Nicely written. Let me tell you what other problem you should be working on.
The CMO of the future will have to start wearing the CTO hat as well. As dollars move from the CTO to the CMO because almost all front end tech implementation has a branding component, the tension builds as the CMO's go to market plan is 90% tech dependent. The CMO's agency partners are telling him/her it's easy to implement, and the CTO tells him/her that it isn't. The CEO doesn't want to get involved -- just wants it done. Solve this one for me.
Paul Dunay
· 7 months ago
Great point Dan - on the concept of the Marketing dashboard - I had tried to build one that was just 5 key strategic levers but some of the data points we wanted to include were annual (like Brand Awareness) and not as actionable in today's environment.
I think the factors you need to build in are more along the lines of - "where are the conversations about my brand happening and how are we engaging in those conversations". As well as the more operational features of marketing - lead flow, pipeline creation, booked business and ROI.
If you had both sides of those equations nailed down in a single marketing dashboard - you would be better able to steer the organization as a marketer which should impact your longevity as the CMO.
All Comments
The CMO of the future will have to start wearing the CTO hat as well. As dollars move from the CTO to the CMO because almost all front end tech implementation has a branding component, the tension builds as the CMO's go to market plan is 90% tech dependent. The CMO's agency partners are telling him/her it's easy to implement, and the CTO tells him/her that it isn't. The CEO doesn't want to get involved -- just wants it done. Solve this one for me.
I think the factors you need to build in are more along the lines of - "where are the conversations about my brand happening and how are we engaging in those conversations". As well as the more operational features of marketing - lead flow, pipeline creation, booked business and ROI.
If you had both sides of those equations nailed down in a single marketing dashboard - you would be better able to steer the organization as a marketer which should impact your longevity as the CMO.