July 19, 2018

Making a Strategic Impact

Ray Kemper | CMO, Televerde, GreenFig Instructor
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Ray Kemper | CMO, Televerde, GreenFig Instructor

When GreenFig approached me about participating as an instructor in its new Digital Marketing Science Course, I was not only honored but thrilled to have a chance to participate in a new, innovative program to build savvy digital marketers.

Traditional university marketing programs set a great foundation for marketers, but their ability to stay current on the incredibly fast-moving world of digital marketing falls flat.  I have hired many marketers over the years at AT&T Mobility, Microsoft, and others, and I have hesitated when hiring early career graduates.  The learning curve for being able to hit the ground running for digital marketing roles was just too steep when you have an already stretched marketing team.  I have typically needed someone who could make an immediate strategic and tactical impact on my digital efforts. The GreenFig Digital Marketing Science microdegree seeks to bridge that gap for the new graduate or the professional wanting to deepen their skill set. Digital marketing is now driving most of the marketing strategies across all industries and it continues to grow. Congratulations to students on taking a giant leap forward toward becoming a digital marketing professional.

The course I am teaching is called, Planning for ROI-Baseline KPIs for CMO Dashboards.  In this session, we will have some fun addressing the following key areas:

  • The evolving role of the Chief Marketing Officer and its role in the C-Suite. Perhaps no role has evolved as quickly as the CMO role over the last 5 years.  With an incredible growth in marketing technology, the CMO has gained more insights that have transformed marketing’s impact on the business.
  • Understanding the Customer Lifecycle and Marketer’s unique role in driving it. The customer experience(CX) is driving a company’s differentiation like never before and marketing has the most holistic view of the customer engagement touchpoints throughout the customer lifecycle.  The challenge is driving the insights to impact CX excellence.
  • Identifying the key metrics a CMO cares about along the customer lifecycle. Metrics tell a story and the CMO is the company’s chief storyteller.  Marketers must focus on the metrics that tell the story of revenue growth, return on investment, and customer experience enhancement.
  • Learn the strategy, categories, and content elements of a CMO Dashboard. A Dashboard is not just a collection of figures.  It knows its C-suite target audience, highlights marketing’s contribution to business objectives, highlights areas that need executive focus, and drives new initiatives.  The challenge is to not overwhelm the target audience.
  • Discuss the different types of marketing attribution and their challenges for enabling the story of marketing impact. The ability to track influence and impact for online and offline marketing activities has dramatically improved, but it still has its challenges and a CMO’s peers will frequently point them out if your data and attribution strategy is articulated well to your stakeholders.

Finally, we will touch on marketing’s alignment with the sales team and the importance of collaboration between the Chief Marketing Officer and Chief Sales Officer.  Marketing drives pipelines in the B2B world but rarely closes a deal.  Locking on the key measurement for ROI together and having a single source of truth for measurement, like a Marketing Dashboard, can help you stay focused on driving results.

By Ray Kemper


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History Majors: You’ve Got a Future in Tech

We’ve all heard the joke: What’s the difference between a large pizza and a history degree? One can feed a family of four. For the purposes of the pun, history can be replaced with any liberal arts major. From English and art history to political science and philosophy — the notion has been that those who choose a humanities tract graduate from college with heaps of debt yet find themselves working as a barista or the checkout line at Whole Foods. But that doesn’t mean their liberal arts degree doesn’t have value — even as we transform to a digital age. Many assume that in our current (and future) tech-consumed and driven world, that math and science education — software engineering, programming, coding, and the like — is the exclusive golden ticket to career success. To be sure, we need these kinds of minds and this kind of training. But, it’s a mistake to believe that the liberal arts educated don’t have a critical role to play in the digital workforce. Because after all, who is going to do the selling, the marketing and the customer servicing of today’s technology services and products? Answer: Those who have honed critical thinking, writing and interpersonal skills, and who possess the nontechnical ability to connect with end users a la their liberal arts education. This notion is confirmed in “That ‘Useless” Liberal Arts Degree Has Become Tech’s Hottest Ticket,” a Forbes article that provides example after example of liberal arts degree holders achieving success in today’s tech world, along with stats to back up the claim that tech companies are increasingly recruiting more nontechnical talent. The article uses the analogy of the automobile industry in the 1920s, which “created enormous numbers of jobs for people who helped fit cars into everyday life: marketers, salesmen, driving instructors, road crews and so on.” A similar trend is unfolding today. The article goes on to reveal that “throughout the major U.S. tech hubs, whether Silicon Valley or Seattle, Boston or Austin, Texas, software companies are discovering that liberal arts thinking makes them stronger. Engineers may still command the biggest salaries, but at disruptive juggernauts such as Facebook and Uber, the war for talent has moved to nontechnical jobs, particularly sales and marketing. The more that audacious coders dream of changing the world, the more they need to fill their companies with social alchemists who can connect with customers — and make progress seem pleasant.” And the ability to connect is what liberal arts thinkers do best. But don’t pack your bags for Silicon Valley just yet, English majors. Yes, you’ve got great critical thinking, writing and communication skills. And yes, tech companies are hiring nontechnical people like you. But to land one of the aforementioned sales and marketing positions requires more than just a degree. While you have the right foundation, your university education did not prepare you with the up-to-date digital skills and experience required for a job-ready resume in the fast-moving, fast-changing digital age. That’s why a liberal arts degree crossed with a microdegree in applied business science from GreenFig is such a powerful combination for procuring a growth career in tech. GreenFig’s curriculum has been tailored by industry experts to help you gain these high-demand skills and master critical strategic concepts in a short period of time. And unlike traditional online courses, GreenFig’s hybrid training platform is laser-focused on experiential learning — combining live, interactive online and offline team-based instruction, all the while guaranteeing its students gain real-world, practical experience. So you can demand a higher salary in an evolving industry faster than it takes to perfect latte art. For more details on how you can transform your liberal arts resume into a tech-ready ticket in less than 10 hours a week, visit greenfig.net. Click here course schedule for September 13, 2017 term.

Thursday, July 19, 2018

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