Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

How Traditional CMOs Can Get Their Heads in the Digital Marketing Game

How Traditional CMOs Can Get Their Heads in the Digital Marketing Game Blog Feature

December 3rd, 2015 min read

digital-disconnect.jpgGartner Group recently examined the lack of digital marketing experience inside the offices of traditional Fortune 500 companies. This issue was originally researched by Harvard Business Review in 2013. Here are some of their findings.

There’s a digital disconnect in the executive ranks; a leadership vacuum created by a mismatch between expertise and authority.

Like so many other revolutions, digital marketing has taken hold from the bottom up.

Here, we find digital natives steeped in the culture and practice — twenty- and thirty-somethings who came of age on the social web. Squint your eyes and you see tomorrow’s CMOs, but today’s CMO is different.

The corporate attire may be gone, but the assimilation to the new digital culture remains incomplete.

The Rise of Digital Interactions & Accountability

Perhaps digital marketing won’t go native until the natives occupy the executive suite, but I’m betting it will only accelerate. Unlike the open source movement, which was initially about cost, digital marketing is plainly driven by revenue.

Digital experiences and engagement draw consumers closer to a brand personally and more efficiently drive conversions and transactions, both online and off.

Many people, however, long for the bygone days when the big picture of awareness alone was sufficient.

In yesteryear, the CMO could tap dance through the average board meeting, as long as revenue tracked up and to the right. Like Mad Men‘s Don Draper, the CMO became the master of the soft-shoe performance, but with today’s digital techniques, everything is measurable.

Feedback loops tighten, segmentation becomes micro-targeting, and optimizations can happen on the fly or even in real time.

The relationship between investment and impact becomes correlated and causal — and the CMO becomes accountable down to the dime and moment by moment.

This transparency is powerful when quarters are turning into dollars for the business — but potentially perilous when the opposite is the case.

The Digital Difference

What do these “digital CMOs” do differently? They experiment aggressively. They hire smart digital natives and empower them.

They partner with great agencies. They have the humility to admit what they don’t know, the courage to toss out the old playbook, and the confidence to allow digital metrics to illuminate the results.

Gartner predicted that by 2017, the CMO’s technology budget will exceed the CIO’s. Why? Because more often than not, it’s the CMO who is expected to drive this digital transformation, which is deeply dependent on technology.

So what does a traditional CMO need to do to get into the digital game?

Here are a few quick reminders and tips courtesy of Mike Brown at Bowery Capital:

  1. Inbound Marketing Takes Time, and rarely has quick wins. The benefits, however, accrue over time and don’t go away after you spend your money as they do in a traditional media campaign.
  2. Employ a “Shotgun” Strategy – don’t spend a lot of time on “What are we going to create” but just hit the ground running and develop a quick inventory of blog posts, webinars, digital downloads, etc. They will test and iterate quickly and figure out what works and what doesn’t within the first couple of months. Only then can you narrow in on what is working from a content creation standpoint.
  3. Get Ideas From Your Entire Organization –Get everyone in the company to help with your inbound marketing efforts. There is so much gold coming out of sales, marketing, operations, and customer service units that the best CMOs speak with them daily to help generate new ideas. These offices provide “low hanging fruit,” and the best CMOs use it to their advantage.

As Laura McGarrity, VP of Digital Marketing Strategy at Mondo states, “The new digital era requires marketing departments to be forward thinking, to bend with the curve, and to welcome and prepare for the demand.”

Mondo’s view, shared by many others, is that big data will continue to influence how marketers reach customers, and the ability to analyze and interpret that data will be the core driver in optimizing customer engagement across all channels.

There’s an abundance of information available and being able to stay on top of current trends and market shifts is crucial.

Is the average CMO ready to step up to this challenge? They are waiting for the experts in inbound marketing to help them navigate through this lucrative landscape.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE