With the advent of social media, big data, mobile computing, and many other emerging topics, the role of the marketing leaders is rapidly changing.
As Salesforce Marketing Cloud puts it:
“Today’s marketing leader must be more agile, data-focused, and customer-obsessed than ever before. For The State of Marketing Leadership, a joint research report from LinkedIn and Salesforce Marketing Cloud, we surveyed more than 900 senior-level marketers on LinkedIn to learn what’s top-of-mind in their roles — whether director, VP, or CMO.”
The following slideshow highlights the findings of this research report.
Russell Glass is Head of Products for LinkedIn Marketing Solutions. He was formerly the founder, president, and CEO of Bizo, a B2B audience marketing and data platform. Glass is also the co-author of a new book titled The Big-Data Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits.
In a recent article for Adweek tied to his new book, Glass says that:
“The rising importance of data to companies (organizations in general and marketing departments in particular) is changing the perception of marketing’s value. In fact, marketing is now so important that CMOs [chief marketing officers] will make the best next-generation CEOs — thanks to their understanding of data and the customer. Only the marketing department has a clear window on the behavior of the prospect during 90 percent of the buyer’s decision making — the time spent doing research via visits to Web sites, reading online reviews, connecting with peers on social media, and conducting online searches.”
“The CMO’s team has the clearest window into customer and prospect behavior. To sales, the CMO delivers the leads most likely to buy to sales. To finance, the CMO shows his or her team’s revenue contribution. And with IT, the CMO helps built out the marketing technology stack that mediates critical interactions with customers and prospects. The winning companies of the future will be data-driven and customer-focused. No one is in a better position to lead this kind of company than the CMO — the executive who is eminently qualified to be your next CEO.”
Click the image to read more of the Adweek article. Click here to access Glass’s book on Amazon.
Stand out better on LinkedIn, THE premier social networking site for professionals. Don’t treat your LinkedIn page in a casual way. Be serious — and present a great self brand!
Don Goodman, writing for Careerealism, offers these 4 key suggestions. They may sound simple. But are you effectively following all four tips?
Click the image to read more from Goodman.