There's no doubt that we're moving from urgency to recovery. Businesses everywhere are pausing to take a breath and formulating their strategy for moving forward. Marketers are no different.
This interview with IBM CMO, Michelle Peluso, talks about how marketers can play a critical role in responding to this phase.
Now is the time to truly align to internal functions, break the siloes and to think like a CEO. Understanding the financial health of the business will be critical to the CMO's success in the future.
Here are some key messages I took from the interview:
👉 Now's the time to reshape the organisation - less siloes, more agile, cross functioning teams
👉 Focus on top of funnel presence. Invest in educating and supporting your audiences with useful content
👉 Start thinking like a CEO - understand the health of the business overall and your contribution to pipeline (not leads)
👉 Deep knowledge of who you are serving will give you conviction about what your brand positioning should be
👉 Invest in video - this is a great opportunity to create content that engages with your audience
I firmly believe you have to maintain a strong top of funnel presence. All the data I have ever seen reinforces that. If you asked me where to put a dollar right now, I’d say video. Top of the funnel is certainly harder to measure but it’s not impossible to measure. I always implore other CMOs to please not give up on measuring it. There are more and more data points available for you to measure what brand health means to revenue. Our models have hundreds of variables, share of voice being one of them. Our multi-touch attribution models are pretty clear about what we have to spend to gain a point in our top-of-the-funnel brand metrics. It’s not a perfect science but it’s incredibly helpful in the kind of conversations about marketing investments that we have to have now.