The Fate of the CMO with Lynne Capozzi, CMO of Acquia

TalkingSense

#CMO #ChiefMarketingOfficer #personalization #martech If McDonald’s cut its CMO role, is anyone safe? Latané Conant, CMO of 6sense, and Lynne Capozzi, CMO of Acquia, ask: -Who’s in charge of great big websites? (think the Superbowl or Johnson & Johnson) -Has the CMO role gotten too big? Are CMOs doomed? -Do B2B marketers have to personalize, or is that only for B2C? -Why does 6sense’s web team just want Latané to watch more tv? -What’s on Lynne’s 6sense dashboard? -What’s the job of a CMO during an acquisition? -Is the term “persona” overused in marketing? ======== Sneak preview: Latané Conant: We've done is we've sort of, again, created our own operations organization that has CRM, has all of our tech staff. Lynne Capozzi: Right. Latane Conant: I don't know if eventually that graduates to IT or not, or if it's the right way to do it. But I think that does end up happening, because you have to have those skills, and if you're not getting them somewhere else, you go and build them. Lynne Capozzi: Yeah, absolutely. I have a marketing operations team, as well, and they are within marketing. And now I have a couple of people that just do analytics, so they're analysts. I have a business intelligence person that's in that team, as well. And they're in the whole marketing operations team. And it's a different skillset than what I would have hired for even five years ago. It's the ones that are really the data analytical people and the ones that are kind of behind the scenes. I have my own development team now. So now, within the marketing team, I have software developers that are helping me with my site. And so all of them now sit within marketing. So that's why I think the whole CMO role is so different, because you're managing all kinds of folks that are not true or what were originally marketers. And it's different.