Study: CMO tenure rose to 45 months in 2013 | Top data missteps to avoid | How to implement real-time personalization
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March 25, 2014
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Study: CMO tenure rose to 45 months in 2013
The average tenure of chief marketing officers has climbed to 45 months in 2013 from just 23.2 months in 2006, according to executive recruiter Spencer Stuart. The firm credits marketing's turn toward technology and more measurable impact on the bottom line, but marketers say those trends have also come with increased performance pressures. "There is an expectation that it's more measurable, more targeted and therefore more effective. This has made everybody's expectations higher," said American Express CMO John Hayes. The Wall Street Journal (tiered subscription model)/CMO Today blog (3/23)
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Top trends and tools for 2015.
Based on a global survey of more than 6,000 digital business professionals, customer experience is considered the key imperative for 2015. Download the 2015 Digital Trends report, created in partnership with Econsultancy, to see the trends and tools you need to provide exceptional customer experiences and to gain a competitive edge.
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Eye on Marketing
Top data missteps to avoid
Data-driven marketing can miss the mark if marketers measure the wrong data points, use shallow analysis of demographics or fail to act on analysis, Adam McKibbin writes. Other missteps include not linking offline activity to online profiles and shifting data analytics to staff who can't handle it. "Don't count on the social media intern to separate causation and correlation," McKibbin cautions. Adweek (3/24)
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How to implement real-time personalization
Personalization can be achieved quickly and easily if marketers define who they want to reach, what content to use and where it should go, writes Mike Telem. Business-to-business marketers should focus on company demographics and digital behavior to develop a target persona for customization. "You can personalize the content you already have," Telem adds. Marketo (3/24)
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Getting Paid: How to Get Customers to Pay Up
Dealing with the money isn't fun, but it's a necessary evil for staying in business. While every business has their ups and downs, the key to positive cash flow is collecting payments in full and on time to keep the cash coming in as predictably as possible. Seem impossible? Learn how these small-business owners did it.

Tech EdgeSponsored By
Adobe integrates Marketing Cloud tools
Adobe has added a Core Services feature to Adobe Marketing Cloud that automatically integrates campaigns across Adobe tools. In addition, Adobe says it is the first among its competitors to provide support for Apple's iBeacon mobile technology. VentureBeat (3/25)
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Building Workplace Trust 2015
Interaction Associates' 6th annual research study tracking trust on the job, Building Workplace Trust, is out, and more than half of employees surveyed give their organizations low marks for trust and leadership. Yet this year's findings again point to how high trust leads to better outcomes and financial results — and even boosts innovation.

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Opinion: Why leaders should put HR at the forefront
Human resources should be every company's "killer app," write Jack and Suzy Welch. Instead, many companies have HR departments that are ignored or don't function properly. "What could possibly be more important than who gets hired, developed, promoted, or moved out the door? Business is a game, and as with all games, the team that puts the best people on the field and gets them playing together wins," they write. LinkedIn (3/24)
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How to hire innovators who can walk the walk
Many job candidates talk a good game when it comes to innovation, but not all can deliver, writes futurethink CEO Lisa Bodell. Try asking for specific examples and solutions to certain problems rather than questions that can be met with generalities and jargon, Bodell advises. "When I'm interviewing people, I want to know what they thought of their own leadership experience and the innovations they created -- not how much they admire Apple's or Google's approach to innovation," Bodell explains. Strategy+Business online (free registration)/s+b Blogs (3/25)
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Combating Identity Theft in a Mobile, Social World
Mobile connectivity threats extend from consumers to the business environment. But who is really responsible for securing sensitive information? Smart business leaders are becoming proactive on the matter. Learn how to get protected in this white paper. Download the white paper now.

Association News
BMA Southern California Chapter -- Marketers must become proactive stewards of their company assets
Balancing the benefits of business enablement with business security, Information Security is a hot topic today at every level of government and business. The landscape has exploded and is now bigger and more complex than most people can begin to fathom. Unfortunately, most companies are exposed. IT and security teams are underfunded and under empowered -- but it is not just an issue for IT. As owners of our data and brands, marketers need to be proactive. Read more.
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Get to Chicago and BMA14 however you can -- to be and see where B2B's going!
Don't miss the largest B2B marketing conference anywhere in the world in 2014! Join 900+ B2B marketers, from 400+ firms, as many as 40 states and 10 nations, to hear nearly 80 authorities discuss the latest B2B marketing trends, thinking, research, best practices, technologies and tools. Read more.
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