For CMOs, what are the biggest challenges in Marketing?
When a group of Chief Marketing Officers gather around and talk about current issues, trends and developments, good things are bound to happen.
The CMO Club Summit in New York last March produced useful insights on what marketers are considering as challenges to their business campaigns. It should be interesting to find out what’s making them sweat despite of their years of experience and wisdom. Apparently, no marketing team is immune to adversity.
Here are 18 challenges cited by the attendees of the CMO Club Summit this year:
Keeping content flow constant
Switching entire marketing team to a content sharing group
Delivering a positive customer experience throughout the research, discovery, and purchase journey
Prioritizing the most pressing long and short term challenges for execution
The changing role of the CMO (digital and data demands)
Creating content for lead gen
Measuring the effectiveness of content
Hiring A+ talent while having limited resources
Creating client or customer-centric content
Demonstration of value to the C-Suite
Managing data and identifying how to leverage it effectively
Reinvigorated an already well-known brand
Maximizing omnichannel marketing with limited talent and training resources
Unifying measurement strategies for social, mobile, and all digital
Creating a single, primary measurement source for customer lifetime value (LTV) other than ROI
Addressing social degradation of your brand online
Managing the longevity of the CMO’s role with improved accountability processes
Managing realities of media fragmentation with a shrinking budget
Content creation and distribution are obviously the predominant concerns of CMOs in their respective marketing efforts. This can easily be attributed to the growing demand for quality content as opposed to just stuffing keywords into run-of-the-mill articles.
Measurement and strategy are also deemed challenging by marketers, particularly in the effectiveness of content and finding ways to gauge it other than ROI. This is probably the reason why some marketers don’t go big on content; they are not sold on the concept of using content marketing strategies to generate leads.
Lastly, marketers are also struggling with management of data. With so many tools available today, data generation is not hard to come by. The difficulty lies on what to actually do with them, and how they can be used to make improvements and predict behavior. It goes to show that too much data is not always a good thing.
What are your marketing challenges, and how will you address them?
Originally posted at IT Sales Leads Blog.