All Roads Lead to Data

It’s no secret that technology is ever-changing and with more ways to reach your customer, it’s also no surprise that the Chief Marketing Officer—especially—is feeling this transformation.

The article, “Redefining Markets: a CMO Perspective,” describes significant changes to the CMO role. Not only are CMOs having to adapt and use new technologies to reach customers, but some are finding their roles have evolved—driven now by customer experience rather than product.

Look to social media for an example: With the likes of Facebook have come Twitter, Instagram, and Snapchat—all of which can be used by anyone, any age, anywhere. These are typical outlets CMOs, and companies in general, resort to in order to reach their customers. CMOs have “adapted” to the social media era to broaden their marketing efforts and individually target their consumers. This is ‘using data’ at its finest—for instance, when I log onto Instagram or Snapchat, the only ads I see are for diapers and children’s clothes—two things I am always buying for my toddler.

But what other outlets can CMOs anticipate having an enormous influence on their organizations? The article points out some key factors. The top three? Cloud computing, mobile solutions and Internet of Things (IoT). In our everyday work at Farland Group, these are three topics we continuously hear about from executives as being top of mind—and not just CMOs. Coincidence? I think not.

What drives these top three areas? Data. And data is another topic we hear about from our clients quite often—so I understand how important and valuable that data can be. In “Redefining Markets: a CMO Perspective,” the research shows that 63% of CMOs view creating a better customer experience as their number one priority. To do this, they’ll need to better understand their customer. And to understand their customer, they have to interpret massive amounts of data. According to Nicholas Drury, Global Banking & Financial Markets Leader for the IBM Institute of Business Value, “I think the winners are going to be those who have the greatest capability to get access to that vast array of data available across different channels, and maximize its use.”

All roads lead to data—CMOs understand that and are already in the midst of adapting.

Related Stories

Customer Advisory Board Advice: Learn to Love the Pain

Posted on 08.30.2022 by in Customer Advisory Boards

The thing about Customer Advisory Boards is you just might get what you wished for: unvarnished advice about your strategy and your business. And while this is the very reason to create a Board, it can sometimes  

Continue Reading »

Executive Engagement Programs: Take the Time To Listen

Posted on 08.1.2022 by in Engagement Strategy, Featured, Understanding the C-Suite

If customers take the time to tell you, take the time to listen.

Whenever a customer provides feedback, take the time to listen. In a recent meeting a company told me they had “piles of feedback” but no way to respond  

Continue Reading »

Selling to the C-suite – Stop Pitching

Posted on 04.18.2022 by in Featured, Understanding the C-Suite

Effective sales people will tell you that selling is as much science as art. Selling to the C-Suite even more so. Done well, it requires a system that can be planned, delivered, measured and repeated. Yet often, sellers fear they  

Continue Reading »

The Value of Convening C-Suite Peers: Reaping What You Sow

Posted on 02.1.2020 by in Engagement Strategy, Featured, Featured, Understanding the C-Suite

In our work with Customer Advisory Boards and other executive engagement programs, we have seen firsthand the extent to which C-level executives seek and crave connection to real peers, where they can share stories and gain insights in a safe  

Continue Reading »


Customer Advisory Boards

Customer Advisory Boards are powerful engines of engagement, insight, and business transformation. Make the most of yours.

Meeting Facilitation: Virtual and In-Person Boards » Taking Your Customer Advisory Board Meetings Virtual »

Learn More »

Engagement Strategy

Like any good relationship, customer engagement is a long-term, reciprocal effort. When done well, meaningful engagement leads to better business results, faster.

Engage Your Customers to Help You Stop Pitching » Getting to a Customer Engagement Mindset »

Learn More »

Understanding the C-Suite

Building C-level programs that are meaningful and bring value to you as well as to your c-suite customers is challenging. Veiled sales pitches won’t win the day with this audience. Deliver what executives want: ideas, inspiration, innovation, influence.

Building a C-Suite Client Experience Strategy » Do you Know What Your Customers Value? »

Learn More »