Data-Driven CMO: Jill Kramer (CMCO, Accenture)

Pros & Content Brief

(01:29) - Jill Kramer's journey to CMCO at Accenture

(07:16) - One key lesson: Different people are driven by different things.

(10:00) - What's the hardest thing to explain to non-marketers?

(12:16) - Don't let marketing's contribution be over-simplified.

(14:47) - What role does data play and who do you share it with?

(17:35) - Look outside of marketing data to drive confidence.

(19:46) - Business data is less debatable than marketing data alone.

(22:34) - You deserve the right context to make decisions.

(23:27) - Teams focus on the beginning or end of a journey. There's a lot you miss if you don't see the middle.

(25:01) - How Accenture is trying to connect the journey data dots

(27:21) - All teams need the same source of truth, and to know how to take action on it.

(28:21) - It's not about "fail fast." Are you learning? Getting better data? New examples?

(30:26) - If you don't know your end goal, you're not ready to begin.

(33:00) - What lessons did you learn from 2020? What will change as Jill looks to the next 12 months?

(38:23) - Recession is another word for 'change.' The ability to change quickly, effectively, and efficiently will drive performance and growth.

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