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.

CMO 247

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.

CMO 224

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.

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.

CMO 151

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.

CMO 206

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

DiscoverOrg

In tech years, that was a million years ago, and today, so much has changed: Our solution is much deeper – delivering a comprehensive suite of sales, marketing, and predictive intelligence tools that enable organizations to more effectively identify, target, and engage with their top prospects at the right time with the right message. Here are three keys to effectively selling to the CMO: Focus on ROI, value, and outcomes – not the technology.

CMO 152

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?

CMO 56

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.

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.

CMO 60

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 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.

CMO 76

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.

CMO 137

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.

CMO 48

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.

CMO 80

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.

CMO 63

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.

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.

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

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

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.

Report 120

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

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.

Plan 159

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?

CMO 130

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.

Buy 225

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.

[INFOGRAPHIC] The Periodic Table of ABM Elements

bizible

Charts, frameworks, and other organized forms of visualizations are a great way to learn and better understand marketing. It’s a way to visualize and organize each part of ABM that's fun and memorable. Many organizations that do ABM put a priority on impacting velocity.

Marketing’s Role as a Revenue Engine: Lessons from the Front Line

Marketing Insider Group

One observation I have from a career that started in business integration services, transitioned to product strategy, and eventually to the full CMO charter is that customer relationship management (CRM) – as an activity – is no longer an accurate descriptor of the marketing mission.

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?

Build 231

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?

Trust 155

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.”

Is Attribution the Key to Professional Success?

Marketo

Why is it that the average tenure of a CMO is so much less than other C-suite executives? According to the CMO Impact Study , over 40% of CMOs have been in their roles for less than two years and 70% less than four years.

5 Mindset Shifts Marketing Leaders Must Make

Marketing Insider Group

Today’s post comes from Velocidi CMO Margaret Molloy (@ MargaretMolloy ) and includes her coverage of the discussions at the recent CMO Club Summit. In my view, to motivate customers to that level of devotion requires CMOs to deliver great experience at every customer touchpoint.

CMO 285

You’ve Set Up Marketo And Salesforce -- Now What? Why You Still Need Attribution

bizible

In this article in DemandGen Report, Christine Nurnberger, CMO of Bottomline Technologies said that her “‘Holy Grail’ is to get a complete understanding of how far her marketing dollar stretches, as well as have a holistic view of customers at every touch point.”.

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

Modern Marketing

“No” is a safe bet because your CMO must report back to his/her counterparts, who will want to see actionable results. So, give your CMO metrics that actually help them wow executives: Return on investment (high-level ROI, then broken down by campaign performance).

Cost 219

Direct to Consumer: A New Playbook for Successful Consumer Marketing

AcuityAds

For the sixth year in a row, Seraj Bharwani, our Chief Strategy Officer, moderated the Advertising Week CMO Panel and this year’s was one of our most successful to date with the CMOs of leading DTC marketers. Consumer marketing is undergoing a massive transformation.

CMO 52