Commerce by the Numbers
Mark Cook is creator of the Windfall Series, a set of business improvements. He's has helped 4,000 teams gain ROIs up to 10:1 in: operational innovation, sales growth, and strategy creation. Before leading clients to business improvements, Cook led a turnaround as CEO, cofounded startups with exits of $123 million, led top sales teams, and created new channels as a marketing executive of small to mid-size firms. Cook's strength is getting results for teams of global brands, b-b sales & marketing, and entrepreneurial ventures with traction. Early mentorship by Stephen Covey and Ray Noorda modeled success. Global studies on innovation, sales, and strategy for New York Times and Amazon bestsellers codified his methodologies. See my keynote, Linkedin, resume, Stephen Covey's endorsement, and the tabs above. Besides independent work, Cook trains a healthcare salesforce.
The chief commercial officer is chief demand generator, orchestrating all sales, business development, customer service, and the marketing mix. As the firm grows large, sales splits off and the role becomes chief marketing officer. But this CMO is also chief motivation officer, engaging everyone in a clear vision and communicating priorities with analytics about each channel.
The chief marketing officer knows what customers love. CMOs understand the psychology of the 12 human desires and 12 client needs, predicting future trends and opportunities. This thinking is the foundation of the marketing strategy. CMOs are also advocates of customer need, championing external focus with colleagues and perpetuating brand.
A brand becomes great when the creative reflects client success and the soul of the firm. It shapes culture and nothing has more impact than an artfully captured brand story. The CMO communicates this content live, in advertising, and through digital media, generating visits, conversions, qualified leads, closes, use, and net promoters.
A short product development cycle drives revenue. The CMO speeds the flow of ideas, just outside the box to find growth. Rapid testing reveals “falls,” not fails, and the right concepts leap revenue. Momentum creates buzz and exceeding needs closes sales.