Tag: Marketing Analytics

Advice for CMOs in Their First 100 Days

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Joining a company as the new chief marketing officer can be an intimidating affair. There are new team members to meet, historical strategies to digest, and an overwhelming pressure to make an impact early in your tenure. With the rest of the C-Suite reminding you of the needs to generate demand and to calculate ROI on every expenditure, it is easy to find yourself being pulled in multiple directions and forced into “ready, fire, aim” mode. Luckily, Paige O’Neill is here to help on this special episode of Renegade Thinkers Unite.

As the new CMO of Sitecore, an integrated CMS, and e-commerce solution, Paige is an expert at handling new roles in marketing departments, having been through the process on multiple occasions. Dubbing herself as the chief marketing “synthesizer,” Paige has a knack for synthesizing all the information that is thrown her way and gaining a quick understanding of the company’s goals and priorities. Having worked as a CMO for large companies as well as start-ups she continues to add to her extensive toolkit, taking away something new from each experience. Listen carefully as Paige details the critical steps every new CMO should take to ensure they too get off to a successful start.

Click here to listen and learn how to navigate your first 100 days.

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What You’ll Learn

Don’t be afraid to ask big questions during your first 30 days

When Paige stepped into her new role as CMO, she understood the importance of asking the right questions within the first 30 days. Recognizing the key stakeholders within the company is one of the biggest objectives you should have as a new chief marketing officer.

You also have to “become a synthesizer” of all of the information being thrown your way. Understanding the company’s current priorities, current team roles, and workflow processes are all important to understand soon after joining the company. The sooner you ask these big questions and understand the answers, the faster you’ll be able to start actually marketing and leading your team.

Here’s how to approach your new marketing team

Being hired as a new CMO means being paired with a brand new team of marketing employees. Or, you’ll be tasked with hiring your own new team. Paige outlines a few key questions that can help you navigate this complex process:

  • What are the strategic goals of the company?
  • How is the marketing team going to contribute to that growth?
  • What’s holding the company back from the current objectives?
  • What vacancies and gaps are there in the current team?

She encourages new CMOs to “be your own best case scenario” and to not let distractions get in the way of securing a great team. If you take the time to build solid relationships with your coworkers early on, the rest of your first 100 days will go much smoother.

Consider Paige’s best advice for your first 100 days as a new Chief Marketing Officer

During your first 100 days as a new CMO, Paige explains that you will have to embrace and lean into the difficult conversations. On this episode, she shares a list of things that are important to work on during the first 3 months in a new role:

  • Build key relationships
  • Learn the business
  • Shore up the team and prioritize hiring
  • Figure out the quick wins that buy you time for longer-term projects
  • Prioritization goal alignment
  • Articulate a vision
  • Be mindful of how you’re spending your time – don’t be afraid to say no

By keeping these areas in mind as you work in a new company, your first 100 days as a new chief marketing officer are sure to be successful.

Timeline

  • [0:28] Paige is here to help CMOs understand steps to take in their first 100 days
  • [2:54] Paige’s Renegade Rapid Fire segment
  • [13:33] Don’t be afraid to ask big questions in your first 30 days
  • [17:55] How do you ensure your observations are true?
  • [19:40] How long should you take to make your first sets of decisions?
  • [25:37] Here’s how Paige approaches a new marketing team
  • [34:09] This advice is key for the first 100 days in a new CMO role

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Resources & People Mentioned

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How Looker is Enhancing Marketing Data Analytics Through Organization and Face-to-Face Communication

Posted on by Drew Neisser

The sheer amount of data any company collects can quickly become overwhelming if it’s not managed efficiently. As a CMO you have to have control of the data and understand how it flows throughout your organization. That’s why companies like Looker exist – to help you make sense of the data and use it to your advantage.

In this episode of Renegade Thinkers Unite, Looker’s CMO, Jen Grant, talks with Drew about why her unique background allows her to understand the art and science behind connecting everyone to your company’s brand message. She also shares why it’s important to simplify your company’s core message down to just a few phrases.

Not only does Jen explain why actual face-to-face interaction is even more critical in today’s B2B marketing environment, she also discusses how Looker is achieving just that. You also don’t want to miss her best advice for CMOs.

Jen conveys the heart of marketing in such an intriguing way in this episode – you don’t want to miss it. (Click here to listen now).

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Why data organization is so important and the art and science of connecting people to your company’s true message

Without a user-friendly and complete data analytics system, critical insights that could be derived from your company’s data go undiscovered. Companies such as Looker provide an easily understood way of compiling individual data silos into one platform that can be shared across multiple employee teams. Once your data is organized in an effective manner, you can then use this data to enhance your company’s ability to spread your brand message. Data that is easily accessed and understood becomes a tool for creative storytelling that elicits an emotional response from your target market – ultimately creating more success for your company.

How Looker is bringing actual human interaction into B2B marketing, and why your company should be doing the same

Jen explains to Drew in this episode that Looker really wants to push face-to-face marketing because of the human connections that come from that process. But she warns that these in-person events cannot just be a drawn-out sales pitch. It has to be about creating genuine connections with people in your industry and regions, which then opens the door for future sales. These events are also an incredible resource for first-person stories that can be shared with your team and customers. In our technology-driven world, actual human interaction events can set your company apart from the rest, and you’d be surprised at just how effective they can be. Be sure to listen to this episode so you don’t miss out on Jen’s engaging story behind Looker’s journey in face-to-face B2B marketing.

The top two “do’s” and one critical “don’t” in data analytics

Because of Jen’s long history in marketing, and her unique background in theatre and English, she has a unique set of advice for CMOs. She suggests that companies get all of their data centralized so that every team can see the whole picture – not just snippets of information. She also is a huge proponent of as many people as possible looking at your company’s data, because you never know where your next great campaign idea might come from. Finally, she doesn’t want CMOs to forget the innate nature of marketing. While technology, reports, and team meetings are all critical pieces of the data analytics process, she encourages CMOs to remember their gut intuition when it comes to taking a leap of marketing faith. Her insights are sure to be useful to your company in 2018, so be sure to listen to this episode of Renegade Thinkers Unite.

What You’ll Learn

  • [2:20] Drew introduces his guest for this episode, Jen Grant, CMO of Looker
  • [2:43] Jen shares her unique background story and how she got started in marketing
  • [4:25] The key lessons Jen learned while working with Google
  • [10:17] Looker’s purpose and story simplified into just a few words
  • [13:17] How Looker’s technology allows data to be seen and enacted upon for their customers
  • [17:16] What Looker’s data processing system looks like
  • [20:00] Where Looker falls within the “stack” of data systems
  • [22:21] Jen shares Looker success story case studies
  • [26:56] The marketing efforts Jen has completed to combat Looker’s awareness challenge, outside of the data industry
  • [34:31] Balancing tailored regional needs to overall company brand messages
  • [37:54] The toughest lesson Jen has learned in the marketing world
  • [39:30] Jen offers her “two do’s and a don’t” for data analytics

Connect With Jen:

Connect with Drew