RV223 - Evolving The CMO Role (Art vs. Science)

35 snips

Nov 19, 2024

Delve into the evolving role of CMOs as they navigate the complexities of B2B marketing. Discover the nuances of communication and how misunderstandings can impact corporate culture. Rethink traditional marketing attribution, focusing on KPIs instead. Learn the difference between demand creation and brand awareness, and why SaaS combined with services is a game changer. Uncover innovative strategies for personal branding on LinkedIn that prioritize value over conventions.

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INSIGHT

CMO Role Misunderstood

Many CMOs are boxed in by mandates focused on trackable leads and pipeline.
This narrow focus leads to poor results and incentivizes the wrong actions.

ADVICE

Split Marketing Functions

Split marketing into strategic (brand/comms) and pipeline production (demand gen) functions.
This separation allows for specialized focus and clearer ROI measurement.

INSIGHT

Demand Creation vs. Brand Awareness

Demand creation and brand awareness are distinct concepts.
Demand creation focuses on making customers desperately need your solution by highlighting their problems.

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