“As a CMO, you cannot have fear, you have to be fearless. You can’t blink otherwise the team senses that, other functions will sense that, and you’re dead in the water,” the recently appointed chief marketing officer tells CMO. “You have to have conviction you’re going to do this. I’ve done this a couple of time before, and without arrogance or conceitedness, I believe this is achievable.”
“It wasn’t necessarily popular but it was a necessity. We also just brought more roles back from our headquarters in Ohio to San Diego. That’s about building critical mass so we can work shoulder to shoulder,” he says. “Now we have clear focus, KPIs and action plans, then you’ll see who can deliver and who can’t.”
“Less experienced people are bubbling to the top when they’re empowered, enabled and able to get away from fear. They now know they can do things without risk of punitive backfiring.”
https://www.cmo.com.au/article/643919/7-ways-teradata-cmo-plans-turnaround-40-year-old-technology-brand/?pp=2