Meltzer, The Inner Circle (New York: Grand Central Publishing/ Hatchette Group, 2011). 2 . Malala Yousafzai, speech to the United Nations Youth Assembly on Malala Day, New York, July 12, 2013, http://ibnlive.in.com/news/full-text-of-malala -yousafzais-speech-at-united-nations/406812-2.html (accessed October 8, 2013). 3 . Adrian C. Ott, The 24 Hour Customer: New Rules for Winning in a Time-Starved, Always Connected Economy (New York: Harper Collins, 2010), page 6. 4 . Ibid., page 22. 206 NOTES 5 . Natalie Zmuda, Rupal Parekh, “Keeping Time: Why CMO Time Has Doubled,” AdAge , May 6, 2013, http://adage.com/article/cmo-interviews/keeping-time -cmo-tenure-doubled/241294/ (accessed September 12, 2013). 6 . Joe Payne, interview with author, June 3, 2013. 3 GOING DIM: CAN YOU SEE (OR HEAR) ME NOW? 1 . “In Praise of Laziness,” The Economist , (August 17, 2013), page 58. 2 . Alan Weiss, interview with author, September 12, 2013. 3 . Elizabeth Corcoran, “Dell Moves Outsourced Jobs Back to U.S. Shores,” Forbes , April 24, 2004, http://www.nbcnews.com/id/4853511/ns/business -forbes_com/t/dell-moves-outsourced-jobs-back-us-shores/#.Ui-IST_9zbw (accessed September 13, 2013). 4 . Tony Schwartz, “The Power of Stepping Back,” Dealbook New York Times , http://dealbook.nytimes.com/2013/09/06/the-power-of-stepping-back/? _r=1& (accessed September 13. 2013). 4 RETURN ON MARKETING INVESTMENTS: A FLIGHT RISK? 1 . “CMOs’ Top Priority Is Figuring out How Best to Engage with Customers,” Korn Ferry, June 28, 2013, http://www.kornferry.com/press/675/ (accessed February 21, 2014). 2 . Jim Lenskold, “Experimenting Your Way to More Effective Marketing,” Lenskold Group, December 2009, http://www.lenskold.com/content/articles /lenskold_dec09.html (accessed November 14, 2014. ) 3 . Ron Wince, “ROI Revealed for Customer Experience Strategy: Peppers and Rogers Group Strategy Speaks, April 22, 2013, http://www.peppersandrogersgroup .com/blog/2013/04/roi-revealed-for-customer-expe.html (accessed November 14, 2013). 4 . Daniel Kehrer, “Why ROI Is Often Wrong for Measuring Market Impact,” Forbes , July 9, 2013, http://www.forbes.com/sites/forbesinsights/2013/07/09/why-roi -is-often-wrong-for-measuring-marketing-impact/ (accessed November 14, 2013). 5 . Ibid. 6 . Dominique Hanssens, interview with author, September 25, 2013. 5 BIG DATA OR BIG DISAPPOINTMENT? 1 . Jeremy Campbell, Grammatical Man: Information, Entropy, Language and Life (New York: Simon & Schuster, 1982). Used with permission. 2 . Andrew McAfee and Erik Brynjolfsson, “Big Data: The Management Revolution,” Harvard Business Review , October 2012, http://hbr.org/2012/10 /big-data-the-management-revolution/ar/1 (accessed September 6, 2013). NOTES 207 3 . Copyright 2013 Caroulsel30, used with permission. 4 . Pradeep Kumar, “Case Study: How redBus Uses BigQuery to Master Big Data,” Google BigQuery , https://developers.google.com/bigquery/case-studies /redbus (accessed February 25, 2014). 5 . Derrick Harris, “LinkedIn University Pages Are a Case Study in Building Big Data Apps the Right Way,” GIGAOM , http://gigaom.com/2013/08/28 /linkedin-university-pages-are-a-case-study-in-building-big-data-apps-the -right-way/ (accessed February 25, 2014). 6 . Dan Riskin, MD, “Natural Language Processing: Putting Big Data to Work to Drive Efficiencies and Improve Patient Outcomes,” HISTalk , http://histalk2. com/2013/08/26/readers-write-natural-language-processing-putting-big- data-to-work-to-drive-efficiencies-and-improve-patient-outcomes/ (accessed February 25, 2014). 7 . Tyler Douglas, interview with author, September 3, 2013. See also http:// www.visioncritical.com/client-stories/nascar (accessed September 6, 2013). 8 . Andrew McAfee and Erik Brynjolfsson, “Big Data: The Management Revolution,” Harvard Business Review , October 2012, http://hbr.org /2012/10/big-data-the-management-revolution (accessed September 6, 2013). 9 . Infochimps, “CIOs and Big Data: What Your IT Team Wants You to Know,” 2013, http://bigdata.infochimps.com/Portals/174427/docs/infochimps %20report%20-%20cios%20and%20big%20data%20report.pdf (accessed September 6, 2013). 10 . Alexis C. Madrigal, “We Have the Whole History of the Web Wrong,” The Atlantic , October 12, 2012, http://www.theatlantic.com/technol- ogy/archive/2012/10/dark-social-we-have-the-whole-history-of-the-web -wrong/263523/ (accessed September 6, 2013). 11 . our understanding, per Laurie Harting, no citation required for works older than 75 years, correct? 12 . Jill Richards, interview with author, August 20, 2013. 13 . Arianna Huffington, Wisdom 2.0 Conference, San Francisco, CA, February 2013. 6 MARKETING AND SALES: A HARD LANDING 1 . Gil Fronsdal, “Equanimity,” Insight Meditation Center, http://www.insight- meditationcenter.org/books-articles/articles/equanimity/ , May 29, 2004 (accessed December 4, 2013). 2 . Brian Kardon, interview with author, October 8, 2013. 3 . Charles Gold, interview with author, October 7 2013. 4 . Mike Troiano, interview with author, March 28, 2013 5 . Michael Ni, interview with author, October 9, 2013. 6 . Marit Fratelli, “2013 State of the Sales Rep Report: Content Strategies Drive Sales Effectivenes” Brainshark Ideas Blog, November 8, 2013, http://www .brainshark.com/ideas-blog/2013/November/2013-state-of-the-sales-rep -report.aspx (accessed October 8, 2013) 208 NOTES 7 . Charles Gold, “The Content Factory,” April 30, 2012, http://cgoldmarketing .com/2012/04/30/the-content-factory/ (accessed October 7, 2013) 8 . “2013 B2B Content Marketing Benchmarks, Budgets, and Trends,” MarketingProfs, October 24, 2012, http://www.marketingprofs.com/charts /2012/9184/2013-b2b-content-marketing-benchmarks-budgets-and-trends (accessed October 9, 2013) 9 . http://www.articulate.com/products/daily-demo.php Articulate Corporation website (accessed October 20, 2013). 10 . The ON24 Webinar Benchmark Index: An Industry First, ON24, http:// www.on24.com/press_releases/the-on24-webinar-benchmark-index-an -industry-first/ (accessed February 25, 2014). 11 . Jill Konrath, “5 Important Questions for Your First Meeting,” Jill’s Jottings: Fresh Sales Strategies, January 2013, http://www.jillkonrath.com /sales-blog/bid/112356/5-Important-Questions-for-Your-First-Meeting?utm _source=twitter&utm_medium=social&utm_content=2182772 (accessed October 11, 2013) 7 MULTITASKING MASH-UPS AND MISHAPS 1 . Teresa M. Amabile, Jennifer S. Mueller, William B. Simpson, Constance N. Hadley, Steven J. Kramer, Lee Fleming, “Time Pressure and Creativity in Organizations: A Longitudinal Field Study,” Harvard Business School Division of Research, 2002, page 22. Used with permission. http://www.hbs .edu/faculty/Pages/item.aspx?num=11879 2 . Steve Lohr, “Slow Down, Brave Multitasker, and Don’t Read This in Traffic,” The New York Times , March 25, 2007, http://www.nytimes.com/2007/03/25 /business/25multi.html?pagewanted=all&_r=0 (accessed December 4, 2013). 3 . Paul E. Dux, Jason Ivanoff, Christopher
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