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Optical/IP Networks

Your CMO Is Who?

(NYSE: ALA; Paris: CGEP:PA) announced that Alan Mottram was taking over as its Chief Marketing Officer (CMO) yesterday, replacing Ron Spithill, who's retiring next month (see Alcatel Appoints New CMO ).

Er, Ron Spitwho?, you may ask.

Spithill, it seems, has been retiring for some time. He's been head of Alcatel's marketing operations since September 2003, but the only time he's achieved the dizzying heights of a Light Reading mention was on his arrival and departure (see Alcatel Appoints Execs). The combination of "Ron Spithill" and "Alcatel" on Google generates 499 hits -- a pinprick compared to supermodel Kate Moss's 2.8 million today, and only half the 996-hit-score achieved by his replacement-in-waiting, Alan Mottram, currently president of Alcatel's fixed solutions activities.

To put things into perspective, Light Reading has repeated the Light Reading and Google search exercise on other CMOs of top telecom companies. Check out the results:

Table 1: So Search Me! The Telecom CMO Hits Chart
Ranking Name Company Appointed CMO Google Hits (own name plus company name) LR Search Hits
1 Clent Richardson Nortel Nov 2004 1,220 3
2 James Richardson Cisco Aug 2001 731 4
3 Bert Nordberg Ericsson Apr 2004 539 3
4 Ron Spithill Alcatel Sep 2003 499 2
5 Martin Harriman Marconi Sep 2001 374 20
5 John P Giere Lucent Dec 2003 132 2




's (NYSE/Toronto: NT) Clent Richardson's 1200 tops the chart even though he only joined Nortel in April 2004 and was appointed CMO last September. He was even setting an example that other CMOs might follow by being out and about in person this week, shepherding his CEO in London! (See Nortel CEO: We Blew It on DSL.) At the other end of the scale is... no, not Alcatel's Spithill but 's (NYSE: LU) John P. Giere, with just 132 Google hits. The least said the better on that one.

Martin Harriman of (Nasdaq: MRCIY; London: MONI) deserves a special mention for his use of free PR; he left the field standing when it came to search results on Light Reading, scoring 20 compared to everybody else's 2, 3, or 4.

By the way, (Nasdaq: JNPR) isn't in the table because it isn't clear who's replaced Christine Heckart since she jumped ship in June this year (see VP Jumps From Juniper). But just for comparison, Googling Heckart and Juniper stumps up a disappointing 252 hits, while she scores a hearty 12 on the Light Reading search engine.

— Ray Le Maistre, International News Editor, Light Reading

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digits 12/5/2012 | 3:00:44 AM
re: Your CMO Is Who? OK, so we decided to have a bit of fun, but should CMOs be out and about a bit more than they seem to be?

Or should they be behind the scenes, like a grand puppetmaster, pulling the strings of the divisional marketing heads?

And I just heard from Juniper that it's still going through the process of replacing Christine Heckert. Still time to send in a CV then...
Larry, Monkey 12/5/2012 | 3:00:42 AM
re: Your CMO Is Who? you're right, johnnoh. our copy chief has been fired.
desiEngineer 12/5/2012 | 3:00:42 AM
re: Your CMO Is Who? "The combination of "Ron Spithill" and "Alcatel" on Google generates 499 hits -- a pinprick compared to supermodel Kate Moss's 2.8 million today, and only half the 996-hit-score acheived by his replacement-in-waiting, Alan Mottram, currently president of Alcatel's fixed solutions activities."

Your wording sounds like you compared "Ron Spithill" and "Alcatel" to "Kate Moss" and "Alcatel." You should try "Kate Moss" and "Alcatel." You don't get quite the same number of hits :-), and pretty much the first page of hits were not really relevant.

-desi
johnnoh 12/5/2012 | 3:00:42 AM
re: Your CMO Is Who? LR Editors...

You had the headline right earlier "Your CMO is Who?" Not sure who requested the change to whom, but the sentence "Your CMO is..." is in predicate nominative form, hence takes the nominative (not the objective) form, in this case "who" and not "whom".

It's why one would say "This is he" and not "This is him."

OK, a bit pedantic, mind you, but correct nonetheless.
opticalwatcher 12/5/2012 | 3:00:40 AM
re: Your CMO Is Who? Maybe it's not fair to compare Kate Moss and Alcatel hits, but just out of curiosity, I tried a Google search for the first and last place: Kate Moss and Lucent. I ended up getting this quote:

"ItGÇÖs the time-honored tradition of hiring employees back as contractors or consultants after youGÇÖve released them as an employee. And the irony is, hiring them as a contractor can cost more than they did as an employee! ItGÇÖs kind of like when people use liposuction to get rid of all the fat cells around their waist. All future fat accumulation gets done within the remaining fat cells around their neck. The company ends up looking like Alfred HitchcockGÇÖs head on Kate MossGÇÖs body. "

Not a pleasent thought. I should definitely get back to work.
Upside_again 12/5/2012 | 3:00:40 AM
re: Your CMO Is Who? As my Grandmother used to say:

"Fools names and fools faces often appear in public places."



Peter Heywood 12/5/2012 | 3:00:37 AM
re: Your CMO Is Who? I guess the real test of whether CMOs are doing their job is in the google scores of their companies:

Cisco 81.0 million
Ericsson 28.9 million
Lucent 13.9 million
Alcatel 12.3 million
Nortel 11.4 million
Marconi 4.66 million

By the way, Light Reading scores 93.7 million!!!
flyingsausage 12/5/2012 | 3:00:36 AM
re: Your CMO Is Who? you still miss couple of key ones :

Chief Food Officer
Chief Drink Officer
Chief Entertainment Officer
...
and last but not least :
Chief Press Officer
flyingsausage 12/5/2012 | 3:00:36 AM
re: Your CMO Is Who?
mmm, is really the number of google hits a way to juge a good marketing ????

do you believe it's even mentionned in the objectives a CMO reveices from the company president ?

maybe some more business related objectives could be valuable as well...
maybe we can find some clues there :
http://www.dummies.com/WileyCD...

anyway, the exercise is rather fun !!!!
digits 12/5/2012 | 3:00:36 AM
re: Your CMO Is Who? Now you're talking (apart from the press officer, of course)...

How about a CSO - Chief Sports Officer? Someone has to organize the company pool, bowling and table-tennis championships. I guess that would come under the Chief Entertainment Officer's remit.
ANyone out there have a Chief Entertainment Officer? (he asked, dangling a carrot so big that it will surely be bitten hard very soon)
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