Chief Marketing Officers (CMOs) have traditionally overseen campaigns, content, communications, branding, advertising – they still do. However, advanced tools like CRMs and sales intelligence platforms in data-driven environments have caused their role to be constantly evolving.
Imagine a data-driven CMO. If you pictured someone on a desk crowded with several computer screens obsessively checking his smartphone and spreadsheets, you have pictured a CMO who hasn’t been making the best use their enterprise’s data.
A recent report by Accenture Analysis states that only 1 percent of CMOs believe they are responsible for digital innovation within their company:
A data-driven CMO have useful strategies that give them an edge over most of the CMOs in the big data world we live in today. They get their stories from the information available to them and executes data-driven and strategic campaigns and communications that gets your company noticed and helps you win new audiences. Data-driven CMOs get the stories they need from the information that is available to them and execute data-driven campaigns that turn heads and win new audiences.
The transition to a data-driven CMO has been fed by access to an increasing number of digital marketing and media channels, along with newer avenues for generating leads and reaching customers.
Marketers, today, have played a notable role in creating and interpreting data. Putting all that data to use will ultimately contribute to the success of the companies they represent. So, what does a data-driven CMO really do to stand out from the rest?
1. He knows his data
The vastness of data that marketers use has always been on the rise, but marketing platforms and sales intelligence tools haven’t kept pace. A data-driven CMO makes sure the CRM and sales intelligence platforms he chooses can handle your business, data volume and various data sources.
2. Uses data to develop consumer understanding
In today’s B2B scenario, people keep moving between companies, products, platforms, and devices. This creates a challenge in fragmentation of customer personas. But they leave a trail of data and when they do it, capturing it and using it are the traits of a data-driven CMO.
3. He strikes a balance between creativity and data
A CMO should be able to strike the right balance between the traditional creative take on marketing and the analytical approach to data that drives real business success. His decisions must be data-driven, result-oriented, and smart.
4. He focuses on building a data-driven culture
A data-driven CMO understands that data must be accessible, approachable and actionable. Marketers can’t fully utilize the power of data if they don’t have adequate access to relevant numbers or don’t know how to use them properly. He pushes his team members to engage in both data-driven planning and data-driven decision-making.
5. He values his data analysts
He understands that sales intelligence, at the end of the day, is just human intelligence. While advanced marketing platforms and B2B sales intelligence tools are easier and quicker to use, you still need someone sourcing new data from fresh sources, adding new columns, and building new taxonomies and algorithms.
With SMARTe’s continuously refreshed B2B marketing intelligence, marketers can help sales build a bigger pipeline by generating better leads with targeted campaigns, to the right person, at the right time. We’re backed by two of our flagship products – InfoGenie and DataGenie. As a true agile Data-as-a-Service partner, we at SMARTe provide ‘high quality global contact data’ fueled by data science and supported by 200+ data experts who build taxonomies and algorithms. For over a decade, we have helped our clients find accounts to target, and turn any new lead into a complete and detailed customer profile within seconds and in a few clicks. We have provided them with relevant insights to target their Ideal Customer Profile with precision, impeccable content and perfect messaging. Our products are backed with high-end tech that offer limitless possibilities.