USOC CMO Lisa Baird ‘The Epitome Of Long-Range Marketer’
With the Olympic Games occurring years apart, Lisa Baird, CMO of the United States Olympic Committee, discussed how she maintains focus on long-term marketing goals.
Lisa Baird was named CMO of the United States Olympic Committee in 2009. Prior, she served in brand and marketing roles for Proctor & Gamble, GM, IBM, and the NFL, among others.
With the Olympic Games occurring years apart, Baird touched 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, she said. “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,” she said.
Highlights from this week’s “Marketing Today” podcast include:
- Managing the balancing act of athletes trying to make a living and Olympic sponsors that make things run: Baird talks about IOC Rule 40. (4:47)
- Keeping the flame alive: Maintaining focus on the Olympics during off years. (7:58)
- Who’ll win the Olympic jump ball for 2024: Los Angeles, Budapest, or Paris? (10:11)
- Trying to please everyone: The art of listening in a sea of stakeholders. (11:49)
- Going for gold: Measuring marketing success in the land of not-for-profit. (14:42)
- Sponsor and license partnerships and their role in helping the U.S. reach the medal podium. (16:20)
- You can’t always rely on metrics: “Human beings are spontaneous; they can surprise you.” (23:15)