Hey, CMOs: Who owns your brand?
Columnist Chandar Pattabhiram discusses the power of cultivating a "tribal" feeling within a brand's community, which can drive customers to action and advocacy.
As CMO, Chandar is in charge of positioning Marketo as the marketing industry’s innovation leader and best solution for high-growth and enterprise businesses. Previously as a group vice president of marketing, Chandar built Marketo’s product, solution, and corporate marketing teams. A seasoned enterprise executive, he was previously with Badgeville where he oversaw the company’s worldwide marketing efforts including product and corporate marketing and demand generation. Prior to that he served as vice president of product and channel marketing for IBM Cast Iron. Chandar also spent time at Andersen Consulting as an advisor to Fortune 500 companies in the high-tech, retail, and oil and gas industries. He holds a bachelor’s degree in mechanical engineering from PSG College of Technology in India and a master of science in management from the University of Texas.
The Mufasa Metric: Rethinking attribution in the Engagement Economy
Columnist Chandar Pattabhiram explains why marketers today must move beyond vanity metrics and instead seek true alignment metrics, such as pipeline, revenue, and big strategic metrics like Lifetime Value (LTV) and number of brand advocates.
Adaptive marketing: The key to winning in the Engagement Economy
Today's consumers demand personalized and authentic experiences on their preferred channels, in ways that matter to them. Columnist Chandar Pattabhiram explains how marketers can adapt to these consumer needs to win their loyalty.
The new customer marketing lifecycle in the Engagement Economy
Columnist Chandar Pattabhiram discusses the important of customer retention in an age where switching costs to consumers are low.
Back to the future with the Engagement Economy
Columnist Chandar Pattabhiram explains the new Engagement Economy -- a world where everyone and everything is connected, fundamentally shifting the relationships between buyers and sellers.
From retention to adaptive analytics, here’s your 2017 marketing preview
Full-brain marketing and a sales/marketing convergence are some of the trends you can expect to see in 2017, according to contributor Chandar Pattabhiram.