Going Guerrilla

CMOs in professional-service firms face daunting challenges: practitioners who may not understand or like the idea of marketing, and a continuous barrage of questions about the effectiveness and cost of marketing programs. As a new year rolls in, this is an opportunity for professional-service marketers to rethink their strategies.

Some of the best-known companies generate stunning marketing campaigns and materials. But are they an effective investment? Do these companies know the ROI of their marketing efforts?

Expensive, hip marketing campaigns may improve unaided brand awareness, but they're unlikely to pull their weight in generating sales opportunities. Instead, CMOs should consider the nontraditional approach of guerrilla marketing to achieve traditional objectives such as improving market presence, contributing to earnings and keeping marketing costs under control.

If your New Year's resolutions include retooling your marketing program, here are five guerrilla marketing rules to get you started. Read Going Guerrilla in CMO Magazine.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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