2017: The Year of the Data Driven CMO

Oracle

If 2017 is in fact to be the Year of the Data Driven CMO then said CMOs must stop using archaic methods to gather and in turn use that data and to do that they need to use the right marketing technology. Tag Management vendors. CMO CornerHappy New Year everyone! I hope everyone had a great holiday season and I wish nothing but the best for everyone in 2017 and beyond.

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Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

Maybe I shouldn't be surprised that predictive marketing vendors seem to have anticipated this. The past week brought three more announcements about predictive vendors expanding beyond lead scoring. This isn’t a new service for Radius but it’s one that only some of the other predictive modeling vendors provide. Radius also recently announced a very nice free offering, the CMO Insights Report.

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The CMO Technology Conundrum And How To Solve It

Oracle

Or has it simply created another overwhelming challenge for the CMO who now must become a technology expert to apply it efficiently? The above is an excerpt from a recently-released guide we created along with The CMO Club entitled the CMO Solution Guide to Leveraging New Technology and Marketing Platforms. When the only constant is change, the new role of the CMO dictates the use of new technologies and marketing platforms to increase competitive advantage.

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The Future of Marketing: 50 CMO Quotes On How Marketing Has Changed

Marketing Insider Group

Four major marketing trends emerge from these CMO quotes: Communicating to connect (not promote). Tim Minahan, CMO of Citrix, said that he’s constantly connected with his leadership team through its marketing leadership Slack channel. “I Mary Stanhope, CMO of Unitas Global, said the health and safety of family members is the top priority. “In So many in our team have grown up being fans of weather,” said AccuWeather CMO Michelle Harmon-Madsen. “So

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Why Your CMO Doesn’t Like You

Oracle

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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7 CMO Quotes You Need to Read on Marketing Technology

Oracle

Needless to say there's no shortage of technology vendors and solutions available to CMOs and marketers today. We have 57 vendors just in marketing technology. " - Julie Lyle, former CMO of hhgregg & Prudential Asia. ” —Michael Williams, former CMO of Grand Prix of America, Formula 1. ” —Jeff Jones, CMO, Target. ” - Seth Farbman, CMO, Spotify. CMO Corner

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An Open Technology Platform and Why It's Vital for a B2B CMO

Oracle

Rest assured an open technology platform is vital for any CMO - B2B or B2C. However, in the case of the B2B CMO, it is perhaps even more important. Quite simply it means that the platform has the agility to integrate third-party applications and data quickly and seamlessly into your marketing platform so you are not limited to vendor-specific applications and proprietary data sources. CMO Corner Data Management Marketing Automation Marketing Cloud

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The CMO Struggle For True Marketing Integration Rages On

Oracle

Since February of 2011, the CMO Survey which is sponsored by the American Marketing Association, Deloitte and Duke University's Fuqua School of Business, have asked chief marketing officers the following question: How effectively does your company integrate customer information across purchasing, communication, and social media channels? Many marketing technology vendors can execute on some aspects of personalization. CMO Corner

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Why Are Marketing Automation Vendors Failing to Meet Their Customers’ Most Intense Need: Advanced Reporting?

InsightSquared

Marketing automation vendors are being cornered by a monster of their own creation. That’s the conclusion of a new InsightSquared and Heinz Marketing report, titled “ Marketing Automation Platform (MAP) Satisfaction Survey 2018: Are Marketing Automation Vendors Still Meeting the Needs of Today’s Marketer?”. As figure 2 indicates, “actionable analytics and reporting” was cited as the most deficient feature for every single major vendor in the industry.

Q&A with Will McInnes, CMO at Brandwatch

ClickZ

30-second summary: Will McInnes, Brandwatch’s global CMO, brought over a decade of martech experience to Brandwatch when he joined the company in 2013. Will McInnes is CMO of digital consumer intelligence company Brandwatch. Q) Can you give us a brief insight into your professional journey and how you became the CMO of Brandwatch? Buyers want the highest quality solutions with the fewest possible vendor relationships.

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Q&A with Peter Isaacson, CMO at Demandbase

ClickZ

Peter Isaacson, Demandbase’s CMO, joined the company in 2014 and brought with him a decade of marketing leadership experience. Isaacson’s seen the role of the CMO changing over the past few years, with CMO skillsets requiring technology, data, and marketing knowledge in addition to being able to champion the brand’s story. Q) Can you give a brief insight into your professional journey and how you became the CMO of Demandbase?

Marketing Automation Vendors Are Not Delivering On Marketers’ Needs For Reporting And Analytics. Here’s Why.

InsightSquared

This is what the findings were in a study done by Heinz Marketing and InsightSquared titled, Marketing Automation Platform (MAP) Satisfaction Survey 2018: Are Marketing Automation Vendors Still Meeting the Needs of Today’s Marketer? The data to enable these calculations often lives in multiple systems and the metrics are complicated to calculate… and, as figure 1 indicates, these are the metrics marketers are looking to their MAP vendor to provide.

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

ClickZ

It is essential for technology vendors to work closely with an organization during the first couple of months of implementation. ClickZ caught up with Scollans to learn more about OUP’s approach to martech and get her thoughts on the challenges, trends, and predictions that marketing teams and martech vendors face in an ever-changing environment. Advice to martech vendors.

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

DiscoverOrg

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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The Martech Show Episode #10: Lessons from a Fortune 50 CMO on Agile Marketing, Martech & More

chiefmartech

He joined as the CMO of Aetna in 2016, digitally transforming the organization through its acquisition by CVS. He now serves as an executive advisor to several cutting-edge martech vendors.

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What Do B2B Buyers Really Want from Vendors?

Aberdeen

They turn to their vendors for assistance. When we asked survey respondents if they would be more likely to work with a vendor who questioned their way of doing business by, for example, highlighting an organizational pain point or weakness they weren’t aware of, 65% replied, “Yes.”. said they had often changed their purchasing criteria in order to work with a vendor who could address a pain point they couldn’t solve before. . Vendors Are a Window.

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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Top 6 Takeaways from our Seattle CMO Roundtable

Heinz Marketing

Heinz Marketing hosts a quarterly CMO roundtable breakfast in Seattle. Our latest breakfast included CMO’s and marketing VP’s from some of the largest tech, rapid growth startups and established companies in the Seattle area. All CMO’s face common issues regardless of the size of the organization or industry. The responsibilities that the CMO’s face are incredibly vast and setting priorities is critical.

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The CMO Technology Conundrum And How To Solve It

Oracle

Or has it simply created another overwhelming challenge for the CMO who now must become a technology expert to apply it efficiently? The above is an excerpt from a recently-released guide we created along with The CMO Club entitled the CMO Solution Guide to Leveraging New Technology and Marketing Platforms. Download the CMO Solution Guide to Leveraging New Technology and Marketing Platforms today to increase your competitive advantage.

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The Frustrations of a Cybersecurity CMO

Marketing Envy

Their challenge has progressed to muddier waters; figuring out how to market this already well-defined requirement and be heard in a space dominated by established and veteran vendors, carving out a new and nuanced message. Their challenge has progressed to muddier waters; figuring out how to market this already well-defined requirement and be heard in a space dominated by established and veteran vendors, carving out a new and nuanced message.

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Outsource CMO Agency Solution: The Ultimate Marketing Model for B2B Startups in Israel

Sage Marketing

Hiring an in-house CMO means increasing the company’s workforce, spending valuable time, money and energy recruiting and optimizing the efforts of an in-house CMO that will eventually need an operations team around them as well as a team of vendors to execute and implement the marketing strategy.

Why CMOs Aren’t Turning to Marketing Analytics Vendors for Marketing Analytics

InsightSquared

The big players — native reporting in marketing automation and cloud-based sales- and business intelligence (BI) vendors — have caused the ground beneath specialty marketing analytics vendors to shake. Marketing automation vendors are the incumbent, and, frankly, they’re acting like it. There’s clearly an opportunity for one vendor to benefit from this unmet need.

CMO Spotlight: “…Keep Fans Engaged”, says Jacqueline Parkes, CMO, Major League Baseball (MLB)

LEADership

As Jacqueline Parkes, CMO of Major League Baseball says, “We celebrate that there is no off-season anymore. Your audience is not on those social channels to buy—they are fact-finding, researching, comparing, discussing with peers and either moving (independently) closer to considering your company a possible vendor or further away from it. If you enjoy reading this CMO Spotlight series, please share it. “The season is no longer the season.

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A CMO’s Guide to Conversion Metrics with Google Adwords

NuSpark

Typical phrases that are used in queries include: “Software” “Tools” “Vendors” “Best” “Options”. The post A CMO’s Guide to Conversion Metrics with Google Adwords appeared first on NuSpark Marketing. Google AdWords continues to expand and improve conversion tracking metrics, and without a full understanding of the data provided, your firm may not be optimized with regard to generating efficient quality leads and sales.

CMO Council: CMOs and CIOs Are Not Aligned

Customer Experience Matrix

Summary: a CMO Council survey shows that CMOs and CIOs agree they need to cooperate, but disagree on how well they're doing and what their roles should be. This affects marketing automation vendors too, since they sell to both sides. The CMO Council and Accenture Interactive recently released a study Aligning the CMO and CIO to Achieve Agile Intelligent Marketing based on parallel surveys of about 300 members of each group.

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Did Morgan Stanley just kill the single-vendor marketing suite?

chiefmartech

A friend forwarded me a report, titled “Software Is Eating the CMO Suite,” that was shared by Morgan Stanley at the Ascendant Network event for digital marketers in New York earlier this month. But out of those participants who are confident — is a single-vendor approach to marketing technology important or not important, yes or no — the answer is clearly: no. 81% have a higher tolerance level for more vendors.

8 Expert Questions to Ask Your ABM Vendor

Rollworks

Before you commit to a long-term ABM strategy, ask your ABM vendor these questions. Not all account-based marketing vendors are created equal and since most B2B deals can take months (if not years) to close, it’s important to figure out exactly what you’re getting with that expensive ABM contract. If your ABM vendor doesn’t provide you with reporting at both the account level and contact level, walk away now.

Why being a CMO is better than being a CEO?

Seismic

The struggles behind how to attribute credit to marketing , high rates of turnover in the position, and difficulty creating proper expectations lead to the belief that being a CMO is a shaky ground to stand on. As a CMO who was a CEO prior to my current role, I cannot help but find it interesting as I have direct experience to contrast the two. When I joined Seismic, I had never been the CMO before. The post Why being a CMO is better than being a CEO?

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CMO Spotlight: 5 Questions B2B Marketers Should Ask

LEADership

CMO Spotlight: Jon Iwata, SVP, Marketing & Communications, IBM. In response to the great feedback on our CMO Spotlight Series in 2014, I’m happy to continue with it this year. It is up to the vendors to dig deep, identify the gaps and needs, and design custom solutions that solve real, cost-draining problems for their customers. They don’t want additional problems to handle by having to deal with vendors they cannot trust; so they won’t engage anyone like that.

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5 Expert Questions to Ask Your ABM Vendor

Rollworks

Before you commit to a long-term ABM strategy, ask your ABM vendor these questions. Not all account-based marketing vendors are created equal and since most B2B deals can take months (if not years) to close, it’s important to figure out exactly what you’re getting with that expensive ABM contract. If your ABM vendor doesn’t provide you with reporting at both the account level and contact level, walk away now.

Customer experience via the contact center: Q&A with Calabrio CMO Rebecca Martin

ClickZ

Customer experience gets hyped at conferences, in board rooms, and by snazzy experience cloud vendors selling “omnichannel, full-funnel, personalized, AI-driven, etc. To learn more about the point of view of customer experience from the contact center, we talked with Rebecca Martin , CMO at Calabrio. The post Customer experience via the contact center: Q&A with Calabrio CMO Rebecca Martin appeared first on ClickZ.

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. Budgets and vendor landscapes will fluctuate — maybe even dramatically in some years — but martech is here to stay, as sure as electricity and swag. The average percentage of a CMO’s budget allocated for martech jumped from 22% to 29%.

What Does a CMO Need to Know About Lead Generation?

Navigate the Channel

The CMO position should be attuned to new methods in lead generation, especially new digital channels. Here are a few of the most important aspects of lead generation a CMO should prioritize. This is true of vendors in a supply chain or bulk customers. Most customers have their own processes to vet vendors, suppliers and other partners. Part of the CMO position is about learning how to pick your prospects out of a crowd.

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Steven Wastie, AppDynamics CMO: How to Double Marketing Revenue with Multi-Touch Attribution

Crimson Marketing

Steven Wastie, CMO of application performance management company AppDynamics, knows—his company doubles its revenue every year. Vendor Tender: “ Every five minutes there’s a new vendor, and they all sound like the previous one,” says Steven. Steven shares the two primary filters used at AppDynamics, and discusses the challenge of integration of tools from different vendors. Steven Wastie is the CMO of AppDynamics.

What Can a Outsource CMO Do for Your Startup Company?

B2B Marketing Traction

What can an Outsource Chief Marketing Officer (CMO) do for your startup? Your Outsource CMO can research demographics, psychographics and market opportunities by conducting interviews and surveys and by researching existing industry statistics and studies. An Outsource CMO can find new market opportunities, analyze strengths and weaknesses, identify the best positioning for your product or service, and create standard messaging that will carry throughout all communications.

Dreamforce 2018 ABM Recap: Triblio CMO Talks Customer Success

Triblio

How can ABM improve the relationship between vendors and their clients? The panel tackled ABM questions from the points of view of MarTech experts, like Triblio’s CMO Jason Jue, and ABM practitioners, like FinancialForce’s CMO Fred Studer. New to the panel was Jay Gaines, CMO and research fellow at SiriusDecisions, who joined to add perspective on what analysts are seeing in the field. Triblio’s CMO Jason Jue gives 3 pieces of advice: 1.

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HELP! My CMO Is Big on Hacking!

LEADership

Executives who have all along felt confident in their creative abilities and strategy skills are now astounded as to why a particular CMO wants everyone to go back to the drawing board and focus on the product. ” Continuing the CMO Spotlight series on my blog, let’s examine this concept with an insightful perspective from Greg Ott ( in an interview on BrightTalk™ ). Is your CMO a growth hacker? My CMO Is Big on Hacking!

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