Proposal: Hiring of Top-level Dash Chief Marketing Officer (CMO)

Leonidas

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@tungfa and @Leonidas and others: this proposal has literally nothing to do with who runs dashtreasury.org and everything to do with whether or not the Dash DAO should hire a CMO.
Yes, it did have to a do with dashtreasury.org and @dashdisciple at that time of the discussion. Which is why he decided to not be involved anynome.

@dashdisciple, as I stated, I love your ideas and I actually am happy and sad about your decision ! Happy because I'm up all for the CMO idea and it seems that now a lot of people are up for it. Sad because the more you participate and the more you seems a trust and worthy person, its a shame that we can't use your experience on that one.
But I'm sure that will soon change.

So now... who's gonna take care of all that...? Don't we have a long-time member with a good experience on marketing that could take care of the recruitement process ? Please, raise your hand !
 
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solarguy

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Doing the math and looking at the calendar....uh oh!

As most people are aware, Amanda B. Johnson has suggested that we need to get our butts in gear and hire a CMO (Chief Marketing Officer) to take the Dash marketing campaign to the next level.

The more I thought about that, the more I liked the idea. Then I started to look at the calendar and do the math. HOLY CRAP, IT'S ALMOST TOO LATE ALREADY.

Now, I don't know everything there is to know about marketing, but I know some stuff. I will describe my reasoning, and I want you (the community) to show me where my reasoning is wrong.

Let's assume that the alpha version of Evolution comes out in the 4th quarter of this year, as announced. Let's say...middle of November. Not unreasonable... Do we want to have an amazing marketing plan to go with that roll out? I can't imagine anybody would say no, so let's assume yes.

...

This is the pivotal question right here...how long does it take find and hire the right CMO, to actually do the market research and the focus groups and user experience surveys to produce a super effective marketing plan? ...

That's kind of a nebulous question and answer, but I'll give you some broad outlines. It takes less than a year, but more than a month. Reasonable? What would your specific answer be in months? If you say 6 months....HOLY CRAP, WE'RE ALREADY TOO LATE! November minus 6 months is...May. Whoops! Plus, it will take at least one, and maybe two budget cycles to find and hire a Chief Marketing Officer, HOLY CRAP, WE'RE REALLY REALLY LATE ALREADY!

OK, perhaps this Solarguy dude is just being alarmist. We could get somebody identified and hired in a month, and it would only take 60 days to determine which demographic or demographics we want to target, do all the focus groups and user experience surveys, do the artwork and story boards and animations and music (and all the people involved in that...) and all the other 100 things that go into a broad spectrum and coherent marketing campaign.

Why, we could be ready by....let's see, the budget cycle ends in two weeks....calculating....HOLY CRAP, THE SOONEST WE COULD HAVE A BIG MARKETING CAMPAIGN OUT THERE IS THE FIRST WEEK OF OCTOBER!

And I'm sure, you are keenly aware that a good ad campaign starts -before- Evolution rolls out, not after.

OK, maybe this Solarguy dude isn't just being alarmist...

Or, I challenge you to work your way through the steps on a calendar and prove that I'm wrong. I've been wrong before, I look forward to your thoughtful correction.

If you cannot find a major flaw in my math/calendar, AND you are a masternode, please go vote yes on https://www.dashcentral.org/ for the governance question about if we need to hire a CMO.

Regardless of which way you vote, thanks for taking the time and voting. It's all about an involved and engaged community.
 

Biltong

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c3works

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I don't understand why we want to hire a CMO *apart* from our existing team. Why do we seem to prefer another 'direct to MNO' executive with potentially an uncoordinated plan? Is this a no-confidence vote in them?

Who would we consider responsible for overall results: The CEO, who we think should be coordinating an integrated strategy (in theory), or this new CMO, who we give an independent charter? Yes, we hope they coordinate, but reasonable people can differ as this proposal is demonstrating. It seems like we end up like the guy who has 4 watches and never really knows what time it is. Not great for execution.

It would help me if we had some discussion on why we think hiring a CMO is better done apart from our current team. I'm missing that.
 
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TroyDASH

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I don't understand why we want to hire a CMO *apart* from our existing team. Why do we seem to prefer another 'direct to MNO' executive with potentially an uncoordinated plan? Is this a no-confidence vote in them?

Who would we consider responsible for overall results: The CEO, who we think should be coordinating an integrated strategy (in theory), or this new CMO, who we give an independent charter? Yes, we hope they coordinate, but reasonable people can differ as this proposal is demonstrating. It seems like we end up like the guy who has 4 watches and never really knows what time it is. Not great for execution.

It would help me if we had some discussion on why we think hiring a CMO is better done apart from our current team. I'm missing that.
It's not a vote of no-confidence in the team, it's a recognition that no one on the team has the experience of a top level CMO who would be able to command a market rate salary $200-400k if hired elsewhere
 

c3works

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...t's a recognition that no one on the team has the experience of a top level CMO who would be able to command a market rate salary $200-400k if hired elsewhere
OK, but that doesn't really explain why we wouldn't just support the current team doing the hiring of this person such that the CEO (Chief Executor) can do the coordinating functions outlined in so many of the posts above, no?

In short, the issue troubling me is not the importance of marketing, or even the benefit of a seasoned expert CMO, but that this MNO proposal seeks to extract this position from the team or impose some unstaffed choice upon them and then hope that these independently chosen people all arrive at and flawlessly execute one common strategy. Whose? This is usually problematic organizationally. Do we even know what Ryan and the team are thinking here, or why they haven't put forward such a suggestion just yet?
 
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solarguy

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If this doesn't pass, but a similar proposal to encourage the core team to hire a dedicated and highly experienced marketing person, I'd vote for that too. I am agnostic whether the Marketing person answers directly to the masternodes or directly to the team. And regardless, I want the core team to play a significant role in the selection process. Fit with the team matters a lot.

Maybe the Core Team has a sophisticated and many branched marketing plan baking in the oven in back, and we just don't know about it. At several junctures, they have been invited to get us updated if that is the case. I would love to know the approximate launch dates and broad outlines of such a plan.

So far as I know, they have not responded.

And while we're on the subject, why isn't there a designated person on the Core Team to respond to legitimate and timely questions from the Masternode Community. That might avoid a lot of trouble...just saying.
 

jimbursch

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This proposal strikes me as kind of meaningless without a candidate for the position. While @dashdisciple was attached to this proposal, it seemed that he was the implied candidate, being an experienced marketer.

The thing to do is to recruit a candidate first, then make the pitch to MNOs for funding the position for that candidate. If that person is skilled, s/he will work out the details of the relationship with Core and strategy/tactics.
 
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dashdisciple

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If this doesn't pass, but a similar proposal to encourage the core team to hire a dedicated and highly experienced marketing person, I'd vote for that too. I am agnostic whether the Marketing person answers directly to the masternodes or directly to the team. And regardless, I want the core team to play a significant role in the selection process. Fit with the team matters a lot.

Maybe the Core Team has a sophisticated and many branched marketing plan baking in the oven in back, and we just don't know about it. At several junctures, they have been invited to get us updated if that is the case. I would love to know the approximate launch dates and broad outlines of such a plan.

So far as I know, they have not responded.

And while we're on the subject, why isn't there a designated person on the Core Team to respond to legitimate and timely questions from the Masternode Community. That might avoid a lot of trouble...just saying.

With the greatest respect to the Core team and their continuous accomplishments, this entire proposal has been an invitation to hear about their marketing plans. Yet, we MNO's remain in the dark, with nearly $1MM in budget again not spent at a time when good marketing initiatives are in plain sight. The only feedback from Core that we have received is from Tungfa and Andydark who have made it quite clear that they are not interested in investing in marketing right now. They're entitled to their opinions, and we are entitled to pick up where they've chosen to leave off.


If there had already been a marketing proposal on the board, or if Core had made any reasonable attempt to market their current product, we wouldn't be having this discussion here at all.


Nobody wants to get in Core's way, but they are simply not leading on this issue, and that has left a void for the MNOs to fill. We have votes and reasoning ability of our own to see that reinvestment should be occurring right now and is not. If something is not happening that should be happening, it's our responsibility as MNOs to see that it gets done in a timely and responsible manner.
 

dashdisciple

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This proposal strikes me as kind of meaningless without a candidate for the position. While @dashdisciple was attached to this proposal, it seemed that he was the implied candidate, being an experienced marketer.

The thing to do is to recruit a candidate first, then make the pitch to MNOs for funding the position for that candidate. If that person is skilled, s/he will work out the details of the relationship with Core and strategy/tactics.

This vote has extraordinary meaning. With a successful vote, we can take that successful proposal voting link and we can go shopping at a plethora of high profile places with our heads held high. Before posting this proposal, I attempted to recruit a couple high profile CMO/Marketing Director friends from other companies, and their response was identical: How do you know that Dash is hiring a CMO? I couldn't answer them and so they went about their business. The types of people we need aren't starved for work.

I'm flattered that you'd have considered me as a candidate, but the type of person that is needed here is beyond what I'm capable of. I do know how to recruit them and judge their work, though, and when the time comes for that (just 3% away), I can assist by passing on nuts/bolts advice to whoever leads recruitment. As requested, though, I will not interfere or get in the middle.
 
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GrandMasterDash

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This is not the first time Core has been quiet on potentially significant issues. I will cast the spell and summon @babygiraffe because he had previously hinted at some kind of commercial that's being worked on.. and we know dash has some kind of HR contractor so they too should be put in the loop.

@Ryan Taylor
 
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solarguy

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Two thoughts...

First, even if the proposal doesn't pass, the community had a productive conversation to get the ideas flowing about a more sophisticated marketing campaign and the timing of said campaign.

Second, wouldn't it be nice if there were a designated person on core to answer legitimate questions from the masternode community in a timely fashion? Hint hint to core dev team.
 

TroyDASH

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Two thoughts...

First, even if the proposal doesn't pass, the community had a productive conversation to get the ideas flowing about a more sophisticated marketing campaign and the timing of said campaign.

Second, wouldn't it be nice if there were a designated person on core to answer legitimate questions from the masternode community in a timely fashion? Hint hint to core dev team.
Director of communications? ;)
 

solarguy

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Director of communications? ;)
Sure, except I doubt very much that it would be a full time position. So the title would be a little big for the job.
On the other hand, we're a 1.4 Billion dollar company now. Perhaps we should treat it just that seriously...
 

TroyDASH

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Hi dashdisciple,

Here is your first PEC Report.

Couple of notes:
• There is NO pass/failure mark. The percentage simply allows us to create a Prioritized List of Evaluated Proposals. The idea being that a MNO with very little time can concentrate on Proposals at the bottom of the list only. MNO’s with more time will obviously look at all proposals as per normal.
• The evaluation also enables the Evaluators to look for scammers etc and red-flag a proposal that is a possible danger to Dash. They have more time and tools to look for the tell-tale signs.
• How did the Evaluators decide on marks: PEC Evaluator Guidelines https://goo.gl/Futw1d
• MNO’s have been very lenient in the past. So even if you have, what you might consider a low mark, you might still pass the Vote ;)
Most Important: The evaluation is to give you an idea of where you can improve your proposal to have a better chance of earning MNO votes.

When you improve your proposal, please colour all new material in red and don’t delete any word/sentence, but use strike through. This will make it easier for the evaluator to find changes, when she or he re-evaluates your improved proposal. The MNO’s will also so be interested to see what you changed to improve your proposal.

Since you were unlucky enough to submit your Pre-Proposal just as the PEC started, you had a handicap: You did not know the importance of the Dash Project Proposal Template https://goo.gl/m0jgfS . This Template was created some years ago by the MNO’s to get all the information that they need to make an informed decision. It is also the easiest way for you to earn extra marks. If your proposal did not cover a question in the Template – just put the Heading and answer in your detail doc. If your proposal does cover the question: Just put the Heading with the words: See original Proposal.
E.g.: Project Scope - Milestones and Schedule: See original Proposal.

We know this is a painful bureaucratic exercise, but once you’ve done your improvements for this 1st one, the next couple of improvements (maybe just one?) will be easy, and of course – you are bound to have more proposals in the future!

Good luck!
View attachment 4290
I think it would be helpful for @dashdisciple or @abob54 to respond to this.

If there are any ways this proposal can be improved then we should pursue that, and if there are any ways the PEC evaluation could be improved, feedback would be useful. The PEC is brand new but I take its function seriously and it consists of dash community members who are trying to help our governance along. And obviously from this initial report there is a disconnect that I would like to see resolved or attempted to be resolved.
 
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Tallyho

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Thanks TroyDASH. Feedback is certainly welcomed!

To clarify, my report is an evaluation of the proposal in its current form. Clearly, if this really is only an opinion poll that doesn't authorise any action to be taken on behalf of Dash then many of my comments are irrelevant and, as stated at the top of my report, I will adjust it accordingly. However, neither the proposal nor pre-proposal has been updated to reflect the changes that appear to have been made through the course of the discussion, so it wouldn't make sense for me to take those changes into account more than I have already.
 

kot

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There will a response to many questions from this thread soon. Core Team works on many things in parallel at the moment and our presence on the forum is limited due to the amount of work (and issues connected with them [emoji4]).
Please be patient.
 

jimbursch

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With a successful vote, we can take that successful proposal voting link and we can go shopping at a plethora of high profile places with our heads held high
That's a very good point, in which case, this proposal does make sense.

Re: the PEC report @Tallyho

While I understand that the PEC is well-intentioned and thoughtful, and "There is NO pass/failure mark", I think it is unfair to post a big blue "Proposal Rating 0%" on an active proposal for which 5 Dash is at risk. When we are talking about a PRE-proposal, before 5 Dash has been burned, then the PEC contribution may be helpful, but after a proposal is submitted, I think the MNOs can judge the proposal on its merit for themselves.

There is nothing preventing the PEC from expressing itself in any way it sees fit, at any time. That is as it should be. But to be fair, I think it would help the PEC and the community at large if some sensitivity was shown to proposal owners who have risked a substantial amount of money to submit a proposal.
 

TheSingleton

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There will a response to many questions from this thread soon. Core Team works on many things in parallel at the moment and our presence on the forum is limited due to the amount of work (and issues connected with them [emoji4]).
Please be patient.
So please hire somebody to be in charge of communicating with the Community there should be plenty of money to do that.

Re: the PEC report @Tallyho

While I understand that the PEC is well-intentioned and thoughtful, and "There is NO pass/failure mark", I think it is unfair to post a big blue "Proposal Rating 0%" on an active proposal for which 5 Dash is at risk. When we are talking about a PRE-proposal, before 5 Dash has been burned, then the PEC contribution may be helpful, but after a proposal is submitted, I think the MNOs can judge the proposal on its merit for themselves.

There is nothing preventing the PEC from expressing itself in any way it sees fit, at any time. That is as it should be. But to be fair, I think it would help the PEC and the community at large if some sensitivity was shown to proposal owners who have risked a substantial amount of money to submit a proposal.
Kinda agree with you here. Not that I mind them Rating things as they see fit but if it differs from my opinion I am less likely to consider their Rating in the future. The first Rating I read was quite good but with seeing the rest I no longer put much weight on it.
 

Tallyho

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Thank you for your comments, @jimbursch, feedback is welcomed! If I may, I’ll quote some relevant sections of the PEC Pre-Proposal that I hope will explain my method of working:

"Benefits:
Prevents MNO burnout. MNO’s receive a Prioritised Short List of Proposals as well as Reports which will enable them to concentrate on their areas of expertise and cut out wasting time on junk/high risk/scam proposals."

"Scope
Whether MNO's should vote for or against a proposal is outside the scope.
The PEC will only highlight deficiencies/positive aspects we found and give a rating according to the PEC Evaluator Guidelines https://goo.gl/Futw1d
The MNO's must decide themselves how they vote.
"

"Success Criteria
Evaluators prevent scams and help to improve Pre-Proposals so that all necessary information is provided for the MNO's to make informed decisions.
Prioritised List and Reports give MNO's an idea of which proposals to concentrate on if their time is limited."

" Communication Strategy

Evaluator Reports will be posted on the relevant Pre-Proposal thread in Dash Forum and final Report below the actual Proposal in Dash Central.
Reports will contain the evaluator input regarding necessary changes and questions that the proposal owner needs to address.
Prioritised List of Evaluated Proposals will be published on Dash Forum and Dash Force News and links on all Dash media."


Regarding the “proposal owners who have risked a substantial amount of money to submit a proposal”, Pre-Proposals are advised to post on the forum first for at least one cycle, to give the community a chance to have a look and give their opinions. This is to prevent the old trick of posting just a couple of weeks or even days before the vote takes place. See the MNO’s instructions in Dash Governance: https://dashpay.atlassian.net/wiki/...ed+Governance:+Proposals,+Voting,+and+Budgets:

"Select your funding cycle start block
Choose a block far enough in the future to allow time for your proposal to be discussed and gain support. Allow at least one cycle (calendar month) for most
proposals. Consider longer incubation periods for larger funding requests."


We are here to protect Dash. Nothing else.


If you are still concerned or feel changes should be made, please post your suggestions on the PEC Pre-proposal thread so that this thread is kept free for discussion of the relevant proposal.
 
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Tallyho

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Not that I mind them Rating things as they see fit but if it differs from my opinion I am less likely to consider their Rating in the future. The first Rating I read was quite good but with seeing the rest I no longer put much weight on it.
Please remember that opinions are highly subjective, which is why the PEC reports aim to be as objective as possible. Our evaluations do not aim to offer opinions nor to advise MNOs how to cast their vote. Again quoting from the PEC pre-proposal:

"Whether MNO's should vote for or against a proposal is outside the scope.
The PEC will only highlight deficiencies/positive aspects we found and give a rating according to the PEC Evaluator Guidelines https://goo.gl/Futw1d
The MNO's must decide themselves how they vote.
"

Of course, there is no obligation on the MNOs to consider our reports at all, but for those who don't have the time or resources to research every proposal in depth before voting, I hope they will find our reports useful: both the comments and the ratings, which are used to compile a "List of Prioritized Pre-Proposals to be delivered at the end of each cycle for scrutiny".

I hope it's clear that our ratings are given based on carefully crafted criteria, however since PEC is still fine-tuning these criteria and guidelines, feedback on how these can be improved is actively welcomed. Therefore if you have any suggestions as to how our ratings could be more helpful to you, I encourage you to post on the PEC Pre-Proposal thread so that this thread is kept free for discussion of the relevant proposal.
 

-crypto

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Ok, so there wasn't enough support for a CMO. That's really really unfortunate. ANYWAY. Moving along. Are there any tools that the current marketing team needs to better focus their campaigns. What kind of analytics are we currently using to track campaign effectiveness? What kind of return are we getting for the work that Amanda is doing? Is there any way to focus our goals to maximize our return on investment. How can we help Amanda market Dash most effectively? Thoughts?
 

TroyDASH

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Ok, so there wasn't enough support for a CMO. That's really really unfortunate. ANYWAY. Moving along.
Actually the voting for this proposal shows strong support so far with over 8% net yes votes and the voting period isn't over yet. Even if this does not pass with 10% I think we are seeing a consensus starting to emerge on what kind of things the MNs are deeming valuable on this subject.
 
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Biltong

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The PEC report was a surprise to some people. I think a lot of people (including myself) support the CMO idea.
However: As the Pre-proposal stands now an unknown entity will choose one of the most important positions in Dash. As Tallyho clearly stated at the top of the report.
Don't shoot the guard! She is protecting Dash!

If the PO changed the Proposal, as he was asked a number of times, the Report will disappear and the Categorised and Prioritized List updated accordingly.
It is a simple and logical action to follow on his promises in this thread!
It is causing unnecessary controversy while all of us should rather get behind the idea of a CMO (In my personal opinion)

Come-on dashdisciple: fix it so we can concentrate on the real issue.
You don't want to do the choosing anymore do you?

If this proposal passes you'll have carteblanche to choose the CMO - is that what you still want?!
 

solarguy

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So far as I know, you can't change the actual proposal. Can you? OK, if you can't change it, now what? He has publicly stated that he won't be directly involved in the process and certainly does not want the position for himself. I guess he could state it again here. He recognizes that his newness and anonymity does not produce truckloads of trust in a short time.
 

Biltong

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So far as I know, you can't change the actual proposal. Can you? OK, if you can't change it, now what? He has publicly stated that he won't be directly involved in the process and certainly does not want the position for himself. I guess he could state it again here. He recognizes that his newness and anonymity does not produce truckloads of trust in a short time.
I'm not sure if he can change it in DC, but he can certainly ask @rango. Even if he just changed it here (Which he definitely can) Core will be able to do what needs to be done.
I personally think it's an excellent idea and hate the controversy.
However voting yes for it, as it stands, is dangerous:

" Dashdisciple, in combination with the DashTreasury.org team, will ... locate potential candidates. "
It will mean a couple of new and anonymous guys will choose one of the most important positions in Dash.
Dashdisciple promised to “ I will not interfere or get in the middle.”, but the proposal has not changed. He has been asked a number of times to change it, but has still not done so.

Some implications:
If it passes as is, the community and Core can hardly let them go ahead and choose a $200, 000 dollar person who will have immense power in shaping the future direction of Dash.
Which will open a can of worms....

All that daschdisciple has to do is amend “How will this magical CMO be found?” here, as promised, and the problem will disappear, but so far he’s ignored this request.

I expected a flood of yes votes, but this is not happening - I suspect the MNO's have the same problem with the proposal. Remove those offending lines and it will sail through to the benefit of Dash. (In my personal opinion ;))
 
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c3works

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There will a response to many questions from this thread soon. Core Team works on many things in parallel at the moment and our presence on the forum is limited due to the amount of work (and issues connected with them [emoji4]).
Please be patient.
What I hear in this statement is what most people supporting this proposal don't seem to be considering: That marketing must be coordinated with the rest of the operation! You can market like crazy, but if you then don't deliver on whatever independent ambitions that CMO communicates, you disappoint the market. That is not a 'cohesive marketing strategy.'

We do seem to be quite impatient right now, for whatever reason, so I hope you can say something to keep us all from a 'Ready, shoot...aim' impulse on the eve of no-doubt critical developments.
 

kot

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@Biltong ,
I would appreciate if you would not suggest any actions taken by the Core Team (especially ignoring votes).

@c3works
Patience my Padawan ;)