Chapter 2
Gain Credibility and Buy-in
Focus on metrics. Do it for your own personal credibility.
—James Stengel, chief marketing officer, Procter & Gamble1
A journey of a thousand miles begins with a single step.
—Confucius
CREDIBILITY is the key to CMO success at breaking down silo barriers and fostering cooperation and synergy. Without mutual respect, without an atmosphere where silos include or seek out the CMO’s team, progress on cross-silo issues will be slow. No matter how much authority the CEO has granted the CMO, the silos will avoid, ignore, or even ridicule the CMO team’s efforts if its actions cause credibility to fade.
Gaining credibility, the first milestone of the CMO team, usually meets resistance from the silos whose autonomy, ...
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