Scott V. Olrich has been President of Marketing and Platform at Responsys, Inc. since May 5, 2013. Mr. Olrich is responsible for Responsys go-to-market and sales strategies and leads the strategic direction for all of Responsys marketing products and services. He shares his view on the CMOs number one issue today.
Jonathan Gordon, expert principal at McKinsey & Company, reflects on the future role of the CMO.
The year 2013 is slowly coming to an end. Christmas and New Year are just around the corner. Time to look back, but we won’t do that. We look forward. What to expect in 2014 in marketing?
The people from WebDAM created this infographic with the latest predictions and newest trends.
Egon Zehnder hosted its third annual Marketing Summit addressing the future of the customer-centric business and the role of marketers in directing the agenda.
The CMO is central to the course forward for todays customer centric organizations and Egon Zehnder queried some of the worlds top CMOs to ask them their thoughts on their changing role and setting the marketing agenda in todays complex environment.
How do today’s marketers truly view their ability to harness and leverage big data to produce measurable results?
That’s the question posed by the team at Teradata. And the answer may be found by diving into the extensive new Teradata Data-Driven Marketing Survey 2013.
The global results offer an in-depth look at some key issues, including marketers’ perceptions of how their companies use data to guide marketing decisions, perceived barriers to using data to drive marketing, and where marketers’ expect their organizations to place data-driven priorities over the next couple of years.
Enterprise Marketing Management, or EMM, is a software technology solution for marketing organizations that provides a comprehensive marketing platform for managing customer and prospect interactions throughout the customer lifecycle.
The practice of marketing is challenging these days because of the rise of the “empowered customer.” Today’s customers are well-informed, use other people as their primary information source, interact with companies through multiple channels, touch points and media, and want (but rarely get) a superior customer experience—and have outlets for venting frustration when they don’t get what they want.
Your customers are truly empowered. To serve these empowered customers, marketers must—now more than ever—put customers at the center of everything they do. In the whitepaper Today’s empowered customer puts businesses to the test—Enterprise Marketing Management empowers marketers IBM tells you how to do so.
The results of IBM’s groundbreaking Chief Marketing Officer (CMO) study, released in 2011, reinforce the observation that marketing is a challenging practice these days. IBM interviewed over 1,700 CMOs from around the world to create this study. The data reveals some of the most important challenges facing CMO’s and their marketing organizations today.
The top four challenges are data explosion, social media, growth of channel and device choices, and shifting consumer demographics. It’s easy to see why CMOs are facing a “complexity gap,” because all of these challenges make marketing much more complicated today that it has ever been before. And it’s only going to get more complicated in the future.
Jim Stengel, former Global Marketing Officer for P&G and a MarketShare Advisory Board Member, offers insights on the changing role of the CMO, why tomorrows CMO wont look like todays, and where marketing analytics fit into the evolving picture.
John Broadbent, CMO at Netmark.com, coached 5 years of college club hockey during the early years of his career in internet marketing.
During that time he implemented a coaching process that works well for internet marketers.
The process:
The very best marketing strategists apply this process with a duel-facet approach. They are both analytic and creative. Leaving out either facet from your marketing campaign limits the strategic impact.
During the observation stage, marketing strategists must analyze and empathize. Great strategists look closely at data and identify with their target market. These marketers understand the people they are targeting through data and intuition.
In preparation, the best marketing strategist will synthesize an efficient process while visualizing the end result with imagination and clarity. They tap into both natures to create game-changing plans for success.
While in action, the most effective marketing strategist will create an efficient system that leaves room for resourceful improvisation. These marketers understand the value of flexible processes.
Its easy to simply focus on being a technical marketer. Its safe. You can blame the data for telling you to implement a poor strategy. Its also lazy. The analytic marketer needs to be creative in order to be the best marketing strategist.
Here are the top 10 CIO technology priorities for 2013 identified in the Gartner research:
