In mid-October I will be onstage at the Inbound Marketing Summit in Boston to give a keynote presentation about how growth-oriented companies are aligning content creation, social media and digital marketing with measurable sales metrics (i.e. lead generation, lead nurturing, deal capture and customer intelligence).
As part of my participation at the show and to help with promotion, the organizers asked me to conduct a video interview via Skype about the changing role of today’s chief marketing officer. The final product is in production and I anticipate it will be published in the coming weeks.
In the interim, here is a list of what I believe to be the five most important responsibilities of the modern CMO:
1. Branding expert: position, message and create a compelling visual identity.
2. Customer advocate: understand the needs and demands of customers and prospects, and maintain internal relationships with product development, customer service, etc. to ensure a company lives up to its brand promise.
3. Content creator: build awareness and credibility, while attracting customers, prospects and partners.
4. Technologist: wrangle value from analytics, social media platforms, SEO and marketing automation solutions (i.e. Eloqua, Marketo, eTrigue, Hubspot, etc.).
5. Sales enabler: measure effectiveness and ROI by the amount of revenue “touched” through marketing programs.
You can read exclusive Q&As with speakers, presenters and participants at the Inbound Marketing Summit in this special section on Modern Marketing Today.
Plus, here’s a five-minute video I created with the Inbound Marketing Summit producers earlier this summer that highlights content marketing and sales enablement best practices.