When CMOs Need Marketing Measurement
- AUTHOR Bonnie Crater
- June 27, 2014
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Jake Sorofman, Gartner Analyst, wrote a really interesting blog “The Four Types of CMOs” which outlines (in a 2×2 matrix of course) 4 personalities of modern CMOs and is reflected as the core of Gartner’s Intelligent Brand Framework.
The Data-Centric left side is akin to what we call the marketing scientist. This is a data-oriented CMO who perhaps came through the ranks of product management, product marketing, or a more technical discipline. The quadrants on the right side are what Full Circle would call a marketing artist whose creative training can drive the next great campaign and who probably came up through the ranks of press relations or marketing communications. The best CMOs have talents that are a blend of both. And they hire teams which possess complementary skills.
The challenge of course is that the software tools and processes for B2B marketers on the right hand side are very well developed. The tools on the left hand side are what you might call “slim pickin’s.” Even Dilbert agrees that there’s a lot of guessing about what marketing programs are really impacting revenue.
It’s really true. Only 14% surveyed by SiriusDecisions in 2014 can deliver waterfall analytics across sales and marketing. That means that very few can put together an accurate funnel charts from inquiry to close. No accurate volume, velocity, or conversion rate information. Yikes!