Marketing Today With Alan Hart

Lisa Baird was named CMO of the United States Olympic Committee in 2009. Prior to that, she served in brand and marketing roles for Proctor & Gamble, GM, IBM and the NFL, among others. With the Olympic Games occurring years apart, Lisa touches on how she maintains focus on long-term marketing goals: “The better and more articulate and more precise your mission and your purpose is — that needs to act as your long-term guide, says Baird. “You should measure everything you do against ‘Are you fulfilling that mission and purpose?' … Putting the right measurements in place for the long term help you to keep that true north on your compass.”But even though her goals invariably seem to reside on a distant horizon, she avoids the predictive, instead focusing on something she believes will remain constant: “Marketers who always focus on their customers' or their stakeholders' problems — and listen to them and solve their problems — will always win.”