Tag Archives: CIO

Is Great Customer Service The Ultimate Insurance For Smart Brands?

Tuesday August 18th, 2015

When you sell a product your customers can find elsewhere, is there any way to ensure they’ll turn to you, instead of your competition, when the time comes to make a purchase? Ultimately, that’s the challenge every commodity-based business faces: What can you do to make sure your brand is the clear first choice when… Read More »

Your Fear Of Collaboration Is Bad for Business

Thursday May 14th, 2015

Silos in business persist in large part for one reason: the people in each function —marketing, finance, IT and so on — believe the people in the other functions don’t understand what they do. I suppose it somehow seems easier to avoid one another than to balance priorities across the organization. Unfortunately, though, that kind… Read More »

CMOs: Here’s The Toolkit You Need To Shape Your Data-Driven Marketing Strategy

Tuesday November 4th, 2014

The role of the CMO continues to evolve in tandem with the speed of innovation in marketing technology. In other words, as the landscape changes, so does the job description. Today, there are more venues for commerce, more channels for connecting with prospects and customers, more marketing applications, more avenues for both positive and negative… Read More »

Tough Love For The C-Suite: Marketing IS The Business

Thursday July 24th, 2014

When the famous French philosopher Voltaire wrote, “With great power comes great responsibility,” he wasn’t thinking about the C-suite. But his words certainly apply there. While all the top executive titles—CEO, CFO, CIO, and your role as CMO— represent a high level of achievement and success, they go hand-in-hand with a significant set of challenges,… Read More »

CMOs, Here’s What The CIO Wants To Hear From You

Thursday May 15th, 2014

In the foreword to my book Big Data Marketing, Tom Davenport didn’t mince words. “Whenever I meet CMOs who don’t work closely with their companies’ CIOs, I consider shorting their stock,” he wrote. “I can’t imagine the companies will be successful if marketing and IT don’t get along.” Tom is right, of course. Years ago,… Read More »

Is Your Marketing Stuck In The Dark Ages? How To Become An Enlightened Enterprise

Thursday February 6th, 2014

As I’m sure you’ll all recall from one of the history classes you undoubtedly took as a teenager, the term “the Dark Ages” is used to describe what was happening in Western Europe following the collapse of the Roman Empire. Over that time, little progress was made intellectually or culturally. Instead, various factions waged battle… Read More »

The 5 steps to data-driven marketing: A data-platform company CMO spells out how to untangle the data hairball

Wednesday December 11th, 2013

Corporate data. Marketing data. Big data. All data. Data, data, data. If you’re a business leader, you’re now surrounded by data, and I’m sure you realize there’s value lurking within it. But what can you do to turn data into revenue? Start with marketing and use my five-step plan to put data to work. Step… Read More »

Data-Driven Marketing Step Two: Tear Down The Silos

Tuesday October 1st, 2013

This article is Part Two in a five-part series where I discuss the Five Steps to Data-Driven Marketing. A recent study showed that most marketers believe silos –both internal and external to marketing –prevent them from effectively executing campaigns. Meanwhile, Gartner’s prediction that CMOs will soon be spending more on technology than their counterpart CIOs has IT worried that… Read More »

Data-Driven Marketing Step One: Get Smart, Get Strategic

Wednesday September 25th, 2013

This article is Part One in a five-part series where I discuss the Five Steps to Data-Driven Marketing. “How should we get started?” I’m asked that question all the time. It’s clear that by now, most marketers recognize the link between data-driven marketing and business value. But many remain stumped about how to actually begin putting… Read More »