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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Bridging The Skills Gap For Veterans

Our Student Stories blog series highlights the experiences of GreenFig students currently enrolled in our Digital Marketing Science course. Here, we'll introduce you to several current students, find out what drove them to GreenFig, what skills they're developing right now, and what they aim to achieve with their microdegree from GreenFig. Bridging the skills gap for veterans As Renée Hamilton-McNealy began preparing for a career change after nearly two decades in and out of active military service, she knew she didn’t need another college degree. After all, she already holds a bachelor’s in financial services and an MBA in finance, not to mention loads of management and leadership experience as a Master Sergeant in the Army Reserve. Rather, she was looking for a targeted, focused program that could help her develop the up-to-date technology skills she needed to land a marketing position now, but was discouraged by other programs she researched. “I was looking for more specialized education than what a general degree could offer,” explains Renée. “I wanted to prepare myself for life after I completely retire from the military, and to feed my passion for marketing.” Renée discovered GreenFig through The Paradigm Switch, a nonprofit that helps link military veterans and their spouses to prestigious skill-based training programs. “I’m not afraid to start over,” she says. “I wanted to challenge myself.” Renée explains that she wanted to gain skills in marketing analytics, and become proficient with tools that measure the impact of a campaign’s effectiveness. Renée enrolled in GreenFig’s Digital Marketing Science course remotely from the Bay Area, and says that the program offered a healthy, collaborative learning environment where she felt supported. “I learn best in my own environment and in my own space,” she says. “I liked not having to physically commute someplace. With GreenFig, the communications options are endless, and there were always ways to connect inside and out of the classroom.” Looking back, Renée says it was her instructors’ enthusiasm and ability to teach their craft that confirmed she had found the right program. “I just love the fact that the instructors, who are accomplished and experienced, were just as passionate to share their knowledge with us as we were to learn it,” she says. “And they had more than just experience, they also know how to teach. Just because you are a subject matter expert, doesn’t mean that you know how to transfer that knowledge so that someone else can comprehend it.” Renée believes GreenFig’s training courses are ideal for veterans, who are accustomed to targeted, hyper-focused skill development and who thrive in hands-on, real-world environments where those skills can be quickly applied. Applying the digital marketing skills she’s developed over the past 16 weeks to a real-world marketing campaign for a real-world company is an ideal application exercise for veterans like her, says Renée. “In graduate school, I did case studies,” she recalls. “What we’re doing now is benefitting a real company.” Armed with a unique set of skills -- digital marketing, finance and management -- upon graduation, Renée is hoping to join a marketing team where she can specialize in marketing analytics and social media management. “What GreenFig offers is what I needed,” she says. “To challenge me, allow me to get certifications, provide relevant and modern information, and give me the opportunity to immediately apply and exercise this knowledge in the marketplace.” Advance your skills and set your next big challenge at GreenFig. Check us out at www.greenfig.net.

Thursday, July 19, 2018

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