Articles
Tag: cmo-2015
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A True CMO Focuses on Business Results
In many organizations, the marketing function is still viewed as a cost center instead of a revenue driver. Part of the reason is inertial, formed from years when top marketing executives ran departments instead of taking responsibility for their businesses.
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5 Ways to Create a Marketing Technology Frankenstein
Marketers have hundreds of marketing technology choices, which can make choosing the right ones for your business overwhelming. Making the right decisions can have huge impact on the future of your brand. Dr. Frankenstein had choices, too. He made the wrong choices.
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The CMO's Job: It's Complicated
We asked CMOs how their role has changed in the last few years. And while the answers we received came in many different shapes and sizes, the long and short of it came down to -- it's complicated.
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Strategic Leadership Sets CMOs Apart from Heads of Marketing
The celebration was surely muted when Forrester Research predicted that in 2015, the average tenure for a Chief Marketing Officer (CMO) would reach five years. That’s not long, but it’s nearly double the average reported as recently as 2006.
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Are You Ready for Market Consolidation and MarTech Spending?
Foundation Capital General Partner Ashu Garg predicts that over the next 10 years, marketers will spend 10 times what they currently spend on marketing technology. Specifically, he wrote in “MarTech and the Decade of the CMO,” that the $12 billion that CMOs currently spend on martech will grow
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The CMO's Roadmap for Content Marketing Success
Almost every marketing leader will tell you that content is essential to sparking meaningful engagement with prospects and customers. But content marketing as a practice is still evolving -- marketing teams don’t have a clear blueprint for how much investment to make or how to determine the ROI.
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Sales: A Star Player on the CMO's Team
Well into 2015, marketers are more than ever contributing to that goal by discovering new prospects, filling sales pipelines and driving revenue. Part of accomplishing goals and objectives means all departments within the organization work as a joined force. Most importantly, CMOs must ensure marketing is in lockstep with sales.
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3 Reasons a CMO's Digital Projects Fail
Today, they are full-blown digital players, charged with profit and loss and caring for the entire customer lifecycle. If your company has a digital customer-facing project underway, it’s a sure bet that the buck stops with the CMO.
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Do We Expect Too Much of CMOs?
You may have noticed that the relationship between buyer and seller is in major flux. This turmoil impacts the position tasked with leading firms’ marketing efforts and held responsible for leading firms’ marketing efforts — the CMO.
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The Online Privacy Checklist Every CMO Needs
CMOs are charged with social media marketing and monitoring what prospects and clients are saying online, but lack the technological capacity, power and often, the desire to monitor what employees are saying online. This thinking is flawed, at best and downright dangerous, at worst.
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4 Must Have Skills for Data-Driven CMOs
It wasn't that long ago when most CMOs and senior marketers were considered the keepers of the brand. Today CMOs have a seat at the table. Their customer-centric insight drives the business-building strategy in front of the funnel, in the funnel, and all the way to the close and beyond.
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Successful CMOs Create the Structure to Innovate
Change conquers those who fail to receive it as a friend. And change has got marketing in a headlock these days. Consumers engage with brands, explore products and make purchases in ever more channels and on ever more devices -- and this dizzying trend will only continue.
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The Marketing Technology Explosion: A Blessing or a Curse?
My first two reactions to Scott Brinker’s super infographic covering the marketing technology landscape were: WOW and WOW. The first wow -- Wow, we have come a long way.
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Show Me the Money - Marketing Results You Can Prove
CMOs have to prove their worth. They have to show value to the CEO, the board and the entire C-Suite. Showing results is not just important for career success, but for survival in general. According to a study by Spencer Stuart, CMO tenure lasts under four years -- a
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