Insights by Francisco Pinedo:

What do CFOs have that CMOs don’t?
By Francisco Pinedo and Scott Davis

We have to admit: as marketers we can be good at many things; but marketing ourselves is not one of them. Time and time again in the race to occupy the CEO seat, CFOs win. CFOs are increasingly becoming the CEO’s right hand, and we are watching the CMOs struggle to get a seat at the table. (utalkmarketing.com, August 2009)

Brand Strategy: The Key to Confronting a Crisis [PDF]
By Bernhard Schaar and Francisco Pinedo

CMOs are responsible for managing the assets, resources, and tools that are needed to confront a crisis. That’s why they have to play a more active role in their organizations, trying to generate alternative solutions (instead of just following/obeying them). This article explains a 5-step process to develop an effective brand strategy. *Please note, this article is in Spanish. (Marketing y Ventas, January 2009)