Updated at 3:05 p.m. EST on Sept. 25: We just had a great Twitter chat on the role of today’s CMO, with participants sparking a great conversation and sharing a lot of insights. Thanks again as well to our Twitter chat guest experts, Natalie Petouhoff and Tom Ward. Read on for the recap!
With sales and marketing becoming a more crucial piece of businesses everyday, chief marketing officers (CMOs) are also getting more attention, more clout, and (potentially) more marketing dollars for their departments. That being said, there’s a whole minefield of new challenges for CMOs looking to harness tech for their marketing projects, as well as new relationships CMOs need to foster – like the one with the CIO.
Here at ITBusiness.ca, we want to talk about all the ways CMOs can work towards reaching audiences and sparking interest in their marketing campaigns, as well as cementing their positions within the C-Suite. Join us on Thursday, Sept. 25 at 1 p.m. EST for a Twitter chat for all things CMO-related! We’ll be tweeting at the hashtag #ITBCMO.
We’re excited to announce we’ll be joined by:
- Tom Ward, vice-president of marketing at Qnext Corp. With more than two decades of experience in sales and marketing for tech firms, Ward has a lot of insight to share on what it’s like to be a CMO – especially when it comes to developing channels, motivating and leading sales and marketing teams, and falling back on his extensive knowledge of products, pricing, and the channel to maximize his team’s sales potential. You can find him on Twitter at @qnextcorp.
- Natalie Petouhoff, analyst at Constellation Research Inc. As both an analyst and executive business advisor, Petouhoff specializes in marketing automation, customer experience, and big data as well as social analytics. She’s also a regular commentator in the news and media, an author, and keynote speaker, and she holds a PhD in engineering from UCLA. Her Twitter handle is @drnatalie.
And for the full list of our discussion questions, see below:
Q1. The way we do marketing has changed a lot with the advent of digital. How has the role of the CMO changed with it?
The CMO used to be primarily focused on building brands and making advertising more effective and these aren’t going away #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
Now CMO’s have to market with increased complexity – more customer segments, more media, more distribution channels #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
The role of the CMO has seen radical change due to the effects of the internet, growing complexity and increased fragmentation #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
A1. CMO is now able to deliver real-time access to the voice of the customer – elevates role of marketing #ITBCMO
— Cory Coley (@corycoley) September 25, 2014
A1. Technology is a much bigger part of the CMO role – ability to analyze data, personalize experiences, etc. #ITBCMO
— Cory Coley (@corycoley) September 25, 2014
A1. “It’s no longer about digital marketing, it’s marketing in a digital world” (David Shing) #ITBCMO
— Cory Coley (@corycoley) September 25, 2014
A1 – CMO’s are facing an increasingly fragmented world. Multiple channels, multiple screens. Attention is a highly valued commodity. #itbcmo
— gShift Labs (@gShiftLabs) September 25, 2014
The biggest shift for CMOs isn’t the declining effectiveness of traditional advertising #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
The biggest shift is the change in how consumers research and buy products brought about by the internet #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
In some ways marketing is easier because we are directly engaged with our customers and have access to be analytic tools #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
@candice_so Harder? Maybe. More complex? Certainly. We are now marketing through dozens of digital channels, each with own audience. #itbcmo
— gShift Labs (@gShiftLabs) September 25, 2014
Q2. Nowadays, marketers need to work with changing budgets and resources. How can CMOs handle those shifts?
#itbcmo stats show tech budget is going to #CMO vs #IT – but is that the best choice? Business vs Same stack
— Natalie Petouhoff (@drnatalie) September 25, 2014
Now CMO have to learn how to do more with less – fewer people and smaller budgets #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
Budget shift to automation? RT @qnextcorp: Now CMO have to learn how to do more with less – fewer people and smaller budgets #itbcmo
— Brian Jackson (@brianjjackson) September 25, 2014
A2. We notice, further and further convergence of projects done by IT and Marketing #ITBCMO
— Ivan Tsarynny (@Ivan_Tsarynny) September 25, 2014
The CMO needs to be smarter, needs to be a learner, needs to be a change agent #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
@corycoley Yes because with a larger budget you can muscle your way #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
@corycoley very true. Nothing like having resources constrained to force one into thinking abt unorthodox solutions. #ITBCMO
— Ziyan Hossain (@ziyanhossain) September 25, 2014
A2. Marketing automation can help optimise some processes but still need good HR to do the right job. #ITBCMO
— David Chabot (@ExoChabot) September 25, 2014
@itbusinessca @MarylkaE @qnextcorp exactly. With all the online noise nowadays, it is essential to have a distilled, targeted msg. #ITBCMO
— Ziyan Hossain (@ziyanhossain) September 25, 2014
Q3. What skills should CMOs look for when hiring new marketers for their teams?
A3. Technical proficiency of course, since tech plays a vital role in marketing #ITBCMO
— Cory Coley (@corycoley) September 25, 2014
A3 They need digital expertise. They need to understand new media, they need to understand today’s buying habits #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
A3. Great analytical skills – translate massive amounts of data into insight, strategy and action #ITBCMO
— Cory Coley (@corycoley) September 25, 2014
A3: Socialmedia expertise, blogging knowledge & connections in your industry/demographic for starters. #ITBCMO pic.twitter.com/tidxsP5kzu
— Mat Pancha (@mpancha) September 25, 2014
A3 Analytical skills + Strong synthesis capacity. If you can’t crunch complexity in simple terms, you’re cooked. #ITBCMO
— David Chabot (@ExoChabot) September 25, 2014
A3 – Adaptability & Personality. Skills can be taught, and if you quickly adapt to changing enviro & fit with the brand? You win. #itbcmo
— gShift Labs (@gShiftLabs) September 25, 2014
Look for new hires to be equally skilled in the science of marketing and the art of marketing #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
These are one of the most imp. part of #marketing. #ITBCMO pic.twitter.com/9oC41Z4m3B
— Wolston Lobo (@WolstonL) September 25, 2014
Q4. What types of marketing should today’s CMO specialize in? (For example, content marketing, SEO, inbound marketing, social media marketing, etc.)
A4: The CMO is not a specialist in one thing – he needs to be an expert in every aspect of marketing #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
He needs to be an expert in traditional advertising, branding, PR, product marketing, channel marketing and promotions but… #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
Today he must also be an expert in digital marketing, B2B, content marketing, SEO, inbound, social media #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
He needs to be an expert in marketing tools as well such as Salesforce and marketing automation software such as HubSpot #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
@itbusinessca world, strong and diverse personal network; psychology; aesthetics; personability. Everything else can be taught. #itbcmo
— Ziyan Hossain (@ziyanhossain) September 25, 2014
Q5. Knowing more about customers is really important for today’s CMOs. Can you recommend any tools you use to get more insights?
A5: Two tools are essential – CMS software such as Salesforce and marketing automation software such as HubSpot #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
A5: Also needs to understand Google Analytics, Google Webmaster tools, Facebook Insights, Google Keyword Tool #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
@shaneschick I agree Shane. I often ask myself ‘Did I talk to a customer today?’ #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
#ITBCMO RT @WolstonL: @itbusinessca A5. Qualroo, Clicktale, G Analytics.
— IT Business Canada (@itbusinessca) September 25, 2014
So many great tools, but here’s a shameless plug -> @gShiftLabs delivers content marketing metrics for your entire web presence. #itbcmo
— gShift Labs (@gShiftLabs) September 25, 2014
A5 – Whatever tool you use, and there are a lot of them to choose from, be sure that it allows you to compare & contrast efforts. #itbcmo
— gShift Labs (@gShiftLabs) September 25, 2014
Q6. We’ve been hearing a lot about the importance of the CMO-CIO relationship. How can CMOs build that connection?
A6: The CMO needs to see the CIO as his strategic partner – share with him your overall strategic vision, goals, challenges #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
Does the CIO’s vision ever get translated into helping the marketing of a product?#itbcmo
— fawnannan (@fawnannan) September 25, 2014
@itbusinessca Even something like switching roles for a day or week would be an invaluable experience. #itbcmo
— Jeff Radecki (@JeffRadecki) September 25, 2014
.@sherifsheta once told me about how he hacked an external site his mktg dept created w/ 3rd party #itbcmo
— Brian Jackson (@brianjjackson) September 25, 2014
#ITBCMO RT @MarylkaE: @gShiftLabs @itbusinessca What would be the keys to effective communication between the 2 functions?
— IT Business Canada (@itbusinessca) September 25, 2014
A6. Understand CIO + CMO have the same corporate objectives. Being able to effectively communicate interdependencies is key. #itbcmo
— Elaine Mah (@e_mah) September 25, 2014
Q7. CMOs love to try new things with tech, but how can they do that without engaging in shadow IT and stepping on the CIO’s toes?
Marketing connects to buyers and is the “Why”, while IT & tech is the “How” — critical bond for success #ITBCMO
— Ivan Tsarynny (@Ivan_Tsarynny) September 25, 2014
A7: Obviously you should work with IT not outside of IT and not with shadow IT #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
A7: I think the CMO can help by trying the tools and sharing the findings but letting the CIO implement. #itbcmo
— Jeff Radecki (@JeffRadecki) September 25, 2014
@brianjjackson I agree. IT must be responsive when they aren’t we are tempted to do it ourselves because we can. #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
@qnextcorp issue has been marketing needs it yesterday, IT is process driven — it’ll be day after tomorrow.#itbcmo
— Italia Corigliano (@ibcorigliano) September 25, 2014
@itbusinessca everyone needs to know that they are playing for the same team. Company culture and transparency very important. #ITBCMO
— Ziyan Hossain (@ziyanhossain) September 25, 2014
@JeffRadecki the @IKEACanada #CMO once said that collaborating with CIO comes with some assembly required #itbcmo http://t.co/6pnN93fZ8d
— Brian Jackson (@brianjjackson) September 25, 2014
Q8. How can CMOs build towards sitting in the CEO’s chair someday?
A8: Fulfill your role – be the strategic thinker. Be the change agent. #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
A8: Provide the leadership and direction to the company regarding customers, products, markets and segments #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
@qnextcorp @itbusinessca And communicate. People hate surprises dropped on them #itbcmo
— Lynn Greiner (@lynngr) September 25, 2014
@brianjjackson @LeoVerdonck I personally have no ambitions to be a CEO. The CMO chair has enough challenges of its own. #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
Never forget, it’s very lonely at the top! #itbcmo
— fawnannan (@fawnannan) September 25, 2014
Q9. What are some best practices for CMOs looking to prove the ROI of marketing?
A9: Test, measure, test, measure, test measure Marketing is now just as much a science as it is an art. You need to be good at both #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
A9: Track everything. Measure everything. Understand industry norms. Compare against previous campaigns. #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
A9 – First off, gotta know that there IS and ROI. The mentality that some things aren’t measurable cripples you. #ITBCMO
— gShift Labs (@gShiftLabs) September 25, 2014
A9 – In order to measure, you need to actually measure. Get the right tools, put them in action, and USE THEM. #itbcmo
— gShift Labs (@gShiftLabs) September 25, 2014
A9 – And I said it before, I’ll say it again: Put things in to CONTEXT. Compare & contrast. What drives $ and what fails? #ITBCMO
— gShift Labs (@gShiftLabs) September 25, 2014
@itbusinessca versatility and vigilance. A/B testing; feedback, keeping an eye on the ball. Collect proper info before decisions #ITBCMO
— Ziyan Hossain (@ziyanhossain) September 25, 2014
@qnextcorp @itbusinessca Ditto for CIO. Nothing is static. “We’ve always done it that way” won’t cut it #itbcmo
— Lynn Greiner (@lynngr) September 25, 2014
A9. Be honest w/ & unafraid of the data – glean the insights. And learn to fail fast. #itbcmo
— Elaine Mah (@e_mah) September 25, 2014
Q10. How will the role of the CMO keep evolving in the next five years?
A10: It’s not going to get easier. It’s not going to get simpler. It’s not going to be less complex. #ITBCMO
— Tom Ward (@qnextcorp) September 25, 2014
You better understand device and data continuity. You better understand mobile. They are the next emerging inflection in behaviour #itbcmo
— Tom Ward (@qnextcorp) September 25, 2014
Within 5 years the CMO will be renamed CEO for Chief Everything Officer. #itbcmo
— fawnannan (@fawnannan) September 25, 2014
A10 – Going forward, CMO’s need to put an emphasis on embedding tech, data, analysis, & brand throughout all facets of their org. #ITBCMO
— gShift Labs (@gShiftLabs) September 25, 2014
Interesting that no one has mentioned Chief Digital Officer, which has been touted by Gartner as the next evolution for the CMO. #itbcmo
— fawnannan (@fawnannan) September 25, 2014
@brianjjackson I have a friend who is a chief experience officer and it hard to get him to explain what he does #ITBCMO
— Tom Ward (@qnextcorp) September 25, 2014
@itbusinessca @fawnannan Some say its the hybrid marketing / cio role — leaving CMO to focus on art of marketing #itbcmo
— Italia Corigliano (@ibcorigliano) September 25, 2014
Last: Marketing is as much subliminal as it is cognitive, as much emotional as it is rational, as much image as it is information #ITBCMO
— Tom Ward (@qnextcorp) September 25, 2014