We love talking about the hottest and most exciting opportunities in marketing. But for some occupations, the window is closing.
For marketers, the corporate ladder traditionally is missing a rung or two. Climb to the lofty heights of CMO-dom, sure. Oversee a billion-dollar marketing budget, no problem. But run the whole show? That was best left to the masters of finance, operations and business development.
For years, the division between marketing and IT departments has been held up as an example of the old way of doing business: rigid silos, all housing information to be doled out on a strict need-to-know basis.
Attribution is the delicate blend of art and science that credits a marketing conversion to the various inputs and stimuli that prompted a target to take action. However, the basket of castoff crafter’s yarn in your average thrift store has fewer tangles than today’s typical customer journey.
“Who is the customer?” It was once a revolutionary question. Marketing leaders could chart a successful course for years based on a compelling and pithy answer. But in fast-shifting marketplaces, a stale answer to this question means budgets can be wasted chasing people who are no longer interested in the brand, are already loyal customers, […]
For accomplished professionals, the allure of working at a startup is powerful. This is especially true for individuals who have spent decades building their careers at large corporations.
Social media has its tendrils in every market and buyer journey, from the most ephemeral consumer goods to complex sales of business services. It’s so entrenched that the Content Marketing Institute considers “social media whiz” one of the five distinct CMO candidates of the future.
Tomorrow’s CMOs can’t predict which channels and media will be most relevant, but they do need to be ready to keep what works and jettison the rest.
Chief digital officers (CDOs) have sprung onto the scene to bring order, perspective, and focused leadership to the explosion of digital channels and strategies.
“When art and commerce meet, generally there’s chaos, noise, and weirdness. A CCO knows how to blend art and commerce with as little collateral damage as possible.”