{"id":5316,"date":"2018-10-26T05:02:53","date_gmt":"2018-10-26T12:02:53","guid":{"rendered":"https:\/\/3.14.248.234\/?p=5316"},"modified":"2020-06-26T18:06:14","modified_gmt":"2020-06-27T01:06:14","slug":"cmo-dying-job-coca-cola","status":"publish","type":"post","link":"https:\/\/bamf.com\/cmo-dying-job-coca-cola\/","title":{"rendered":"CMOs Are A Dying Job. Here\u2019s Why That\u2019s A Good Thing"},"content":{"rendered":"<div class=\"postArticle-content js-postField js-notesSource js-trackedPost\" data-post-id=\"5123e1f8d51f\" data-source=\"post_page\" data-collection-id=\"bcef4e977c3b\" data-tracking-context=\"postPage\" data-scroll=\"native\">\n<section class=\"section section--body section--first section--last\">\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<p id=\"8b1c\" class=\"graf graf--p graf-after--figure\">The CMO job is dead.<\/p>\n<p id=\"436b\" class=\"graf graf--p graf-after--p\">Namely, it\u2019s becoming\u00a0<a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.emarketer.com\/Article\/Spending-on-Data-Driven-Marketing-Set-Rise\/1015010\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-href=\"https:\/\/www.emarketer.com\/Article\/Spending-on-Data-Driven-Marketing-Set-Rise\/1015010\" data->definitively data-driven<\/a>. It\u2019s routine now for marketing departments to prioritize and invest in functions like:<\/p>\n<ul class=\"postList\">\n<li id=\"23fe\" class=\"graf graf--li graf-after--p\">Personalizing campaigns by tracking user behavior<\/li>\n<li id=\"633b\" class=\"graf graf--li graf-after--li\">Measuring ROI on disparate marketing strategies<\/li>\n<li id=\"322b\" class=\"graf graf--li graf-after--li\">Adjusting tactics in accordance with the resulting analytics.<\/li>\n<\/ul>\n<blockquote id=\"ef3c\" class=\"graf graf--blockquote graf-after--li\"><p><strong class=\"markup--strong markup--blockquote-strong\">In other words, startups now treat marketing like it\u2019s a science.<\/strong><\/p><\/blockquote>\n<p id=\"5bd2\" class=\"graf graf--p graf-after--blockquote\">It wasn\u2019t always like this, and the adjustment has created a variety of internal repercussions. The most noteworthy? Founders from <a href=\"https:\/\/www.businesslive.co.za\/redzone\/news-insights\/2017-05-31-death-of-the-cmo-role-a-major-opportunity\/\" rel=\"nofollow noopener\" target=\"_blank\">startups to Co-Cola<\/a> are restructuring their organizations and abandoning the role of Chief Marketing Officer (CMO) in favor of something more dynamic: the Head of Growth or Chief Growth Officer.<\/p>\n<p id=\"653d\" class=\"graf graf--p graf-after--p\">People who currently hold CMO roles may bemoan the shift. But for companies, it\u2019s the smart play. Here\u2019s why.<\/p>\n<h3 id=\"2d62\" class=\"graf graf--h3 graf-after--p\"><strong class=\"markup--strong markup--h3-strong\">The role of CMO is obsolete.<\/strong><\/h3>\n<p id=\"37b9\" class=\"graf graf--p graf-after--h3\">For a long time, the responsibilities of most CMOs looked something like this:<\/p>\n<ul class=\"postList\">\n<li id=\"13cb\" class=\"graf graf--li graf-after--p\">Identify marketing agencies to outsource marketing work to.<\/li>\n<li id=\"cc4c\" class=\"graf graf--li graf-after--li\">Identify software applications which might drive marketing work in-house.<\/li>\n<li id=\"28b0\" class=\"graf graf--li graf-after--li\">Coordinate the logistics around making and sustaining those purchases.<\/li>\n<\/ul>\n<p id=\"22c7\" class=\"graf graf--p graf-after--li\">Traditionally, this type of marketing made little use of analytics, but that was fine because data was less available. Marketing was less a science than it was an art \u2014 and because of that, companies needed CMOs with a pulse on the market and connections in the industry to run the show.<\/p>\n<blockquote id=\"0eff\" class=\"graf graf--pullquote graf-after--p\"><p>But times have\u00a0changed.<\/p><\/blockquote>\n<p id=\"88c3\" class=\"graf graf--p graf-after--pullquote\">In our digital world, engagement with your brand, excitement about your products, loyalty \u2014 it can all be quantified, turned into data you can draw analysis from. And using data to inform your decision making is a much better way to market your business. Data-driven marketing equips you with the tools you need to make informed decisions about how to engage with current and potential customers.<\/p>\n<p id=\"e3c3\" class=\"graf graf--p graf-after--p\">That means founders today need marketing leaders who are positioned to utilize the wealth of personalized customer information that\u2019s now available by way of digital technologies. They need marketing professionals who understand how to distill intelligence from analytics to improve ROI.<\/p>\n<h3 id=\"3426\" class=\"graf graf--h3 graf-after--p\"><strong class=\"markup--strong markup--h3-strong\">Enter: the Chief Growth Officer.<\/strong><\/h3>\n<p id=\"04b6\" class=\"graf graf--p graf-after--h3\">The Chief Growth Officer embodies the data-driven approach. They study what available evidence regarding their customers will be effective, and they use that to determine how to move forward.<\/p>\n<blockquote id=\"b035\" class=\"graf graf--blockquote graf-after--p\"><p><em class=\"markup--em markup--blockquote-em\">That\u2019s\u00a0<\/em>what today\u2019s marketing experts are positioned to do\u200a\u2014\u200aand it\u2019s simply more efficient.<\/p><\/blockquote>\n<p id=\"542c\" class=\"graf graf--p graf-after--blockquote\">This is especially true when you compare it to the un-scientific approach employed by traditional CMOs. Traditional CMOs, who are often uncertain around using metrics, will use anecdotal evidence over hard data when determining whether a marketing campaign has been successful.<\/p>\n<p id=\"194e\" class=\"graf graf--p graf-after--p\">And leading with fiction over fact, in the end, can greatly damage a company.<\/p>\n<p id=\"d0c1\" class=\"graf graf--p graf-after--p\">Today\u2019s startups are positioning themselves to avoid that sort of self-inflicted harm. We insist on operating intelligently and with purpose \u2014 on measuring ROI and using the insight gleaned from that analysis to drive strategy, for example.<\/p>\n<p id=\"7947\" class=\"graf graf--p graf-after--p\">Another way of looking at it? Founders need the people powering their marketing processes to understand today\u2019s world \u2014 the possibilities allowed by technology and social media, and the capacity of customer classification.<\/p>\n<p id=\"0c32\" class=\"graf graf--p graf-after--p\">Shifting away from the old guard essentially means embracing these new capabilities.<\/p>\n<h3 id=\"ae00\" class=\"graf graf--h3 graf-after--p\"><strong class=\"markup--strong markup--h3-strong\">If you\u2019re someone on the CMO track, now\u2019s the time to double down on your technical skills and revamp your skillset.<\/strong><\/h3>\n<p id=\"3514\" class=\"graf graf--p graf-after--h3\">That\u2019s the only way you\u2019ll survive in today\u2019s digital climate. Teach yourself:<\/p>\n<ul class=\"postList\">\n<li id=\"9184\" class=\"graf graf--li graf-after--p\">The ins and outs of Facebook advertising<\/li>\n<li id=\"421a\" class=\"graf graf--li graf-after--li\">What sort of content is interesting, and engaging, and what\u2019s not<\/li>\n<li id=\"6b1b\" class=\"graf graf--li graf-after--li\">How to build attribution models<\/li>\n<li id=\"3588\" class=\"graf graf--li graf-after--li\">How to build and interact with spreadsheets to accurately present intelligence generated by collected data.<\/li>\n<\/ul>\n<p id=\"b137\" class=\"graf graf--p graf-after--li\">It\u2019s a lot, but it\u2019s the key to staying relevant. Your connections will only get you so far for so long.<\/p>\n<h3 id=\"a52b\" class=\"graf graf--h3 graf-after--p\"><strong class=\"markup--strong markup--h3-strong\">If you\u2019re a founder building out your marketing department, embrace the shift and look for someone with a strong analytics background.<\/strong><\/h3>\n<p id=\"2203\" class=\"graf graf--p graf-after--h3\">That means:<\/p>\n<ul class=\"postList\">\n<li id=\"bac1\" class=\"graf graf--li graf-after--p\">Someone with experience navigating database management languages like SQL<\/li>\n<li id=\"1616\" class=\"graf graf--li graf-after--li\">Someone with experience using Python and Excel<\/li>\n<li id=\"9905\" class=\"graf graf--li graf-after--li\">Someone with experience using Facebook ads manager<\/li>\n<li id=\"b158\" class=\"graf graf--li graf-after--li\">Someone with an understanding of SEO.<\/li>\n<\/ul>\n<blockquote id=\"bfdb\" class=\"graf graf--blockquote graf-after--li\"><p>Your Chief Growth Officer should also understand how to build a content marketing funnel and know what great content looks like.<\/p><\/blockquote>\n<p id=\"c4dc\" class=\"graf graf--p graf-after--blockquote\">As a founder, what you want to avoid is hiring someone who can\u2019t derive logic from data. If you\u2019re running a one-month trial and users are quitting at the 14-day mark, your marketing team has to be able to identify why.<\/p>\n<p id=\"db59\" class=\"graf graf--p graf-after--p\">That\u2019s a basic example, and the possibilities of today\u2019s world go much deeper than that, but they\u2019re also more\u00a0<em class=\"markup--em markup--p-em\">exciting<\/em>.<\/p>\n<p id=\"adb4\" class=\"graf graf--p graf-after--p graf--trailing\">Ditch the old way, and position yourself and your company to dive in and embrace the future.<\/p>\n<\/div>\n<\/div>\n<\/section>\n<\/div>\n<footer class=\"u-paddingTop10\">\n<div class=\"container u-maxWidth740\">\n<div class=\"row\"><\/div>\n<\/div>\n<\/footer>\n","protected":false},"excerpt":{"rendered":"<p>The CMO job is dead.<\/p>\n<p>Namely, it\u2019s becoming\u00a0definitively data-driven. It\u2019s routine now for marketing departments to prioritize and invest in functions like:<\/p>\n<p>Personalizing campaigns by tracking user behavior<br \/>\nMeasuring ROI on disparate marketing strategies<br \/>\nAdjusting tactics in accordance with the resulting analytics.<\/p>\n","protected":false},"author":4,"featured_media":17137,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"ub_ctt_via":"","footnotes":""},"categories":[539,3382,114,293,3258,3381,3380,3252,3253,3379],"tags":[],"featured_image_src":"https:\/\/bamf.com\/wp-content\/uploads\/cmos.jpeg","author_info":{"display_name":"Houston Golden","author_link":"https:\/\/bamf.com\/author\/josh\/"},"acf":[],"_links":{"self":[{"href":"https:\/\/bamf.com\/wp-json\/wp\/v2\/posts\/5316"}],"collection":[{"href":"https:\/\/bamf.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bamf.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bamf.com\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/bamf.com\/wp-json\/wp\/v2\/comments?post=5316"}],"version-history":[{"count":0,"href":"https:\/\/bamf.com\/wp-json\/wp\/v2\/posts\/5316\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bamf.com\/wp-json\/wp\/v2\/media\/17137"}],"wp:attachment":[{"href":"https:\/\/bamf.com\/wp-json\/wp\/v2\/media?parent=5316"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bamf.com\/wp-json\/wp\/v2\/categories?post=5316"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bamf.com\/wp-json\/wp\/v2\/tags?post=5316"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}