The Role of the CMO: Obsolete or Reinvented?

Modern Marketing

For more than a decade, the CMO role has been in a state of flux. McKinsey talked about the evolving role of the CMO as far back as 2007. Is the role of the CMO on its way out the door for good, or is it simply undergoing a major transformation? There is no one-size-fits-all CMO.

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The Role of the CMO: Obsolete or Reinvented?

Modern Marketing

For more than a decade, the CMO role has been in a state of flux. McKinsey talked about the evolving role of the CMO as far back as 2007. Is the role of the CMO on its way out the door for good, or is it simply undergoing a major transformation? There is no one-size-fits-all CMO.

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We Launched Fast CMO Magazine, Here's What's Inside

bizible

In September 2017 we launched Fast CMO magazine, a B2B marketing management publication that lets readers meet marketing executives and learn how they run marketing. That’s why we published Fast CMO magazine. In our October issue we interviewed Ray Wizbowski , CMO at Entrust Datacard.

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Pros and Cons of Outsourcing Your CMO Services

seo.co

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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How Nestlé Waters uses marketing technology to drive growth

ClickZ

Mr. Solis interviewed Antonio Sciuto, the former North American EVP & CMO of Nestlé Waters who explained some of the ways NW uses technology to better understand their customer journey. Says Sciuto, “For me, search is the most important touchpoint.

Introducing the CMO's Guide To Marketing Performance Management

bizible

Marketing leaders need to make sure that valuable information is generated from touchpoints data and that the data is put to use during the annual planning process. The MPM framework we use to keep ourselves organized is made of three stages: Measure, Plan, and Execute.

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CMO's Organizational Readiness Indicators for Multi-Touch Attribution

bizible

These are models that give 100% of the credit for customer revenue to a single marketing touchpoint along a 3-6 month buying journey. Understandably, this isn’t the ideal way to assess marketing’s contribution to the bottom line -- far too many touchpoints go unnoticed. Organic.

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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Martech jumps to 29% of the CMO’s budget in Gartner’s 2018-2019 survey

chiefmartech

When Gartner’s annual CMO Spend Survey for 2017-2018 came out last year, many people seized on the fact that the money CMOs allocated for marketing technology had dropped to 22% of their budget , on average, down from 27% the year before.

What We Learned From Our Latest Account-Based Marketing Campaign, CMO Box [Data]

bizible

CMO Mailer Execution. Within those target accounts, we targeted CMO or senior-level marketers. in Salesforce so that we can treat the box as a touchpoint for attribution.

Chief Marketing Officer (CMO) Job Description 2020: Role, Responsibilities, Salary

Martech Advisor

However, this leader may no longer be called a CMO, and new titles are being crafted to better express the strategic direction and execution responsibilities involved. The Chief Marketing Officer now has ownership of growth strategies and the customer experience across all brand touchpoints.

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Why Data Quality Matters to CMO’s

Televerde

That’s why I made it the focus of this first Forbes article: Why Data Quality Matters to CMO’s. The article focuses on how, as the marketing leader and chief storyteller of your organization, you have the right data to justify your strategies and win more budget share for new programs.

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The Seven Needs of a Content-Centric Marketing Organization

Content Standard

These days, our rebel with a cause is wearing fancy suits and golfing with the CMO. Enter the content-centric marketing organization, where content transcends marketing silos to touch every aspect of brand communications. Content Marketing’s All Grown Up.

The CMO Six-Pack: How to Pump Up Your Pipeline

Marketo

Author: Brian Kelly It’s no longer enough for a CMO to create “clever taglines” or choose “color palettes” – in 2014, the CMO must be a master of technology. Within any organization, you’ll need to know the types of people who will leverage your product, as well as how.

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The CMO Council asked 8 good, hard questions about marketing technology management

chiefmartech

The following interview was originally published by the CMO Council in the August 2018 edition of their Marketing Magnified e-journal. In most organizations, this is the role that a CMO’s head of marketing operations and technology can take on.

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What are the Best Career Paths for Marketers with the CMO Position Under Threat?

Martech Advisor

Marketers are at a crossroads in their careers with the Chief Marketing Officer (CMO) position seemingly under threat. While some brands are doing away with the CMO position altogether, others are making strategic changes to their organization structures. Let’s first look at a few stats and facts: According to a study by the Korn Ferry Institute , a CMO’s average tenure is the lowest among C-suite titles, at an average of 4.1

The 5 Priorities of the Data-Driven CMO

6sense

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.

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Rethinking Market Strategy In A Digital Economy

Tony Zambito

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing. Affecting how individuals make choices and decisions with organizations, as well as, personal consumer choices.

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.

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5 Questions With Former Yahoo! CMO Cammie Dunaway on Marketing and Management

Hubspot

The role of the CMO has evolved. So how does a modern CMO do all of that? Read the following interview for her advice on being a successful CMO today, providing a full customer experience, leading a team through change, and more. The modern CMO is a hot topic right now.

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Non-Obvious Ways To Manage New Martech Investments In B2B

bizible

Is the CMO Spending More On IT Than the CIO? According to SiriusDecisions, highly aligned B2B organizations achieve 19 percent faster revenue growth and 15 percent higher profitability -- and technology alignment is a key factor. marketing technology CMO martech

What’s holding companies back from delivering on customer experience? Q&A with Deloitte Digital’s Experience leader Angel Vaccaro

ClickZ

They intuited that experience should connect seamlessly across touchpoints. Then you’re building momentum, and you’re showing the entire organization the improvements you can make in the journey.”

B2B Reads: Attribution, Buzzwords and SKOs

Heinz Marketing

Effective marketing organizations have high ROI, but how can your team accomplish this? Lengthy sales cycles, numerous touchpoints and too much data are among the biggest hurdles B2B marketers face when it comes to accurate attribution. Michael Brenner’s 5 Skills You Need to Become the Next CMO. Here’s some advice on the skills you need to be CMO. B2B Reads Sales Attribution buzzwords CMO customer experience customer success data quality Lead nurturing ROI SKO

Revealed: How to Track Marketing’s Contribution to the Bottom Line

Televerde

Marketing success of yore has been measured by single-touch attribution (giving one touchpoint 100% of the credit for sourcing a deal) or wasn’t measured (quantatively) at all – probably what attributed to its reputation as a fluffy rather than formidable business unit.

Report: Just 7% of Marketers Deliver Real-Time Data-Driven Engagements

KoMarketing Associates

The “Empowering the Data-Driven Customer Strategy” report from the CMO Council recently discovered that only 7 percent of marketers say they are always able to deliver real-time, data-driven engagements across their touchpoints with customer data. More than a quarter (28 percent) claim that they can only deliver “a handful” of these types of experiences through their platforms and touchpoints.

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How Machine Learning Personalizes the Customer Experience

Aberdeen

Beyond the customer service touchpoints that customers see, there are many ways machine learning can enhance the customer experience behind the scenes. CMO Essentials AI aritifical intelligence B2C customer experience customer persona CX Donatos Pizza Machine Learning

How Machine Learning Personalizes the Customer Experience

Aberdeen

Beyond the customer service touchpoints that customers see, there are many ways machine learning can enhance the customer experience behind the scenes. CMO Essentials AI aritifical intelligence B2C customer experience customer persona CX Donatos Pizza Machine Learning

Want to improve the CX? Data democratization is your answer

ClickZ

30-second summary: Digital democratization pushes organizations to rethink how they manage, distribute, and interpret data. That often means driving a dramatic cultural change in the organization. CMOs who can tap into and leverage data from across the enterprise will be able to boost customer engagement, reduce churn, and improve profitability – all by aligning with consumer values, and subsequently, designing personalized experiences for every touchpoint.

Marketing in a Non-Marketing World: A Chat with Robert Kraut

Modern Marketing

We had the privilege of speaking with Bob Kraut, long-time marketing leader and 2014 recipient of the CMO Club’s CMO of the year, about marketing in a non-marketing world. OMC: Why did you want to become a CMO? OMC: What’s your biggest challenge as a CMO?

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Why Are B2B CMOs Still Using Excel As Their Marketing Planning Tool?

bizible

Much has been said about the tech stacks of today’s great organizations. not the organization’s management. There have certainly been advances here, too, with great tools for every executive.except for the CMO. Nearly 70% of CEOs expect the CMO to do so.

How Content Impacts the Buying Journey: ABM vs. Demand Gen

bizible

As organizations transition to ABM, they begin to target specific personas, industries and job titles. Organic posts only go so far and sometimes a prospect doesn’t know what they’re missing (or what to search for) until it’s right in front of them.

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How Can Brands Deliver Robust Customer Experiences?

Modern Marketing

Long gone are the days of profiting despite touchpoints being misaligned with the core essence of the brand. The old adage “People buy from who they like” is the Northstar that organizations should always keep in mind.

Covid-19 Lessons for B2B Marketers

Biznology

You look at every customer touchpoint, to ensure consistency and excellence. I recommend Beyond Advertising , which in 2016 envisioned a new role of CMO in an agile and innovative organization. The global pandemic is affecting every area of our lives and our businesses today.

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8 Roles You Need to Build an Ace ABM Team

bizible

1] The CMO. The CMO could be considered the gatekeeper of success. The value of account-based marketing is in the details, and the CMO should enable their team with all the strategy assistance and martech approval necessary. Ready to stack the deck?

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Oracle’s Maxymiser Named a Leader in Forrester Wave for Online Testing

Modern Marketing

“To support continuous optimization, online testing practices need to scale across the enterprise, supporting use cases and processes that coordinate multiple stakeholders, multiple types of digital touchpoints, complex testing, and high test volumes.”

Oracle’s Maxymiser Named a Leader in Forrester Wave for Online Testing

Modern Marketing

“To support continuous optimization, online testing practices need to scale across the enterprise, supporting use cases and processes that coordinate multiple stakeholders, multiple types of digital touchpoints, complex testing, and high test volumes.”

Building Trust In Social Marketing Metrics With Attribution

bizible

So how do paid media marketers - social marketers, in particular - build trust in the organization with the metrics they report? Ok, back to the original question as promised: How do social marketers build trust in the organization with the metrics they report?

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