The Chief Marketing Officer & Strategy
Success in the CMO role includes bringing in new customers into the business. To ensure that that happens, CMOs need to formulate the right kind of marketing strategy to match and complement the business plan.
Jobs to Be Done
Understanding the jobs customers want products to do touches every part of product marketing, customer segmentation, messaging, sales strategy and sales processes. Many times motivations can be hidden and even seem irrational. A marketing strategy presumes nothing, and will explore what knowledge needs to be gained from customers.
Deep Customer Insight
Along with fundamental demographic and psychographic data, successful CMOs go deeper into all kinds of questions about motivations and timing, such as What time did people buy or consider buying products? What were they wearing? Were they alone?
Research that Leads to Innovation
The purpose of researching is not to replicate whatever competitors are offering, but to try to think of ideas to make it better or different. Before you can sell within a successful sales process, you should establish a substantive value proposition for clients to establish sales traction.
Selecting Marketing Channels
Companies now have many promotional, influencer, social media and traditional advertising options. Understanding buying centers, personas and roles, particularly in B2B is critical.
Sales Funnels & The Buyer’s Journey
The sales funnel starts with awareness, then interest, desire, and ends with action. For each step of the journey, companies have to determine which channels can achieve each of its goals.
Integration with Sales
Achieving marketing and sales alignment can be complex, and success often requires overcoming significant cultural barriers and the complete transformation of the marketing and sales model.
Marketing strategy hinges on the ability to measure key lagging, leading, and behavioral indicators. These KPI’s help develop a great pipeline and forecasting process. Equally important, they provide the roadmap for front-line sales management, insights, and coaching. Clarity around metrics is also central to effective sales analytics and reporting.
An effective sales strategy leverages technology. A great CMO knows how to maximize their sales technology stack, including CRM, marketing automation, and enablement tools