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.
Columnist Chandar Pattabhiram discusses the power of cultivating a "tribal" feeling within a brand's community, which can drive customers to action and advocacy.Chandar Pattabhiram | May 19, 2017 at 11:59 am ET
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.Chandar Pattabhiram | Apr 24, 2017 at 2:06 pm ET
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.Chandar Pattabhiram | Mar 27, 2017 at 2:16 pm ET
Columnist Chandar Pattabhiram discusses the important of customer retention in an age where switching costs to consumers are low.Chandar Pattabhiram | Mar 1, 2017 at 1:00 pm ET
Columnist Chandar Pattabhiram explains the new Engagement Economy -- a world where everyone and everything is connected, fundamentally shifting the relationships between buyers and sellers.Chandar Pattabhiram | Feb 2, 2017 at 3:00 pm ET
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.Chandar Pattabhiram | Jan 3, 2017 at 1:00 pm ET