“A marketing strategy is only as successful as the company behind it. From the product to the placement to the people, every part of your company has to back up your marketing claims or its all just a house of cards. For Phil Granof, CMO of Black Duck Software, this meant creating a new company culture before launching any new campaigns. As he put it, “culture eats strategy.”

As a result, when Black Duck Software released its new campaign there were already brand evangelists eager to spread the word. This kind of big picture thinking is part of the reason why Phil was awarded a Leadership Award via this year’s CMO Awards, presented by The CMO Club. In the interview below, Phil’s covers how to build that internal culture while providing an overview of Black Duck’s 2014 marketing initiatives.” Drew Neisser – Originally appeared on TheDrewBlog.com

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