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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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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Tech Edge
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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Addressable Audience
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Addressability. The real metric behind scale.Interpreting audience metrics can be tricky. Without the right context, numbers can easily be misinterpreted or appear inflated. That's why it's essential for marketers to understand the difference between addressable and non-addressable audiences, as well as how to differentiate between the two when looking at industry reports. Click to learn more.
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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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    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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