Welcome!

Blog Feed Post

A Day in the Life of a CMO

I’ve been meaning to write this blog for nearly a month, however, as I’m sure other CMOs can relate, my days have been consumed by: a must-attend industry conference, a UK trip for a working session with my EU marketing team, striving to increase sales and marketing alignment, meeting my self-imposed and CEO-mandated deliverables, my 90% pre-booked calendar and, last but not least, making final preparations for our annual user conference, PegaWORLD.

Actually, this past month is also fairly typical in many regards. It’s always a continuing balance act  juggling incessant interruptions, fire drills and urgent requests with the ongoing need to drive strategy, planning and execution, not to mention keeping focused on the most important initiatives and also keeping the marketing engine humming.   That means balancing the need to deliver a steadily increasing contribution to the sales pipeline, and ensuring that all deliverables are on time, on strategy, and on budget with the need to improve current systems and processes, without interrupting the flow while improvements are being made. It might feel the same as installing a new boat engine while crossing the Atlantic!  This time crunch also means balancing the relentlessness of every day with the need to spend quality time with my family and recharge my overtaxed batteries.

As you can probably tell by now, CMOs are under constant pressure from customers, shareholders, peers, and of course CEOs to drive consistent, measurable and profitable growth. We are often asked to do more with less. In today’s customer-driven world, consumers are also more demanding than ever. With real-time, social, mobile and Web channels at their immediate disposal, customers will find competitive alternatives if their exact needs aren’t met every time. Today, CMOs have to work smarter than ever before to meet complex customer needs by delivering the right offers, in the right channels, at the right time.

I’ve been meeting with a number of CMOs the past several months and I’ve often asked, “Has it always been this challenging and crazy?”  Most agree that while email and the Internet have increased the pace significantly, the pervasiveness of social media and ubiquity of mobile communications are raising the stakes further on what is required to stay engaged, connected and relevant.   For some, this demanding state of being is understandably overwhelming, but most CMOs I know believe that if you’re up for the challenge, there’s never been a better time to be a CMO.

Another factor making my role more empowering and daunting simultaneously is that with the customers in charge, CMOs have the opportunity to not only be CMOs, but also CCOs, or Chief Customer Officers.  Forrester Research and Paul Hagan in particular, has written about the “rise of the CCO,” and regardless of whether a company appoints someone to such an encompassing role, Forrester notes, “The CMO is uniquely positioned to define how every touch point is a brand experience and should be consistent with other more traditional marketing channels. In order to ensure a superior brand (customer) experience, the evolved CMO should define a synchronized view of the customer.”  I’m spending a lot of time thinking – and often obsessing – about the customer, and I would go further to say you not only need a synchronized view of the customer, you need to synchronize how you serve customers, regardless of the channels they choose – spanning mobile, social, Web, call center, in store or with their unique combination.  To do this successfully, you have to address the customer holistically, understand and synchronize how customer processes work across your organizational silos so you can both improve the customer experience and optimize business outcomes (i.e. increase acquisition, retention and cross selling opportunities).

There’s another snippet of CMO life that I’d like to share, but my CEO just IM’d me, so I’ll have to save it for another day.  Keep focused, and remember to have some fun – we’re in marketing after all!


Read the original blog entry...

More Stories By Grant Johnson

A dynamic, senior-level technology executive with a proven track record building businesses on a global basis. As Chief Marketing Officer for Pegasystems in Cambridge, MA Johnson is responsible for worldwide marketing strategy and execution. He oversees corporate marketing, field marketing, industry marketing, product marketing, marketing programs, marketing communications, analyst and public relations, and global web strategy. Previously, Johnson was the Vice President of Marketing at Guidance Software (GUID) and Vice President of Marketing and served as an officer for FileNet Corp., a $400+ million enterprise software vendor acquired by IBM in 2006. Prior to that, he was Vice President of Marketing for FrontBridge, an email management vendor acquired by Microsoft. Johnson led the company’s re-naming and re-launch, built the marketing team and delivered integrated marketing programs to support significant and sustained revenue growth. He has also served as Director of Marketing for Symantec, with worldwide responsibility for the Norton brand, and as Senior Vice President of Marketing at Ethentica, an enterprise security vendor. Johnson received his bachelor of arts from the University of California, Santa Barbara and his master’s in business administration from Pepperdine University. He has also published several articles on best practices in high tech marketing and co-authored the book, PowerBranding™

Latest Stories
DX World EXPO, LLC, a Lighthouse Point, Florida-based startup trade show producer and the creator of "DXWorldEXPO® - Digital Transformation Conference & Expo" has announced its executive management team. The team is headed by Levent Selamoglu, who has been named CEO. "Now is the time for a truly global DX event, to bring together the leading minds from the technology world in a conversation about Digital Transformation," he said in making the announcement.
"Space Monkey by Vivent Smart Home is a product that is a distributed cloud-based edge storage network. Vivent Smart Home, our parent company, is a smart home provider that places a lot of hard drives across homes in North America," explained JT Olds, Director of Engineering, and Brandon Crowfeather, Product Manager, at Vivint Smart Home, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that Conference Guru has been named “Media Sponsor” of the 22nd International Cloud Expo, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. A valuable conference experience generates new contacts, sales leads, potential strategic partners and potential investors; helps gather competitive intelligence and even provides inspiration for new products and services. Conference Guru works with conference organizers to pass great deals to gre...
DevOps is under attack because developers don’t want to mess with infrastructure. They will happily own their code into production, but want to use platforms instead of raw automation. That’s changing the landscape that we understand as DevOps with both architecture concepts (CloudNative) and process redefinition (SRE). Rob Hirschfeld’s recent work in Kubernetes operations has led to the conclusion that containers and related platforms have changed the way we should be thinking about DevOps and...
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, demonstrated how to move beyond today's coding paradigm and shared the must-have mindsets for removing complexity from the develop...
In his Opening Keynote at 21st Cloud Expo, John Considine, General Manager of IBM Cloud Infrastructure, led attendees through the exciting evolution of the cloud. He looked at this major disruption from the perspective of technology, business models, and what this means for enterprises of all sizes. John Considine is General Manager of Cloud Infrastructure Services at IBM. In that role he is responsible for leading IBM’s public cloud infrastructure including strategy, development, and offering m...
The next XaaS is CICDaaS. Why? Because CICD saves developers a huge amount of time. CD is an especially great option for projects that require multiple and frequent contributions to be integrated. But… securing CICD best practices is an emerging, essential, yet little understood practice for DevOps teams and their Cloud Service Providers. The only way to get CICD to work in a highly secure environment takes collaboration, patience and persistence. Building CICD in the cloud requires rigorous ar...
Companies are harnessing data in ways we once associated with science fiction. Analysts have access to a plethora of visualization and reporting tools, but considering the vast amount of data businesses collect and limitations of CPUs, end users are forced to design their structures and systems with limitations. Until now. As the cloud toolkit to analyze data has evolved, GPUs have stepped in to massively parallel SQL, visualization and machine learning.
"Evatronix provides design services to companies that need to integrate the IoT technology in their products but they don't necessarily have the expertise, knowledge and design team to do so," explained Adam Morawiec, VP of Business Development at Evatronix, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. In his session at @BigDataExpo, Jack Norris, Senior Vice President, Data and Applications at MapR Technologies, reviewed best practices to ...
Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution. EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.
"ZeroStack is a startup in Silicon Valley. We're solving a very interesting problem around bringing public cloud convenience with private cloud control for enterprises and mid-size companies," explained Kamesh Pemmaraju, VP of Product Management at ZeroStack, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Large industrial manufacturing organizations are adopting the agile principles of cloud software companies. The industrial manufacturing development process has not scaled over time. Now that design CAD teams are geographically distributed, centralizing their work is key. With large multi-gigabyte projects, outdated tools have stifled industrial team agility, time-to-market milestones, and impacted P&L stakeholders.
"Akvelon is a software development company and we also provide consultancy services to folks who are looking to scale or accelerate their engineering roadmaps," explained Jeremiah Mothersell, Marketing Manager at Akvelon, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Enterprises are adopting Kubernetes to accelerate the development and the delivery of cloud-native applications. However, sharing a Kubernetes cluster between members of the same team can be challenging. And, sharing clusters across multiple teams is even harder. Kubernetes offers several constructs to help implement segmentation and isolation. However, these primitives can be complex to understand and apply. As a result, it’s becoming common for enterprises to end up with several clusters. Thi...