Influence people

Friday, May 12, 2017

Content is Everything (or Why CMOs Fail)



Content is king.
— Bill Gates

CMOs tend to survive only a tad over two years.

There's a reason. While they're supposed to be leaders, most are overpaid closet organizers.

Instead of generating demand, they busy themselves with rearranging the company's "digital assets," so salespeople and customers can find them.

Big Data is their latest space-saving gadget. With it, they can go to town again rearranging the assets, this time in hyper-segmented, algorithm-based bins.

Meanwhile, salespeople still spend 40% of their time compiling their own deal-closing content, and 60% of customers think Marketing's content is crap.

CMOs, I have news for you: Marketing isn't logistics, or distribution, or document management. Marketing is content. And content is everything.

If you want to succeed, focus on quality content:

  1. Know the buyers
  2. Understand Sales' pipeline
  3. Create content aligned with both
What are you waiting for? Your next pink slip?

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