The View From the CMO's Office

Aug 11, 2009 - 2:45 pm 0 by

Below is live coverage of the The View From the CMO's Office from the SES San Jose 2009 conference.

This coverage is provided by Patty Adams of Vertical Measures.

We are using a live blogging tool to provide the real time coverage. You can interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

The View From the CMO's Office(08/11/2009) 
11:47 Barry Schwartz:  Patty will be on shortly to do the live blogging for this session
12:08 Barry Schwartz:  There is Wifi issues in Patty's room, she cannot connect, I am sorry. Hopefully we can get this posted later.
12:37 Barry Schwartz:  Here are Patty's notes:

12:37 Barry Schwartz:  Speakers:
Sean Heywood, Managing Partner, MR Barber Shop & Urban Lounge
Claudia Virgilio, Vice President Western Region, Performics
Rogelio (Ro) Choy, Chief Revenue Officer, RockYou

Summary of presentation: This session will explore best practices in how marketers can leverage the social web as a simple way to quickly build and manage effective campaigns. Our panel of experts will share their first-hand experience and help marketers gain a better understanding of what they can do to maximize their success through the use of these tools.

Talking to the CMO. CMOs love funnels. They want to see reach, how to engage, and how to convert to leads.

There is a digital marketing funnel.

Proving the missed opportunity in search. Use fact. Use data. Get their attention. Identify the opportunity and show what the actual reach or share is. Compare it to competitors. Show them they need to act. Reach searchers. Show what the missed opportunity is.

Then there is the "beauty contest" approach. Pick a brand a do a pilot program "Fish where the fish are". Show the engagement rate (phone vs. IM, for example). Great story, illustrates success.

Go for peer pressure; show what other people are doing. Start at the top and work your way down. Demonstrate how traditional tactics and digital marketing can integrate to create a compounded event. Invest people, content and culture. Show a measurable result. Demonstrate which tactic work, marketing mix analysis is valuable. For instance: search and webcasts. How do you integrate digital tactics?

Increase number of non-core clients. Marketing leaders are looking at that.

Another important idea with search is that this is a culture change. Spend the time educating them. Educate the whole community of marketing team. Invest by engaging all the people involved. Find someone who has access to the decision makers you're trying to reach. Tell the story. Get more champions. Pick one or two key tactics to start. Prove the success. Now you have a track record. Focus on the priority. Zero in on key measurements.


CMO Myths:

It's not a very "sexy" job. Very serious people. Focused on the numbers. The actual view. The CMO role is pulled in many directions. Very tied to the CEO. Responsible for marketing. Supporting sales. About gathering and generating leads. Responsible for PR and media. All have to come together to form a cohesive environment. Engaging the audience is the ultimate goal.

Do's and don'ts: DO your homework when communicating with the CMO. Know their business if you're going to sell to them. DO pay attention to what the CMO is saying. Talk about positive change, not how bad it is now. Outline constructive solutions. Be mindful that the CMO is being pulled in many directions.

DON'T give them too much info about the company. Be brief. Don't spam. Don't assume you're needed. Don't assume anything.

The view from the Como’s office: The average tenure is 23.2 months. It's short. 50% of today's CMO were brought in to fix something that was broken. The marketing mix today is much more diverse, spans a lot more functions. It is the most complex functions that exists.

What is in the marketing mix? Branding, advertising, internet, budgeting, customer data, customer experience, product matrix, sales….the role of the CMO is now the chief customer experience officer. The entire experience, from engagement to customer to return customer. Progress is blocked by change resistant cultures.

The customer is the whole picture so integrating data is imperative. Constant struggle for control. Some lack critical control of some aspects of marketing, like spend.

Where does search fit it? Marketers intend to spend but they demand measurement and metrics. Largest allocation of marketing is going towards online, away from traditional marketing spend. However, results and return from online are unclear to CMOs in general. There is a language barrier too. Social concerns marketing executives.

The challenge includes search. Where will you get that successful CMO? If they own the customer experience, they'll be successful. Show them how they can track the client through the entire customer experience. Advance the role of Chief Sales Support Officer. Lay down a business case for WHY they need it. Correlate it to something tangible. When you talk to a CMO: be brief. Be brilliant. Be gone.



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