Donald Friedman

How did an ex-CMO like you wind up in a place like this?

I worked with Sequel for nearly a decade as a client and as an ally. I liked their work and business style; they made a substantial difference wherever they went.  Eventually, I decided I wanted to help them take things a big step further.

How do you fit in?

I’m the resident C-suite expert. And I come to this after a long, full and fairly eclectic business career. I’ve led both public and private companies. I’ve worked in management, marketing, sales and development. And I’ve worked at everything from start-ups to some of the largest enterprises in the world.

How are things in the C-suite these days? What are CMOs and CEOs focused on?

More than anything, driving growth — that’s the big issue. All companies have periods of big success; it can last months, years, even decades. But sooner or later, inevitably, growth and profitability lag. Competition, the economy, internal dynamics … there are all kinds of reasons why. My passion is working with companies to bring growth and profitability back.

What can marketers do in this regard?

In general, bring clarity — ensure that the entire organization is working in synch to support the brand, and that customers understand the company’s differentiated value. What does it take to accomplish this? Sometimes it takes a better brand story. Or positioning the company as a thought leader — selling ideas, not just products. Whatever it takes, though, when you’re stretched too thin, you’ve got to enlist outside assistance. Which means enlisting a team that lives and breathes branding, marketing and communications, like Sequel. Look at our solutions. They’re aimed precisely at the challenges CMOs face. They’re focused on driving profitability and growth — or, as we like to say around here, igniting change and accelerating success.

Is that what makes Sequel different? That it’s so clearly focused on business results?

Certainly, it’s what makes us more than a traditional branding agency. Look, over the past decade, marketing’s role has fundamentally changed. It’s not enough to pursue a marketing agenda; you’ve got to build strong bonds with other functional areas of the business to drive growth. A lot of marketing organizations don’t have what it takes — the skills, the creative resources, the cross-functional experience. At Sequel, we’re able to bring all that ability and expertise to the table.