It’s that time of the year when we are all creating wish lists and doing holiday shopping. When speaking with many of our CMO clients and friends over the past few months, I always ended every conversation by asking them what they wanted for the holidays. Yep, I heard about hoverboards and iWatches, but I also got some answers that were tied to their companies’ marketing success in 2016. Here are the top holiday five wishes I heard from CMOs this year:
1. Data Scientists – Having the right team is always at the top of every executive’s wish list. This year in particular, CMOs are struggling with tons of data that our new digital world is creating. They want to know how to leverage the data in cool (not creepy) ways that drive commercial value. Data scientists are in hot demand and CMOs are in hot pursuit of experienced data scientists.
2. Content Strategist Czars – Content is hot. Content is everywhere. But what content is really driving sales? All CMOs would love to have a content strategy that gets the right content, in the right form, in front of the right audiences, at the right times so that it not only gets shared but ultimately drives awareness and sales. CMOs don’t just want a viral video (though I know many do get a good laugh from cat videos), they want a holistic content strategy this holiday season.
3. Experiential Experts – A lot of CMOs have a brand position or promise that they believe in, but what they are struggling with is bringing it to life consistently across the customer experience. CMOs would love a seasoned executive who knows how to work across the organization, including HR, IT, sales and support, to ensure that every experiential interaction along the customer journey is on brand. They want an experience executive who can think about how to strategically implement a mobile, seamless and personalized experience for consumers. In highly commoditized worlds, experience continues to be the great differentiator driving choice.
4. Veteran Digital Natives – The digital innovation taking place right now is unprecedented and every CMO I speak with is struggling to stay on top of it all. They aren’t just looking for young millennials to keep them dialed in on the latest trends (have you heard about “finstagrams, for example?”), they are also looking for experienced digital marketers who know how to leverage new tools and capabilities to better market to their constituents.
5. MarTech/Attribution Marvels – Just when CMOs were figuring out CRM, there emerged entire clouds of software tools for them to figure out. The hottest question in the CMO world right now is “what’s in your stack?” From marketing automation to social media managers to analytics platforms, there are so many tools to understand and leverage. The questions and decisions are overwhelming: Should I employ a marketing cloud or an open platform? How can I integrate legacy data with new digital data? What is the best way to assign value to marketing tactics across the customer journey? Any CMO would love to find answers to these questions, and optimize her marketing plans accordingly in order to drive more growth for the business.
If you are shopping for a CMO this holiday season, consider one of the suggestions from the list above (or the resumes of those who fits the descriptions). And if you are a CMO, what are we missing? What would you add to your wish list?
This article was written by Scott Davis from Forbes and was legally licensed through the NewsCred publisher network.