The CEO’s Guide to Marketing offers a no-nonsense take on the business of marketing and the marketing of business. Hosted by Seth Matlins, Managing Director of the Forbes CMO Network, this series provides a master class in raising the C-suite's marketing IQ through candid conversations with renowned marketers and executives.
In thinking about how too many CEOs don’t understand that there are fundamentally different types of CMOs, marketers and marketing, Seth speaks with Dara Treseder, the Chief Marketing Officer at Autodesk, about where B2B marketing is the same as—and different than—B2C marketing.
At Autodesk, a leading technology & software company, Dara oversees the worldwide marketing, brand, communications, demand generation, e-commerce, and education business teams.
Show Notes:
At 16:33 I get the name of the author of How Brands Grow wrong, crediting Les Binet when this classic book is in fact written by Byron Sharp. Les, along with Peter Field, is the author of among other equally important books, 'The Long and Short of It'
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