Are you the very model of a modern CMO?

Mar 2016

Are you the very model of a modern CMO?


I am the very model of a modern Major-General,
I’ve information vegetable, animal, and mineral,
I know the kings of England, and I quote the fights historical
From Marathon to Waterloo, in order categorical …

 Major-General’s Song, Pirates of Penzance

In the most famous of Gilbert and Sullivan patter songs, the Major-General waxes eloquent on his vast, well-rounded education … only to admit that his military knowledge has “only been brought down to the beginning of the century.”

As I talk with CMOs from a diverse array of industries, many confide in me that they find themselves in a situation similar to that of our loquacious friend. Despite their extensive education and vast experience, they admit to being at a loss for dealing with the demands of surviving and thriving in today’s complex environment.

While the task of summarizing everything the modern CMO needs to know would reach far beyond the limits of a single blog post, these three areas are a good place to start:

1. Balance Inbound and Outbound Marketing

I think we can all agree that the days of “barge, brag, and bully” marketing are over. We can no longer expect a nonstop flow of pure marketing messaging to pay off. Content marketing and other inbound methods are here to stay … but relying on them exclusively can land us in the “friend zone”: well known and appreciated as trusted advisors, but invisible as vendors of solutions.

The modern CMO must recognize that both inbound and outbound marketing are necessary, and striking the right balance between them is a vital component of their mission. (tweet this)

Action Item: Ensure that your marketing strategy balances inbound and outbound marketing tactics. If you’re not seeing the desired results, it might be time to adjust the mix.

2. Understand the New ROI

The myth that content marketing has no ROI is just that: a myth. The reality is that ROI itself has evolved. (tweet this)

Back in “the day,” we created advertising campaigns, analyzed the revenue they brought in, did the math, and we were done for the day. Today we’re dealing with a far more complex set of inputs, each of which makes its own incremental contribution to our bottom lines:

Are you the very model of a modern CMO?


Messy, isn’t it? Fortunately, many of today’s inbound marketing tools incorporate “big data” analytics that can track a prospect from first touch to sale, picking up every touchpoint in between. Once we can see and analyze each of these touchpoints, the ROI picture becomes much clearer.

Action Item: Meet with your analytics team to discuss how you can better track the results of your inbound marketing efforts and make adjustments as needed.

3. Focus on the Big “We”

Far too often I see content marketing ensconced within the walls of the marketing department. Ask the accounts-payable admin or the guys in the mailroom about it, and they might have a vague idea that there’s a company blog out there somewhere and that you might be “doing some stuff” on Twitter and LinkedIn.

Each employee in your company is a potential brand ambassador. (tweet this) Pull back the curtain on your marketing strategy and empower them to be partners in growing your tribe. Open up a pipeline to let them know what you’re doing every single day, and encourage them to share your gems of content brilliance with their own networks.

As for your A-list experts — you know, the ones who are always invited to speak at the big conferences — invite them to help grow your thought leadership. (tweet this) Think beyond your own company blog and help them uncover opportunities to publish on sites across your industry.

Action Item: Gather your marketing team and brainstorm ways to get all employees more involved in your inbound marketing efforts.

How will you approach becoming the model of a modern CMO in 2016? Share your thoughts with us in the Comments!

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About the Author

Rachel Parker, Founder & CEO of Resonance Content MarketingA self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).

As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations. To learn more, download our complimentary audio 5 Things You Must Know About Content Marketing.

content_marketing_50 BizSugar KredFeatured Author on Business 2 Community

Our Clients Are Saying

  • Increased our likes and interaction rates

    Working with Rachel was a delight. Not only does she communicate very well, but she provided valuable insight about our social media platforms and followers. We have much better engagement with our fans and followers, which increased our likes and interaction rates.


  • Professionalism and Sincere Desire to Help

    I just didn’t seem to be able to find the time or the right words to explain what I offer and how my company helps people accomplish their goals. Rachel was able to ask me some questions, do some research and capture my voice while writing my website copy exactly as I needed it to be written.  Now, the copy on my website is much more professional than what I would have created and having this task handled by Rachel and Resonance freed up my time to complete other tasks I am better suited to do.

    It was a joy to work with Rachel. Her professionalism and sincere desire to help was apparent from the first communication until the final delivery. I will definitely use Resonance again and highly recommend their services.

  • Event Sold Out Two Years In A Row!

    Rachel worked with me on creating a content marketing calendar and content for the Big Social Media Summit (Big SMS) three years in a row. She is very organized and knows just the right amount of posts on social, email newsletters and content to send.  Her content marketing efforts helping us sell out our event three years in a row!  I am expecting the same for October 2014.

    Rachel was hired to write content for our email newsletter and content for our social platforms. In addition, she had a budget to do advertising on social media. She participated in the event live and after the fact to assure buzz was created before, during and after the event. As a result, our event sold out.

    When I work with Rachel, I have total peace of mind.  I know that she is on target, on time, reliable and delivers over and above the results I expect.

    I trust Rachel totally with her ideas on strategy, marketing and the content used to not only promote our events, but also post on my behalf on social networks. I have been doing social media for 8 years, and I hire Resonance to post on some of my social sites as it saves me time, and keeps my social sites relevant and current. They always post great, engaging content that gets my social properties likes, comments and shares.


  • Produced ROI Result needed someone who could grasp the complexities of our product, capture the subtlety of our differentiating value propositions, and convey them in the right voice for an exacting customer audience…. Resonance delivered, by crafting a multi-faceted online content marketing strategy that drove traffic and conversion, producing the ROI result we were looking for….

  • Increased website traffic, New Lead Generation

    We were experiencing a lack of internal resources to consistently maintain the Ustream blog. So we turned to Resonance Content Marketing to write blog posts on current industry topics while maintaining a consistent tone with the brand. The result is increased website traffic, new lead generation from gated assets on blog, and better educated/qualified leads. And I now have more time to spend on marketing strategy with the confidence that the content we push out is extremely well written and engaging.

    Rachel is an amazing writer and has really managed to create engaging and relevant blog material on topics that aren’t always super interesting. On many occasions, she has been able to quickly turn around one-off requests and the results are always top-notch. She has also helped guide our content strategy based on her expertise in content marketing, which has been a huge asset to our team.

  • One of the best “vendor” relationships I’ve ever had.

    My company had little or no time to spend on social media. Our needs were to ensure a steady stream of posts across three platforms (Facebook, LinkedIn and Twitter) by harvesting and re-purposing content from our own site and news streams. So I contacted Rachel Parker of Resonance Content Marketing.

    The result was two-fold. Not only did our ranks of followers grew steadily, the steady drip, drip, drip of content helped us train our personnel and direct their own individual social media efforts.

    Rachel and her team are extremely organized and open to discussion and new ideas. They deliver a rapid response to new opportunities — and an overall feeling of being on the same team. One of the best “vendor” relationships I’ve ever had.

  • Social Media Ranking Better Than Ever!

    We are so happy to have hired Resonance for our social media needs. We spend most of our time serving our clients and studying our field so we can provide the highest quality possible. We no longer worry about our social media, as we have total confidence in the wonderful work Rachel and her team have accomplished.

    Our social media is active, promoted, and is ranking better than ever! People often comment about what they see on our Facebook page. Resonance has added a creative, and artistic twist to our social media that is appealing and captivating to our audience. This has allowed me more time to work with my team and clients, so I can focus on service towards the people that help our business grow.

    I know there will be wonderful content on Facebook, and that Rachel will answer to posts, comments and questions as soon as a comment arrives. I am often impressed at how quickly she responds! Thank you Resonance! I highly endorse Resonance and encourage companies who need social media strategies to work with Resonance! You won’t regret it! 

  • Added 5 figures to my business in less than 4 weeks

    Rachel took the overwhelm and stress out of writing content for my marketing campaign! When I approached Rachel, I was really concerned that I wouldn’t have the time to focus on writing copy for a lengthy marketing campaign that included sales pages, solo emails, newsletters and social media updates. Well, let’s just say I’m glad I hired Rachel because I couldn’t have done it without her support and expertise. I loved how she used my voice and words to craft content that helped me reach and attract my ideal client. As a result of working with Rachel, I added 5 figures to my business in less than 4 weeks, hundreds of new social media followers and exceeded my sales and list building goals! You know your marketing copy is working when you hear someone say, “I see you everywhere”. Thank you Rachel for helping me not only get seen by my ideal clients but get paid!

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