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What, exactly, does a fractional CMO do?

The Marketing Blender

What, exactly, does a fractional CMO do? An outsourced CMO brings years of experience to help you accelerate your revenue growth and optimize your business development without incurring the cost of an executive salary. What is a fractional CMO? What does a fractional CMO do?

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3 priorities and 25 challenges for CMO’s


CMO’s plan a +12.2% for traditional advertising in next 12 months ( CMO Survey ). of digital marketing budget goes to social media (CMO Survey). can prove quantitative impact (CMO Survey). It’s elevating the importance of the Chief Marketing Officer (CMO) as strategist, innovator, and buyer of advisory services and technology. Greater measurability with digital marketing is making the CMO more accountable. Digital Marketing CMO Digital marketing

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How to Hire a CMO Who Is a Perfect Fit for Your Company

Single Grain

The Chief Marketing Officer (CMO) is a crucial position for every organization, but hiring a CMO is more challenging than any other C-level position. What Is a CMO? A CMO directly reports to the chief executive officer (CEO). The CMO of the 21st Century.

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3 Attributes to Extend Your CMO Longevity

Measure Up Marketing

As 2013 winds down and we prepare to enter 2014, there are bound to be a few changes in the CMO line up. You say, that’s not news, CMO tenure is always a bit tenuous. In SpencerStuart’s 8th Annual CMO Tenure Study, it was reported that CMO tenure is now nearly 4 years, compared to just 2 years back in 2006. While CMO tenure varies across industries, there are several attributes long- tenured CMOs share.

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Lead Gen and Engagement: Find your Marketing Sweet Spot

Speaker: Dawn Colossi, CMO, FocusVision

We were measured by the number of leads we generate. Over time, we’ve become much better at measuring conversion rates and lead quality. How do you measure it? How to influence organization-wide lead generation strategy change. A shift is occurring for B2B Marketers.

Measuring Influencer Marketing

Measure Up Marketing

Many marketing organizations today have an influencer marketing strategy. The purpose of this strategy is to help with customer acquisition (number and/or rate) and rate of product adoption. The findings in the 2013 Influencer Marketing Survey support this perspective, “influencer marketing is seen as a customer acquisition and lead generation practice not a brand exercise.” In the social world, various organizations are creating influence metrics.

Fractional CMO: The Ultimate Guide to Hiring an Outsourced Marketing Executive

Pearl Digital Marketing

For companies looking to get CMO-level involvement and expertise but are not yet at a size at which getting a full-time CMO is viable, a fractional CMO can be a practical choice. What is a fractional CMO? A chief marketing officer (CMO) is not only a marketing manager but is also the leader of all marketing-related elements. The CMO works with all teams, such as IT, human resources, finance, sales, and customer service. What does a fractional CMO do?

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Your Consumer Is the New CMO

Martech Advisor

Advertisers have long held that if you listen to the market – by simply measuring what it buys or doesn’t buy – the consumer will tell you exactly what it wants. Leveraging cognitive algorithms and real-time analysis, today’s programmatic media platforms help us measure prospect engagement, interpret consumer behavior and build more relevant content to create real connections – from the first moment of contact.

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Modern Marketing Influencer Blog Series: 3 Costly Mistakes to Avoid when Measuring Performance


Measure what matters (using only relevant metrics to suit business objectives). These somewhat dire figures illustrate a need to focus on improving measurement. Is it wise to spend more money without fixing measurement? “No” is a safe bet because your CMO must report back to his/her counterparts, who will want to see actionable results. Customer acquisition cost (CAC). Cost per acquisition (CPA).

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3 Pivotal Ways CEOs can Facilitate CMO Success in 2020

Martech Advisor

There has been a shift in the CMO’s role – from being focused on external communications and new customer acquisitions traditionally, to owning the customer experience across all touchpoints today. What’s the CMO Role in 2020?

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Does your startup really need a CMO?

Marketing Envy

Originally posted on CIO Magazine : Many startups are in a mad rush to hire their CMO to take care of ‘marketing.’ Don’t feel pressured to hire a CMO just because other startups do, or because your investors want you to. Do you need a CMO now? Some common reasons startups feel the need to hire a CMO: To attract your first round of clients/users. Determining which stage you are in and your immediate needs will help you establish whether you need a CMO.

How HubSpot's Report-Based Acquisition Campaign Hit 150% of Our Lead Goal in 30 Days


Acquisition marketing campaigns are critical to bring in new customers and revenue. I wrote this post to share with you how we crafted our latest acquisition campaign to hit and exceed our acquisition targets. organic SEO) can we leverage?

5 Social Media Strategy Questions Every CMO Needs to Answer in 2021


Social media hit historical highs in the CMO budget this year. In fact, spending on social media marketing spiked by 74% to reach 23% of marketing budgets according to The CMO Survey , and marketers anticipate spending will remain close to this new high level as we enter the new year.

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Oxford University Press former CMO weighs in on martech challenges, trends, and predictions


It is essential for technology vendors to work closely with an organization during the first couple of months of implementation. Then we began to move into direct mail and measurement, which didn’t leave as much time for creativity.”.

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The 10 most fascinating people in B2B marketing in 2017


His new book The Content Formula explains how you can do the same: how to find the budget, sell the concept, and measure the results. Anahi Traba takes B2B marketing to the streets, as CMO of the gigantic construction equipment company Sullair Argentina. Spending 80% of marketing investments on net new customer acquisition spells doom for B2B marketers, especially those in SaaS and other subscription businesses,” says Gershik. “It’s Top 10 lists are everywhere this year.

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6sense Acquires Fortella to Enable B2B Marketers to Plan, Measure and Forecast Pipeline


6sense, the market leading account engagement platform , today announced the acquisition of Fortella. The move combines Fortella’s AI-driven pipeline intelligence with the 6sense platform, adding essential pipeline planning, forecasting and measurement capabilities to further empower B2B marketing leaders to achieve their pipeline and revenue goals with greater predictability. Every B2B organization must make plans for how they are going to predictably achieve their revenue goals.

Integrated MKTG Master Class: Practical Advice for Digital Marketing Professionals (ft. Al Campa, RingCentral CMO)

Crimson Marketing

Participating and learning during this period was Al Campa, CMO of cloud business communications and collaboration solutions provider RingCentral, and our guest on this episode of Moneyball for Marketing. He suggests that segments where acquisition cost is the most attractive are not necessarily the ones that are going to fuel major growth, and shares his “test and invest” remedy. Al Campa, RingCentral CMO) appeared first on Crimson Marketing.

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The CMO/CFO Power Partnership: 9 Best Practices To Make It Work

Heinz Marketing

I recently hosted our latest invite-only CMO Roundtable in Seattle. We partnered with Allocadia and our topic focused on Finance and Marketing Alignment with the CFO and CMO. Chris Pick , CMO from Apptio and Samantha Bannister , VP of Finance and Operations from Allocadia were the panelists who provided valuable insights. The CFO and CMO relationship doesn’t get the same tradeshow airplay and blog coverage as sales alignment. Create Customer Acquisition Cost Ratios.

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Conquer Big Data with a CMO-CIO Partnership


The same is true of their leaders—the Chief Marketing Officer (CMO) and the Chief Intelligence Officer (CIO). The roles of the CMO and the CIO are both shifting and converging. And this question mark is best resolved by the leaders of these teams, the CIO and CMO. The list of CMO-CIO complications goes on, as this research corroborates: 43% of CMOs feel the technology development process is too slow and not aligned to the speed of digital marketing ( Deloitte ).

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what’s top of mind for the cmo: november 2019


It just feels like that is a conversation I’m in more and more recently around how organizational shifts, be it acquisition, merger, re-org, and the way the marketing organization is influenced by it. So many more channels, so many more tactics available today than there were in the past, and an increased level of expectation of your ability to measure and get a return out of what you’re doing. a discussion with Fathom’s Steve Kessen + Jim Kohl.

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Why the Digital CMO Is Already Obsolete


It’s an understatement to call a CMO’s role exciting. Digital CMOs are left-brain-meets-right-brain growth engines for their organizations. They wholeheartedly believe that everything is measurable and experimentation is key to driving pipeline and revenue. Sorofman makes a powerful argument: that the digital era is defining the role (and persona) of the enterprise CMO. The digital CMO needs to evolve into an inbound CMO.

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Behind the Brilliance with Megan Lueders, CMO of Zenoss


Megan is the CMO of Zenoss , a software company that works with the world’s largest organizations to ensure their IT services and applications are always on. Ensure your presentation highlights why you and your sales colleague is pursuing this strategy, how it works with traditional marketing efforts and measurements, especially since is what your board is familiar with, and when they can expect to see results (which won’t be overnight).

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“What Should I Measure First?” A Marketer’s Hierarchy of Needs


To do that, you need measurements! She approaches your desk the next day to tell you the bad news: none of the measurements you’ve asked for exist yet. In fact, virtually no marketing metrics have been regularly captured in an organized way. Clearly, marketing measurement will become a priority for you, post haste. With such a backlog of measurements, you think to yourself: “ what should I attempt to measure first? ”. The Hierarchy of Measurements.

CMO Spotlight: “…No Penalties for Failed Attempts”, says Peter Doucette, VP Sales & Marketing, The Boston Globe


Doucette warns that one has to be judicious in the approach to marketing so that limited budgets deliver measurable ROI. The essential process steps marketers can emulate from the success story of The Boston Globe involve: optimizing the purchase funnel to improve conversion rates, reducing customer acquisition costs, and increasing customer lifetime value. Is your organization following best practices without testing to see that they will work for you?

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The 5 Priorities of the Data-Driven CMO


Last week, 6sense VP of Product Amar Doshi hosted Business Online Director of Analytics Eric Ramos for a webinar, The 5 Priorities of the Data-Driven CMO , that reviewed this well known but not always well-explored topic. We set out to outline the main areas of investment for the modern CMO and found that by looking broadly at marketing’s role, we gained clarity about marketing’s purpose in the modern enterprise. Metrics and measurement.

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“What Should I Measure First?” A Marketer’s Hierarchy of Needs


“What should I measure first?” To do that, you need measurements! She approaches your desk the next day to tell you the bad news: none of the measurements you’ve asked for exist yet. In fact, virtually no marketing metrics have been regularly captured in an organized way. Clearly, marketing measurement will become a priority for you, post haste. The Hierarchy of Measurements. Moving higher: Advanced Measurements.

8 Reasons to Attend “CMO & Future of Marketing Middle East”: A Marketing Summit Sponsored by Valasys Media


Also, 87% of the C-suite executives believe in the power of live events & plan to increase their marketing budget spent on organizing such events. Reasons to Join the Action: CMO and Future of Marketing Middle East. CMO and Future of Marketing Middle East will be beneficial for a corporation, an eCommerce organization, government organizations, service providers, retailers, marketing agencies, or marketing solution providers.


The 4 New Year Resolutions for Advertisers


CMO of Bombas, Kate Huyett, recently shared with LiveIntent her first-hand experience responding to social and political unrest. While customer acquisition is undoubtedly important, it actually costs less to retain existing customers than to find new ones.

A New Generation of Marketing Metrics & the ROI of Better Data


When it comes measuring the health of our prospect data, we’re used to showing raw growth in the number of contacts and accounts, or a coverage percentage for target accounts or personas. SiriusDecisions, a global B2B research and advisory firm, has historically identified data management proficiency in the following ways: Impact : Measures revenue, marketshare, and profit. Contact lists that consist of names, organizations, and phone numbers are still frequent B2B offerings.

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Debating the Role of the CMO: Watching a Transition in Action

Content Standard

But the CIO is unsure where to start, and he turns to the CMO, who has worked with IT to deploy the solution and has had a more hands-on role in its use. But what happens between the CIO and CMO is actually representative of the changing role of the CMO. CMOs are also faced with new expectations and pressures from executive leadership, including a focus on metrics falling outside the typical purview of a CMO’s responsibilities. This is good and bad for the CMO.

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Your Marketing: Is it the Love Child of Warren G. Harding?

Marketing Craftmanship

Exploration of how marketing can be applied to achieve tangible benefits for your organization begins with frank and perhaps eye-opening conversations with senior managers to gain a first-hand understanding of their current perceptions and expectations of the function. You may be surprised at the depth of misunderstanding that exists within your organization regarding your activity and its value.

Why Your B2B Marketing Plan Stalls: How to Break Down the Silos in Your Organization

Directive Agency

Middle of the Funnel: Customers begin researching company through organic search and website referrals (while evaluating their alternatives). Take organic search, for example. So you’re devoting 23 hours a day to customer acquisition… with little to no deal flow to show for it. Targeting, messaging, and measurement aren’t typically coordinated across email and advertising,” according to Kyle Lacy , former Director of Content and Global Research at Salesforce.

How Senior Business Leaders View the Role and Performance of Marketing

B2B Marketing Directions

Source: CMO Council Last month, the CMO Council published a report that provides several important insights regarding how senior corporate executives view the role and performance of marketing in their organization.

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20 Stats That Explain Why Marketers Still Struggle to Measure Social Media ROI [Data]


Marketers' Social Media Usage & Measurement. 4) 53% of social media marketers don't measure their success. 5) 52% of marketers cite difficulties in accurately measuring ROI as their biggest source of frustration in social marketing. 6) 96% measure number of fans and followers, 89% measure traffic, 84% measure mentions, 55% track share of voice, and 51% track sentiment. What These Stats Say About the Struggle to Measure Social Media ROI.

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The Missing Link Between Media and Marketing

Buzz Marketing for Technology

Today’s marketing organizations are aggressively modernizing, automating and adding more digitally centered marketing tactics as they focus on their mandate to discover prospects and create new customers. The prospect marketing effort, which is predominantly driven by third-party media investments in content syndication, search and advertising, is still very fragmented and, worse, seldom measured or optimized.

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12 Statistics to Guide Your B2B Marketing Investment in 2018

KoMarketing Associates

As 2018 unfolds, B2B marketing teams will be challenged to evolve, to measure, to execute, and meet (or exceed) the expectations of both their customers and their supervisors. 55% Use Lead Gen/Nurturing to Measure Content Marketing Success. and Ascend2 , lead generation/nurturing was considered the most useful metric for measuring content marketing initiative. Continued investment in social media, whether through organic or paid efforts, needs to show quantitative ROI.

Transitioning from Service Provider to Value Generator

Measure Up Marketing

Are you one of those superhero marketing organizations? You know, the “1-800 I need a presentation, brochure, case study, or email campaign NOW” marketing organizations that takes urgent requests and turns on a dime? . There’s a difference between being a service organization to Sales and being a value generator for the company. Service Organization to Sales . Define measures of success tied to value and impact .