19 Jun, 2024

BMC’s Martyn Etherington Discusses “Lean Marketing” and the Role of a “Growth CMO”

Martyn Etherington is the Chief Marketing Officer of BMC Software, a Texas-based IT services/consulting and enterprise application software company with annual revenues of $2.2 billion.  He is a strong believer in the importance of acting as a “Growth CMO,” and often attributes success to adopting a sense of “fearlessness” in that role.   Additionally, he views marketing […]

4 mins read

How Marketing Shifts of the Past Two Decades are Shaping the Future

 At the end of January, The Internationalist, the company I founded at the beginning of the 21st century to connect the people and ideas in international marketing, celebrated 20 years. While that’s a milestone for any independent venture, it also caused me to look at how marketing has evolved over the last two decades and perhaps where it might […]

10 mins read