The traditional enterprise go-to-market motion is undergoing a transformational shift. B2B buyers are more sophisticated than ever, and operational efficiency is a key focus for every organization. One key function possesses a unique opportunity to shape the future of revenue generation: enablement. On this podcast, we’re bringing you the secrets, strategies, and tactics that successful enablement leaders are using to drive meaningful impact. The Enablement Edge is the go-to resource for sal ...
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The Fate of the CMO with Lynne Capozzi, CMO of Acquia
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Manage episode 335872343 series 3223945
Content provided by 6sense. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by 6sense or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
#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.
…
continue reading
50 episodes
MP4•Episode home
Manage episode 335872343 series 3223945
Content provided by 6sense. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by 6sense or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
#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.
…
continue reading
50 episodes
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