Data-First Marketing

Conclusion

Marketing is under tremendous pressure today, tasked with competing and winning in the digital marketplace and often unfairly judged for short-term failure. The CMOs' colleagues don't typically perceive marketing as a partner in developing the company's growth strategy. Organizations have begun replacing CMOs with chief growth officers (CGO), but just because the word “growth” is in a job title doesn't guarantee growth results.

As marketers, we've been touting “data-driven” marketing for a long time. Many of the concepts this book has put forth may seem like common sense. But if the concepts were so simple, why haven't marketers done it? Two main reasons: we're already busy and it's hard. If it were easy, everyone would be doing this already and doing it correctly. But now you've been given the specific framework to focus and execute data-first marketing campaigns, focusing you on the right people, the right processes, the right technology, the right data, and the right mindset to enable you to meet the business' goals.

Data-First Marketing Framework.

By changing marketing's approach and applying data-first marketing to people, processes, technology, data, and mindset, you'll begin to change perceptions of marketing from cost center to revenue center. Marketers must begin to speak a common language with the C-suite and report on the metrics that are important to ...