Grant Johnson is the CMO at Emburse, a spend management company offering solutions that help organizations manage employee expenses, process invoices, and make payments.

In this episode, Alan and Grant discuss his journey to become CMO at Emburse and his philosophy of five Cs for a CMOs playbook—culture, coaching, campaigns, category, and courage.

Grant says that “the only constant in the market is change, and your ability to adapt to it is key to ongoing success.” Listen to the full interview to hear Grant's advice for emerging marketing leaders and how being clear, compelling, and consistent play a major role.

In this episode, you'll learn:

Category isn't restricted to your product
The courage of conviction
Adapting to the change

Key Highlights:

[01:22] Grant is a nationally ranked tennis player
[03:00] Grant's career journey
[05:34] Coming up with the five C's
[07:34] Talking about culture
[09:19] Where coaching is important
[11:05] Coaching the coach vs. coaching the employee
[12:15] How Grant thinks about campaigns
[14:55] Thinking about category
[18:12] Having the courage of conviction
[19:56] Advice for first-time CMOs
[23:53] An experience that defines Grant, makes him who he is today
[25:10] Grant's advice to his younger self
[26:48] What marketers should be learning more about
[27:54] The brands and organizations Grant follows
[29:06] The biggest threat and opportunity for marketers

Resources Mentioned:

Grant Johnson
Emburse
“emburse it” campaign
Crossing the Chasm, by Geoffrey A. Moore
Escape Velocity, by Geoffrey A. Moore
Dave Peterson
Celonis
Celonis raises $1B
Play Bigger, book by Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney
CMO Manifesto, book by John Ellet

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289: The Five C’s of Marketing with Emburse’s Grant Johnson 30:44 Share

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289: The Five C’s of Marketing with Emburse’s Grant Johnson