CMO Perspectives (12th Dec, 2014)

Not all companies are created equal. Some have a carefully cultivated culture and enthusiastic employees, while others, not so much. This week’s edition of CMO Perspectives makes the case that what happens internally is reflected outwardly, especially towards a company’s customers. Before a company can deliver superb customer experiences, it must first get its own house in order. Read the post below for how and why.

We hope you enjoy these articles. Let us know your thoughts by commenting below, or reach out on Twitter: @NICE_Enterprise.

Direction Plus Planning Equals Happy Customers []

A company’s culture is a powerful thing—it can make or break an organization, says author Sue Duris. Leaders must continuously communicate the organization’s mission, purpose and values to employees. If employees see leaders “living and breathing” the organization, they’ll replicate this behavior.

Duris goes on to enumerate several things organizations can do to instill a great company culture. First, organizations should create tools such as style guides, templates, and common language. Another step is to train employees on effective communications.  Their own job functions aside, have employees participate on task forces and other project teams to stretch their skills.  Also, organizations must reward the right behaviors and have metrics in place for evaluating employee performance.

In the end, says Duris, when employees are excited about the brand, they’ll want to share that excitement with everyone—especially customers. And when customers see and experience happy employees, they buy more, and tell their friends and family about it—which is a win for everyone, anyway you look at it.

7 Steps To Creating Customer Personas To Build Your Consumer Brand []

Are you dissatisfied with the results of your marketing campaigns? The author suggests an internal company exercise to help you hone in on your customer and brand. The exercise involves developing customer personas.

Customer personas, also known as marketing personas or buyer personas, are fictional representations of your ideal customers. While they’re not real people, they are, as much as possible, based on real data and interviews, supported by educated speculation.

Here are the steps in creating such personas: Identify the people who purchase your products and note their common characteristics. Determine what problems your product solves. Think about your customers’ demographics, attitudes and challenges. Consider your customers’ motivations for purchasing your product and the objections they might raise.

While it will take time, developing customer personas ultimately pays off for companies in terms of clarity and self-knowledge. Read about the entire process here.

Pushing the CIO and CMO Closer Together []

In years past, the chief marketing officers and chief information officers had their own discrete functions to perform within the company — with the two rarely having to meet.

As digital marketing becomes a larger and larger component of a company's overall marketing operations, writes author Erika Morphy, CIOs and CMOs have not moved to anything approaching true collaboration.

Forrester and Forbes Insights queried some 308 marketing and tech management leaders this year, following similar surveys in 2011 and 2013.

The survey found that 68 percent of technology management leaders and 62 percent of marketing leaders agreed that mutual respect has improved from 2013.

70 percent of tech management leaders and 59 percent of marketing leaders reported that they were regularly meeting to discuss strategic corporate goals, up by nine and 14 percentage points, respectively, from last year.

At the same time, there appears to be an overinflated sense on the part of marketing of its tech prowess, the survey found. Fifty-eight percent of tech management leaders believe that the marketing team understands marketing technology, compared to 71 percent of marketers who think they do.

The article goes on to suggest ways they can come together.

We hope you enjoyed our picks and bookmarked a few articles for future reference. Please don’t forget to share with other CMOs.

Are there any other marketing topics that interest you? Tweet us, or comment below to let us know!

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