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The Fate of the CMO with Lynne Capozzi, CMO of Acquia
#CMO #ChiefMarketingOfficer #personalization #martech
If McDonald’s cut its CMO role, is anyone safe?
Latané Conant, CMO of 6sense, and Lynne Capozzi, CMO of Acquia, ask:
-Who’s in charge of great big websites? (think the Superbowl or Johnson & Johnson)
-Has the CMO role gotten too big? Are CMOs doomed?
-Do B2B marketers have to personalize, or is that only for B2C?
-Why does 6sense’s web team just want Latané to watch more tv?
-What’s on Lynne’s 6sense dashboard?
-What’s the job of a CMO during an acquisition?
-Is the term “persona” overused in marketing?
========
Sneak preview:
Latané Conant: We've done is we've sort of, again, created our own operations organization that has CRM, has all of our tech staff.
Lynne Capozzi: Right.
Latane Conant: I don't know if eventually that graduates to IT or not, or if it's the right way to do it. But I think that does end up happening, because you have to have those skills, and if you're not getting them somewhere else, you go and build them.
Lynne Capozzi: Yeah, absolutely. I have a marketing operations team, as well, and they are within marketing. And now I have a couple of people that just do analytics, so they're analysts. I have a business intelligence person that's in that team, as well. And they're in the whole marketing operations team.
And it's a different skillset than what I would have hired for even five years ago. It's the ones that are really the data analytical people and the ones that are kind of behind the scenes. I have my own development team now. So now, within the marketing team, I have software developers that are helping me with my site. And so all of them now sit within marketing. So that's why I think the whole CMO role is so different, because you're managing all kinds of folks that are not true or what were originally marketers. And it's different.
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By 6sense#CMO #ChiefMarketingOfficer #personalization #martech
If McDonald’s cut its CMO role, is anyone safe?
Latané Conant, CMO of 6sense, and Lynne Capozzi, CMO of Acquia, ask:
-Who’s in charge of great big websites? (think the Superbowl or Johnson & Johnson)
-Has the CMO role gotten too big? Are CMOs doomed?
-Do B2B marketers have to personalize, or is that only for B2C?
-Why does 6sense’s web team just want Latané to watch more tv?
-What’s on Lynne’s 6sense dashboard?
-What’s the job of a CMO during an acquisition?
-Is the term “persona” overused in marketing?
========
Sneak preview:
Latané Conant: We've done is we've sort of, again, created our own operations organization that has CRM, has all of our tech staff.
Lynne Capozzi: Right.
Latane Conant: I don't know if eventually that graduates to IT or not, or if it's the right way to do it. But I think that does end up happening, because you have to have those skills, and if you're not getting them somewhere else, you go and build them.
Lynne Capozzi: Yeah, absolutely. I have a marketing operations team, as well, and they are within marketing. And now I have a couple of people that just do analytics, so they're analysts. I have a business intelligence person that's in that team, as well. And they're in the whole marketing operations team.
And it's a different skillset than what I would have hired for even five years ago. It's the ones that are really the data analytical people and the ones that are kind of behind the scenes. I have my own development team now. So now, within the marketing team, I have software developers that are helping me with my site. And so all of them now sit within marketing. So that's why I think the whole CMO role is so different, because you're managing all kinds of folks that are not true or what were originally marketers. And it's different.