Deloitte CMO Survey: Analytics Holding Marketers Back?

The Point

Results from Deloitte’s 2017 CMO Survey are out, providing insights into key trends, plans, and opinions from more than 2,800 top marketers. Despite this, more than a third of those surveyed cited a lack of adequate analytics tools and processes for measuring success, while more than two-thirds don’t use analytics data to help make key business decisions. Download an executive summary of the Deloitte CMO Survey here.

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The Falling Tenure of the CMO: How to Help Turn the Numbers Around


years—cites a new report from consulting firm Korn Ferry—the CMO’s tenure actually ranks as the shortest of all titles in the C-suite (CEO, CFO, CHRO, CMO and CIO/CTO). In comparison, the average for the CMO was 4.1

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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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Leading in Change: CMO Leadership Series


The world of the CMO is changing. This ‘CMO 2.0’ Opportunities abound to become the next CMO. The rapidly changing world of marketing and the evolving role of the CMO, similarly present a host of opportunities for young marketing leaders to take charge and grow in their careers. For marketers there are always lots of “hard problems” in this new world, such as addressing the CMO’s three strategic imperatives mentioned in the IBM report (1.

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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? A shift is occurring for B2B Marketers.

Why Your CMO Doesn’t Like You


by Jesse Noyes | Tweet this A cold shoulder in the hallway, a steely gaze in the weekly meeting: these are the signs that lead many marketers to ask, “Why doesn’t my CMO like me?”. Tackle these and you’re far more likely to get the ear – maybe even the admiration – of the CMO. But if you fire off ideas without tying them to organizational goals, you’ll quickly irk the CMO. There are infinite number of things we could do,” Jeff Whatcott, CMO of Brightcove , explained.

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Executive Insights: A Marketing Transformation Conversation with CMO Advisor Kathleen Schaub

Marketing Insider Group

While in SAP Global Marketing we launched several thought leadership efforts, and one of the analyst partners I leveraged was IDC, and specifically their CMO Advisory Service. Q: Kathleen, you led IDC’s CMO Advisory and Customer Experience Practice for close to a decade.

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The Essential Components of a CMO Dashboard


A CMO Dashboard must provide the high-level data a CMO needs to measure campaign efficacy quickly and determine strategic objectives. Digital & Performance Marketing CMOs Digital Marketing marketing dashboards marketing intelligence marketing intelligence platforms

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CMO Survey: Measurement Isn't Our Top Priority

Customer Experience Matrix

Another one crossed my desk today, taken by Aprimo at Argyle Executive Forum ’s 2010 CMO Spotlight Forum: Retail and Consumer Goods & Services on April 29, 2010 in New York. A: Creating more compelling customer/prospect experiences (37%) Q: What is the CMO’s biggest challenge today? Customer experience, channel integration or marketing measurement? You might see a bit of a pattern if you look hard enough: integration and measurement show up in four of top six cells.

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18 Marketing Challenges Cited by Leaders at the CMO Club Summit


by Amanda Batista | Tweet this The CMO has got more than 99 problems, and content is likely one of them. The CMO Club Summit kicked off this morning in New York City, where more than 200 marketing leaders are congregating at The Conrad Hotel. The changing role of the CMO (digital and data demands). Measuring the effectiveness of content. Unifying measurement strategies for social, mobile, and all digital.

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Microsoft CMO Scott Allen on the trends shaping the future of content marketing

Tomorrow People

“Transformation is the new norm — it’s about more than data and digital,” says Scott Allen, CMO of Microsoft. Scott Allen, CMO of Microsoft shares his experiences. As a leading tech company, Microsoft and its CMO Scott Allen are at the heart of transformation. We’re not measuring our employees on the number of hours a week they work, it’s about the impact they have,” says Scott. Content Marketing CMO Interview

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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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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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Measure Your Content Marketing ROI With These 10 Steps


The one thing that keeps me up at night, though, is how marketers measure content success. But just 36 percent said they were satisfied with their company’s ability to measure the success of content. Our 10-Step Content Measurement Maturity Model. Here we measure: 4.

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Q&A with Peter Isaacson, CMO at Demandbase


Peter Isaacson, Demandbase’s CMO, joined the company in 2014 and brought with him a decade of marketing leadership experience. Q) Can you give a brief insight into your professional journey and how you became the CMO of Demandbase?

22 Essential Mobile Apps for Your CMO


by Joe Chernov | Tweet this Let’s face it, your CMO is busy, and as marketing becomes increasingly accountable for revenue performance , the workload will only intensify. When it comes to “managing up,” the challenge you face is not an easy one: How do you get more of your CMO’s attention when the demands on her time are multiplying? The solution: Help your CMO manufacture more time. Dropbox : A must-have for a hands-on CMO who participates in content creation.

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What, Exactly, Does a Fractional CMO Do for My Business?

The Marketing Blender

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. This is where a fractional CMO steps in, figuratively and often literally, into their business.

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Should the CMO Oversee the Whole Customer Experience?


However, as Petouhoff explains, the world has changed in a dramatically digital way and as such " changes in how customers communicate with each other and with companies, the need for a fundamental transformation of the CMO role is critical if the CMO is to lead the overall customer experience." Metrics and methods to measure progress. CMO Corner

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Measuring Influencer Marketing

Measure Up Marketing

Before we jump into how to measure influence marketing, we’d like to respond to a question we’re frequently asked, “What is the difference between influencer marketing and public relations?” Should this be a viable strategy for your organization, you may want to think beyond counting, and create a way to measure influence. ” As with many key performance metrics, an influence metric is comprised of several measures. .

What Type of CMO Do You Have?


It’s been a while since you’ve heard from the ANNUITAS blog– and we’re very pleased to be back – but we’ve spent the last year creating a lot of new content centered on helping our customers find the answer to a very specific question: What type of CMO do you have? Lack of Trust in the CMO. Two Types of CMO. The Fournaise definition of an “ROI Marketer” stands up really well as a description of a Revenue-Focused CMO. So, What type of CMO do you have?

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As The World Churns For CMO’s

Tony Zambito

The good news is that CMO tenure continues to rise. The bad news is that the CMO position still churns and remains one of the riskiest positions in corporate business. Not the best reason for a rise but nevertheless it presents opportunities for CMO’s to succeed in longer tenures. Compounding the complexity for CMO’s is the state of the buyer. The CMO role is first and foremost is one of leadership. remain an important function of the modern CMO.

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4 Mistakes B2B Marketers Should Avoid in Performance Measurement

KoMarketing Associates

This is what Marketing Performance Management (MPM), is all about – and this discipline involves three basic pillars: Plans – Tactical activity and strategic goals set by the CMO. Results – Measurements of tactical metrics, revenue impact, and ROI. Mistake #1: Measurement Without Intention. This is where marketing performance management differs from marketing measurement. “If Mistake #2: Ignoring the CFO and CMO Relationship.

So It’s Your First Day as the CMO…

DiscoverOrg Sales

Extending far beyond traditional marketing tactics, today’s CMO shoulders vast and complex responsibilities that now span technology, analytics, revenue and—above all—measurable impact. Success as a new CMO depends on knowing your product really, really well. Discover what else can a new CMO do: 7 Quick Wins for Sales and Marketing Alignment. The post So It’s Your First Day as the CMO… appeared first on DiscoverOrg. First days can be stressful.

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Measuring by Anecdote with SlideShare


We don’t measure by anecdote,” is one of his winning aphorisms. Everything is ultimately measurable, and we are a “measure everything” company. But sometimes data isn’t enough to fully measure a phenomenon. Figuring viewers associate analyst firms with data collection, we ran our LeadShare campaign around a PowerPoint that accompanied a webinar on Revenue Performance Management conducted by Eloqua CMO Brian Kardon and Forrester analyst Suresh Vittal.

CMO Spotlight: Raja Rajamannar, CMO, Master Card  


When worldwide CMO of MasterCard, Raja Rajamannar joined the company in July 2009, he faced the question that many senior executives in a similar position have to answer—“How do you decide what stays, what goes out?” In past editions of this CMO Spotlight Series, we have learnt valuable lessons from CMOs who speak about innovation, digital marketing, social media, the confluence of technology and marketing, and so on. “If it’s Priceless, don’t mess it up!”.

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Our New CMO Shares His Why


I set out to write about how excited I am to join SharpSpring as their CMO. There’s no better platform for agencies and small businesses to create a recurring revenue stream while driving more measurable leads and closed deals.

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The Top B2B CMO Challenges


Before the program drained any further resources in time and money, I swallowed hard and gave it to the CMO, “This is not working; it’s actually failing pretty badly. We turned things around 360°, ensuring the ROI from this second chance we were given was so phenomenal that the client not only forgave and forgot the earlier hiccups but was ecstatic with the new direction and measurable results. What you should measure is a factor of what that information can empower you to do.

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[VIDEO] Selling to Marketing: How to Grab the Attention (and Wallet) of a CMO


The marketing landscape has wholly transformed, with the CMO often responsible for driving growth across the enterprise, marketing budgets expanding to the largest in the organization , and marketing technology vendors growing from 100 to 4,500+, a dizzying prospect for anyone trying to build a cohesive tech stack. Here are three keys to effectively selling to the CMO: Focus on ROI, value, and outcomes – not the technology.

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Pros and Cons of Outsourcing Your CMO Services

What is an Outsourced CMO? The Biggest Pros of Outsourcing a CMO. + The Biggest Cons of Outsourcing a CMO. + How to Find the Right Outsourced CMO. The tricky part is when you have to hire someone at a C-suite level, like a Chief Marketing Officer (CMO).

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The 10 Challenges Facing a CMO Faces When Trying to Lead the Customer Experience


Today's CMO faces a multitude of challenges and at or near the top of the list is overseeing the customer experience, assuming you believe the CMO should oversee it in first place. Last week in fact we posed the question Should the CMO Oversee the Whole Customer Experience? The entire topic is at the heart of a recently-released report entitled, surprisingly enough Should the CMO Oversee the Whole Customer Experience? Measurement and metrics. CMO Corner

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Survey: 70% of Digital Marketers are Measuring the ROI of Campaigns ‘Too Quickly’

KoMarketing Associates

Many marketers are largely thorough about the measurement of their campaigns, but new data shows that some of them may be gauging their ROI too quickly. A new LinkedIn survey of more than 4,000 digital marketers suggests that many are too quick to measure their ROI, mixing metrics, and generally marketing under pressure. According to the survey, only 4% of digital marketers measure ROI over a period of six months or longer.

Introducing: Fast CMO Magazine Issue #3


Fast CMO magazine is a leadership and management magazine for B2B CMOs. Meet The Contributors To Fast CMO Issue #3. Brooke Skinner Ricketts is CMO of and we learned how a 20 year-old internet company evolves and stays relevant. Brooke shared with us how she approaches brand measurement, as well as a variety of other topics including changing culture one step at a time. If you've been following our blog, you know we're excited to bring back print.

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CMO Spotlight: Judith Sim, CMO, Oracle Corp.


states Judith Sim, CMO of Oracle Corp. In this next edition of the CMO Spotlight, I have summarized Sim’s viewpoint on the changing industry landscape and key takeaways from a demand generation perspective. Bear in mind that once you have their attention, they want your attention too and in far greater measure. In her role as CMO, Sim reminds her team that “you cannot neglect the human element”. The post CMO Spotlight: Judith Sim, CMO, Oracle Corp.

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Elissa Fink, CMO of Tableau Software: Don’t Be Afraid of Data Marketing: How to Use Marketing Analytics to Measure Progress [Podcast]

Crimson Marketing

It’s all about measuring progress. So says Elissa Fink, CMO of business analytics and data visualization company Tableau Software. In this Moneyball for Marketing podcast, she shares with us how to start measuring data in marketing, when starting a marketing analytics practice is hard. Elissa Fink is the CMO of Tableau Software , where their mission is to help people see and understand their data.

How Technology Places CMOs at Risk of Losing Their Strategic Role

Measure Up Marketing

If you had a chance to read the recent Korn Ferry article The CMO is Forever Changed , perhaps the statement “linking marketing activities and business results hasn’t always been the strong suit of CMOs” rang familiar. More technology and data than ever sits within grasp of every CMO.

Introducing Fast CMO Magazine Issue #2


That’s why we launched Fast CMO magazine, it’s a way for us to add value for the senior marketing leaders we serve. Fast CMO’s content is peer driven, based on interviews with successful CMOs and marketing executives. In the second issue of Fast CMO we’re excited to present some amazing B2B marketers and business leaders. Meet the Contributors to Fast CMO Issue #2. Christina Cravens , CMO of Paya, Inc.,

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CMO Spotlight: Steve Mann, CMO, LexisNexis (Research & Litigation Division)


Companies that have seen a good measure of success with creating continued engagement are still not quite there when it comes to conversion. If you enjoy reading this CMO Spotlight series, please share with your friends. The post CMO Spotlight: Steve Mann, CMO, LexisNexis (Research & Litigation Division) appeared first on LEADership. Social Media cmo developing target personas home social marketing – Among Top 15 B2B CMOs (FierceCMO).

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