Data Challenges in the life of a CMO

Over a decade, of all the changes we’ve observed in the B2B world, perhaps the most interesting has been the evolution of the marketing function and the chief marketing officer (CMO) role. Numerous factors (largely technology-enabled) are making the CMO’s life increasingly complex. The shift from mass marketing to highly targeted client outreach and interaction, the rise of online aggregators and the mounting importance of direct distribution channels have all upped the demands on marketing leaders. Additionally, with the growing ability to dig deep and scrutinize data to drive costs and ROI management, the marketing function now has a much stronger impact on operational performance.

Outlook for 2017 – Data & Insights

Insights are only as good as the data from which they’re gleaned, so one of the most important roles the CMO steps into is that of a data miner. Understanding the data recency of the humongous in-house data residing on his team’s CRM/MAP tools along with client data insights needs to go hand-in-hand when focusing on prospective target market. Thus, CMOs can’t only be concerned with the breadth of data, but also need to stress on the data quality. Whatever the type of data, it’s up to the CMO to strategize on how to best gather and mine that data to produce usable insights. Superior data makes for superior decision-making, so it starts at the ground level for most successful CMOs. Armed with data and analytics, CMOs must now transition from miner to refiner.

According to the Harvard Business Review, “30 percent of companies believe they understand their customers’ needs well enough to identify what initiatives will drive growth.”

That leaves 70 percent of CMOs with the data, but not the actual insights to create a clearer picture of buyer activity. Even the most sophisticated intelligence on the planet is useless if the CMO can’t then develop an analysis strategy that extracts the most important insights from the information. It’s true that CEOs can help create an Ideal Customer Profile, but it’s the CMO who knows the most about clients and their experiences. By leveraging data with a CMO’s natural understanding of human behavior, he or she plays a vital role in enhancing customer service, driving sales, and ultimately, the overall success of the organization and ensuring streamlined business ROI flow.

How SMARTe can help CMOs

It is with these insights that a CMO can truly utilize SMARTe to its full potential to understand the in-house data insights along with spreading its target market outreach. Using SMARTe, CMOs can refine their databases with up-to-date, relevant and accurate contact information for every business they target, including generating the names of multiple decision makers/influences at each organization.

SMARTe DaaS Offerings include:

  • Bespoke Contacts – Global Technology Install-Base & Contact Discovery; 100% phone verified & SLA guaranteed; Double Opt-In – Ideal for ABM and highly targeted campaigns
  • Relevant Contacts – Real time Global Prospect discovery/enrich and Tech Install from 300 Million Global Contacts; Web verified (No Direct Numbers)-Ideal for Mass campaigns – Mass Data Append
  • Data Sanitization – Web forms, Events, Tradeshows, Conferences and CRM Data Cleansing / Validation / Enrichment
  • Data Audit – Pioneering data hygiene philosophy – Data Health Check, TAM/White Space/GAP analysis, Mass Data Append
  • Data Strategies – Help identify look-alike customers, buyers – low hanging fruit prospects

We have aided top-level CMOs from large enterprise companies in providing functions such as CEO, CIO, VP, Director, Sales & Marketing, and IT & Security, to name a few. If you are interested in seeing what data insight you can glean from your target market, feel free to reach us at call +1 (408) 834 8842, or email