Marketing is transforming as gracefully (not always prettily or painlessly) as possible into embracing technology and automation to support and improve its effectiveness and efficiency. Marketing execs have gotten really good at measuring campaign ROI by using tools from companies such as Marketo, Aprimo, HubSpot, Eloqua, and Salesforce.com.
I humbly sit on the Marketing Accountability Standards Board (MASB), among some of the greatest minds from universities, commercial organizations, and practitioners who are now changing marketing for the better. The purpose of this board is to develop the universally accepted standards for all global marketing professionals. Why?
It is amazing how statistics and data can sometimes answer questions that are very debatable and controversial, especially in marketing and advertising. Advertising for me is like an arrested person in court, with the exception that advertising isn’t afforded the presumption of innocence.
I recently wrote an article about CEOs and CMOs needing to be more aligned. The article focused on CEOs applying more pressure on CMOs to prove their value. I made some suggestions for CMOs to get into the driver’s seat by leveraging consumer information as a precious asset.