Revenue and the CMO How Marketing Will Impact Revenue Through Big Data Social Selling Glenn Gow 9780989721516 Books
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If you are a CMO, aspire to be one, or work with one, this book is for you. Today's CMO has an opportunity to play a more important role and make a real impact on revenue. A dramatically changing business and marketing landscape is creating unprecedented challenges to the traditional role of the CMO. CMOs have additional pressure to demonstrate a return on investment and drive pipeline and revenue growth. What can CMOs do to play a more important role and make a real impact on revenue? The answer lies in leveraging Big Data and Social Selling - from the marketing organization - to impact revenue. CMOs play an especially critical role given their access to crucial market and buyer information. Marketers can collect petabytes of data about buyers--who they are, what they know, how they behave and how they perceive a brand and its offerings. By collecting the information most valuable to sales, and by getting that information to them in an easily-digestible form, CMOs can bridge the gap between marketing and sales. Bridging the two ultimately leads to greater revenue - something sure to please any CEO. Revenue and the CMO describes how this happened at one company. It gives you an in-depth look into the model and presents a step-by-step blueprint for how you can apply it to your organization and business situation. Stepping up to this role can make the difference between success and failure for you and your company. Revenue and the CMO will show you how to make an impact on revenue--and your career.
Revenue and the CMO How Marketing Will Impact Revenue Through Big Data Social Selling Glenn Gow 9780989721516 Books
It is good but not five star. Normally the book is relevant to convergency such as marketing and sales but actually IT and marketing also converging. Big data is not social media usage effectively.Author's perspective is insufficient considering convergency and big data. If you read this book you come up with wrong conclusions
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Tags : Revenue and the CMO: How Marketing Will Impact Revenue Through Big Data & Social Selling [Glenn Gow] on Amazon.com. *FREE* shipping on qualifying offers. If you are a CMO, aspire to be one, or work with one, this book is for you. Today's CMO has an opportunity to play a more important role and make a real impact on revenue. A dramatically changing business and marketing landscape is creating unprecedented challenges to the traditional role of the CMO. CMOs have additional pressure to demonstrate a return on investment and drive pipeline and revenue growth. What can CMOs do to play a more important role and make a real impact on revenue? The answer lies in leveraging Big Data and Social Selling - from the marketing organization - to impact revenue. CMOs play an especially critical role given their access to crucial market and buyer information. Marketers can collect petabytes of data about buyers--who they are,Glenn Gow,Revenue and the CMO: How Marketing Will Impact Revenue Through Big Data & Social Selling,Crimson Marketing,0989721515,BUSINESS & ECONOMICS Marketing General
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Revenue and the CMO How Marketing Will Impact Revenue Through Big Data Social Selling Glenn Gow 9780989721516 Books Reviews
This book retells the evolving role of the CMO with the advances in social media and big data. The CMO and the marketing team have a unique opportunity, and the author argues and obligation, to arm their sales force with as deep of an understanding of they buyer as they can so that they may become "trusted advisors" to them.
Through the parable of Products, Inc, we learn that the journey to such transformation begins by understanding the very journey that the buyer goes through that culminates in them making a purchase the buyer's journey. Social and big data play a key role in each of the three stages of the buyer's journey
1- Trigger event
2- Research
3- Purchase
Following the identification of that process, the author outlines a high level implementation plan for leveraging these capabilities
1- Integrating sales and marketing for the joint effort (Integration)
2- Choosing the reps for the pilot (Reps)
3- Choosing the area of focus for the pilot (Focus)
4- Establishing the program management office (PMO)
5- Training the reps (Training)
6- Choosing metrics (Metrics)
The training piece itself has three main components
1- Listening
2- Setting up a presence
3- Participating
What I liked about the book is that it was a quick and easy read, free of jargon and the use of the parable as a delivery mechanism was effective. It is a good starting point for someone trying to understand how social/big data are impacting marketing/sales. Also summarizing the concepts in the second part of the book on a standalone basis re-enforced understanding. On the cons side, I expected the book to have more depth on the implementation side (tools, techniques etc.), but this may very well be content for a follow-up book.
Revenue and the CMO is about leveraging the social media to produce better sales results utilizing well-designed pilot programs.Gow explains that customers now have more information than ever before.
The biggest challenge to sell anything is to find the trigger which gets the buyer's attention.Once you have the buyer's attention, there is a perfect opportunity to explain or demonstrate the value of your product.The social media is the latest tool to help you to do just that.Social media helps a company to accumulate relevant potential customer information, to share it and finally engage potential customers with quality information to increase sales.
The new challenge for sales reps is to listen, set up a presence on the social media and then participate.Some of the classic old rules haven't changed. For instance, customers still want value.In addition, it's important to identify your target market so that products in great demand can be offered for sale to very specific customers who want the product.Most importantly, sales reps and their teams must engage customers with information that
simplifies the purchasing decision. Gow's book helps you to do all of these things more systematically.
An easy yet inspiring, optimistic and very engaging read!
The author who sure knows his business takes you through seemingly a very realistic story many in sales or marketing may find herself in. Did it whet your appetite? Mine was, from page 1.
But the book is not only about this intriguing prologue and has a very educational epilogue. The book is inviting for changing the way the things are done at your business or department, or doing the old business process the new way. It opens one's eyes onto how Web 2.0 (and Web 3.0 will) continues to change the business transactional landscape.
All that being said, even though the book is about big data, entrepreneurship in the 21st Century, social media and how to harness its strengths the book does not actually cover any of the mechanics. For me a techie in the trenches it was a little of a disappointment. I confess this is why I chose to assign it a 4 start rating out of 5, however, I trust, for a non-technical soul this book may weight above the 4 mark.
I would be glad to find this book in an airport on my way to a business trip, or ask my wife to read it while me driving on a long journey, also I would prefer it in print, in short, have fun reading!
Too simplistic for a digital marketer, the story does help to bring it to people less familiar with social selling.
I thought this was a great introduction to Social Media marketing book. It gives a very easy to follow breakdown and had some really good insight. I didn't however, think it went deep enough into the ideas of big data and the true application to the marketing space.
It is good but not five star. Normally the book is relevant to convergency such as marketing and sales but actually IT and marketing also converging. Big data is not social media usage effectively.
Author's perspective is insufficient considering convergency and big data. If you read this book you come up with wrong conclusions
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