The Weekly Jolt! 09.18.2013

Thanks to reader Glenn, who offered up some ideas about how to make The Jolt! more consumable. Not quite there with the formatting yet but please let me know what you think of the approach.

Here’s your Weekly Jolt!

ck Curates Pitch SearcyPITCHES The Executive Sponsor Agreement

What if you had a formal agreement with a senior executive to support the bid process?

Tom Searcy is one of the more innovative thinkers in enterprise sales.  If you haven’t read RFPs Suck! you’ll find it worth your while. In this post, Searcy advances the concept of a in-house coach, advocating that the selling organization reach a formal agreement with one or more executives who will be involved in the purchase decision. The neat trick here is that its presented as a benefit to the customer:

We are not asking you to agree to doing business with us at this point. It’s too early. We are asking for you to be our executive sponsor through the process. In being our Executive Sponsor you are only ensuring that the process of determining our best fit with your company is fully executed.


ck Curates Content Eloqua gridCONTENT Create Your Own Content Grid

Where does your event content fit on this grid?

This interactive piece provides a  crisp view into the potential disconnect between inbound marketing and face-to-face event content. To create a personalized grid, you answer a series of questions about your utilization of different content marketing techniques. The software the populates a pre-designed grid, which I assume is to help you to visualize how complete your program. I am absolutely certain that it provides a wealth of data for Eloqua market research and sales folk.

 Try this. Overlay the areas on this chart where you or your client offers event content. Then highlight the content that is unique to your events.


ck curates Chipotle "Scarecrow"THE BIG AHA Chipotle Takes A Swipe At Big Food

What if you could hire Fiona Apple to sing your song?

OK full disclosure, I like Chipotle food. The animation and the soundtrack for this 3:30 “film” are world-class; as is the downloadable game. If you haven’t seen the piece yet, click the link and enjoy. Billed as a statement that expresses Chipotle’s commitment to sustainable food, here is the landing page for the complete campaign which is entitled Scarecrow.”

The video itself is the epitome of a soft sell with only a logo at the end. As Ann Handley points out in a Marketing Profs column:

Technically, the video is not a promotion for the fast food chain’s restaurants. It’s actually a promotion for an arcade-style iOS game that’s available for free in the App Store… if you rock the game, you get a coupon for a free burrito at Chipotle.

Right now the press and online coverage is driving a lot of traffic… by the time you read this, there will be over 5,000,000 views on YouTube. I am curious to see how effective this will be – Chipotle is telling a complex brand story that needs legs beyond the viral flavor du jour.


ck Curates Metrics NYT Big DataMETRICS & ROI To Go from Big Data to Big Insight, Start with a Visual

How does the question you ask, determine the answer you get?

Here is what really big data looks like, including some knock out, fit-to-be-framed visuals. This is a fascinating account of a study conducted by The New York Times on how online conversations effect everything from clicks to ad revenue. What the story makes clear is that how you choose your metrics will affect your results.

We are documenting every tweet, retweet, and click on every shortened URL from Twitter and Facebook that points back to New York Times content, and then combining that with the browsing logs of what those users do when they land at the Times.

The article includes three examples. The headline? There is no lockstep relationship between tweeting and clicking

SO. Is success tweets or clicks?  


ck curates marketing CMO Mitch JoelMARKETING 501 What Keeps The Chief Marketing Officer Awake At Night? 

Do you know what the CMO is struggling with?

Long-time ad man and author Mitch Joel points out 5 areas where CMOs are defining the future of marketing. It’s all about:

…how the link between data management and creative services must evolve, as our world begins to look more and more like George Orwell’s Nineteen Eighty-Four.

So cheery I just had to share!

For more on these topics, cruise by ck Curates. It’s the perfect thing to do when you’re stuck in a terminal, or a meeting, or a strange hotel room. And if you haven’t yet, please subscribe to the ckwrites Blog and get The Jolt! too. Have a great week.