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The CMO Agenda and Digital Marketing Transformation

By September 23, 2018 No Comments

We live in an increasingly digital, data-drive world. We know more about our customers than at any other point in history.

John Wanamakers’ classic marketing maxim that “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” is no longer valid. The CMO agenda has radically evolved, moving away from brand amplification and vanity metrics to a clear need to measure and demonstrate the value marketing brings to a company’s bottom line.

Historically, that’s been a very big ask indeed.

In a nutshell, that means being able to deliver optimized experiences at scale and report on the fiscal impact of marketing activities – and that meant stitching together multiple systems more or less manually.

Hard integration yards, epic code budgets and a plethora of platforms that need to talk to each other.

Digital transformation in marketing demands exactly this – marketers need to deliver personalized experiences that drive conversions, and B2B sales professionals need real MQL’s that convert to meaningful sales accepted leads.

Its no mistake that Scott Brinker suggests the largest undertaking facing marketing today is to unify customer data at the stack level – enabling customer intelligence to be used to improve marketing and drive ROI across channels.

So, a freshly minted CMO has a lot more on the plate than a brand or website refresh – it’s a perfect opportunity to achieve 4 super-critical outcomes:

  • Deliver an optimized customer experience that boosts critical business conversions.
  • Deliver a single view of the customer across channels.
  • Deliver meaningful and reportable marketing and platform ROI outcomes
  • Cross the marketing and sales divide to present powerful and accurate MQL’s from digital channels.

Happily, Sitecore customers have the power and platform capability to do exactly this – better yet they can achieve this quickly and efficiently.

Consider the above transformation list against Sitecore capabilities:

  • Deliver an optimized customer experience that boosts critical business conversions.
  • Native Sitecore analytics, personalization and optimization tools.
  • Deliver a single view of the customer across channels.
  • Sitecore xDB in conjunction with xConnect can capture and share virtually all customer intelligence with adjacent Martech and CRM systems.
  • Deliver meaningful and reportable marketing and platform ROI outcomes.

Engagement analytics and a meaningful engagement value scale does exactly this, easily and elegantly.

Cross the marketing and sales divide to present powerful and accurate MQL’s from digital channels.

Native integration with Salesforce and MS Dynamics, as well as an open architecture via xConnect can achieve CRM integration at a fraction of previous effort.

So, it comes down to will – does your organisation want to succeed in the digital age?

Or not?

John Wanamaker’s old, but classic, marketing dilemma has been replaced with this absolute truism – the CMO must drive change that empowers both revenue growth for their business and become the voice of the customer to drive superior digital experiences.

They either own and drive change, or they do not.

There is no middle ground.

Author Ryan Pape

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