Action Points
- Focus on selling solutions, not products. Digital transformation means that many technology sales, especially SaaS projects, are happening without any involvement from the IT director. It is essential that marketing can focus on how products help customers on their journey, rather than talking about features.
- Learn data analytics. The increased use of data analytics and digital data has transformed the way marketing is viewed, but it also puts pressure on the CMO to provide actionable data insights and demonstrate solid ROI from marketing spend.
- Develop systems that support collaboration between sales and marketing. The CMO can make a huge difference to sales, but it is essential that leads and conversions are tracked, and the value reported.
- Now is the time to move from a product-based marketing structure to an ABM structure. Focus on engaging with the same customer in different ways throughout their journey not just at specific points in the sales cycle.
- Use technology to support collaboration with customers and become a partner. This might mean partnering in creating thought leadership content or a networking event, but good collaboration can also drive changes in product development.
- Virtual events have enormous potential for marketing but must be used appropriately, in a data-led manner. Using new platforms and allowing for the use of debate, interactivity and polls can allow for engaging events that let you connect with customers in new ways.
- Use technology to support real world events. Eventually we will see a return of some big, real world events. The CMO can support these events with digital activity, whether through social media listening and engagement, targeted feedback polls or advertising.
- Prepare for the evolution of the CMO. In the next few years we expect to see an emerging role of a ‘chief collaboration officer’ that may replace or work alongside a traditional CMO.