This Week's CMO Round-up

This week we look at the expectations that fall in the gap between CMOs and CFOs, a guide to selecting an online marketing or public relations agency, and a suggestion that CMOs should oversee the training of customer service personnel. 

Who owns viral ideas?
Will 3M face consumer backlash for adopting a viral concept, apparently without compensating the creator? [Murketing]

The first 8 steps as a new CMO
With CMOs changing positions so often, a marketer lays out the first eight steps a CMO should take in his/her new position [Customer Experience Matters].

The global CMO and consumer interactivity
A recent white paper sponsored by Google assesses how CMOs can interact with consumers at every point of the value chain in a global economy [FinFacts].

CMO must manage customer service training
CMOs must oversee the training of customer service personnel because the consumer experience is a critical component of marketing [Advertising Age].

How to pick an online marketing agency
A guide to selecting an online marketing or public relations agency with a review of what areas of social media a potential agency needs to understand [The Future Buzz].

A language lesson
In searching for the most common English words, a columnist seeks to learn about how we use language to communicate [WSJ: The Numbers Guy].

The space between CFOs and CMOs
The different expectations for marketers and financial executives are explored in an examination of the gap between CMOs and CFOs [Chris Kenton].

Comings & Goings
Kmart Corp. has hired Mark Snyder as CMO [Chicago Business]. Yahoo! has hired former Microsoft exec Joanne Bradford as SVP of U.S. revenue and marketing development [Adweek].