The Consumer / Marketplace Scorecard for CMO’s — Mike Linton // Ancestry

Quotes

• "All marketers should have a marketplace scorecard versus a marketing scorecard. It is hard for marketers to get all on the same page and see the consumer versus their function." - Mike Linton

• "My goal when I went into Best Buy after having learned a couple of lessons was to have one scorecard for the whole customer that also showed the marketplace, and that was a focus on sales, profit retention, and then something if I could get it like market share, so I could have a relative understanding of how the consumer was moving through the whole business." - Mike Linton

• "The consumer scorecard is for three things. The most important thing the marketing department could do is bring the right consumers in and keep them. And so I use it to say, are we getting the consumers we want, and are they staying? The second thing I do is use it for the company, and the third is for his pay." - Mike Linton

• "The marketing CFO has a foot in the finance camp and a foot in the marketing camp. And their job is to help the marketer spend the money in the best way for the company and the customer. Ideally, you're trying to align those because the company wins when the customer wins." - Mike Linton

• "I expect the team to meet the total ROI commitment to the company. I don't like that each buddy, each team trying to optimize their ROI component and measure everything perfectly." - Mike Linton

• "When the company gives you that kind of line item, you should return results to the company. And those results are usually in the form of profitable sales and a promise that you haven't mortgaged the brand's future to get them. The scorecard is an excellent way to look at that." - Mike Linton

• "Marketing is the most scrutinized job. The company pays attention to every piece of marketing you do. Sadly, consumers do not. One of the things I use the consumer scorecard for is to show consumers how consumers are voting. And in most businesses, I've been in, they have to vote with money. And so I try and track up consumer money flows in. And it's not enough to get just traffic; they usually have to give us money to succeed." - Mike Linton