Tag Archives: cmo-2015

A True CMO Focuses on Business Results

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In many organizations, the marketing function is still viewed as a cost center instead of a revenue driver. Part of the reason is inertial, formed from years when top marketing executives ran departments instead of taking responsibility for their businesses.

But these days, plenty of CMOs say that thinking and acting like a business leader is the single most important driver for their success. Key to this approach is a focus on business results. 

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5 Ways to Create a Marketing Technology Frankenstein

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Marketers have hundreds of marketing technology choices, which can make choosing the right ones for your business overwhelming. Making the right decisions can have huge impact on the future of your brand.

Dr. Frankenstein had choices, too. He made the wrong choices. He built a monster and, then he lost control of it. Don’t be Dr. Frankenstein. Don’t lose control of your technology.

Whether you buy a marketing cloud solution or elect to build one yourself, you need to understand how to avoid creating a Frankenstein monster (to borrow Travis Wright’s term).

These five practices are a sure-fire way to build a marketing technology Frankenstein—a platform that will hinder your marketers more than it’ll help them. Avoid these at all costs.

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