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Why the Modern CMO is Like a Mutual Fund Manager

Jim Williams, Vice President of Marketing at Influitive, has spent more than 20 years in B2B marketing with start-up and growth-stage technology companies. Under Jim's leadership, Influitive has developed a world-class inbound marketing engine that fuels between 70% to 80% of their revenue engine. Jim’s built a thriving community of engaged advocates made up of customers, partners and evangelists.

On this episode, Jim and I discuss the dynamic role of the modern CMO. He reveals the skills needed by the modern CMO, how to impact revenue growth by building a team of internal and external advocates, and pitfalls to avoid. Jim stresses how a CMO's best tool is the brand's reputation - what are your customers saying about your brand?

On This Episode You'll Discover:

  • Why Jim says the role of the CMO is the most re-defined in the C-Suite
  • How 20 years ago the CMO's role was all about raising brand awareness through PR, advertising, MarCom, data sheets, buyers guides, etc
  • How CMOs are now, as Jim says, swimming in data and have the ability to systematically and scientifically move a buyer through the buyer’s journey
  • How the CMO is affected by the power transfer from the brand to the buyer
  • How part of the CMO's role in the C-Suite is to identify market opportunities, drive revenue and be the steward of the customer experience
  • Why your brand identity is what your customer says about you — your reputation
  • Why Jim says a CMO's most important skills include recruiting and developing talent
  • How a CMO must have a balance of creative and scientific skills and the ability to work with other parts of the business, specifically to integrate with the customer experience
  • How a CMO adds the most value to the organization by wielding the most data and bringing the reality from outside the 4 walls, to inside the 4 walls
  • How the CMO adds value to the C-Suite by presenting the broadest view to revenue
  • How the CMO touches the most steps on the buyer's journey
  • Why Jim says CMO's are like fund managers, making and managing low and high-risk investments
  • Why Jim says early marketing technology was "a contract" between marketing and sales and how it has exploded into community management, advocate marketing, social media marketing, A/B testing, behavioral data- all things that are breaking down the silos
  • Why Jim says your best tool as a CMO is what your customers say about your brand and your products.

Featured On This Episode:

There are two ways you can listen to this podcast with Jim Williams of Influitive.

You can click the Listen Now button at the top of this page or you can listen from your mobile device's podcast player through iTunes or Stitcher.

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