Publish or Perish: Why the CMO Must Become a Publisher to Drive Growth

POP Einstein 2Driving top line growth is the number one CEO mandate to the CMO according to Forbes Insights Research. Yet most marketing executives struggle to achieve that objective. According to D&B’s CMO Rishi Dave, only 30% of all companies achieved growth of any kind over the past year.  Despite a growing economy and lengthening CMO tenure according to Spencer Stuart, marketing remains a challenging discipline.  Why?

Ever-evolving digital channels, social media and mobile devices have fractured the impression-based, media-model of marketing.  In turn, customers are more informed about your company or its products and services than ever, creating a more complex buyer journey. What’s a marketer to do?

Content that travels across digital and mobile channels, is easily discoverable and informs, delights, educates, entertains and provides a point of differentiation is the order of the day.  Content truly is king today.

And while content marketing is still a nascent practice, marketers already allocate some 25% of their budgets to content creation and will spend over $10 Billion on Native Advertising in 2015.  Overall spending on digital marketing will grow to $43 billion in the next two years according to Forrester Research.

Transitioning from an advertising to a publishing model is already underway.  Simultaneously, so is the process of better connecting marketing content to sales as the distinctions between sales and marketing continue to narrow.

Companies are spending billions transforming their marketing and sales performance by executing value selling, sales enablement and targeting analytics strategies.  Spending on skills, content and technologies that help sales people consistently sell value over price, navigate an increasingly complex buying process, and communicate customer value messages is on the rise.  For example, last year business investment in sales training and CRM each exceeded $20 billion.

Content marketing and sales enablement  now collide in a bewildering array of technologies Get Teh POP Reportand opportunities creating huge opportunities for some and uncertainty for most.

The paradigm shift to publishing is not yet well understood. Our ongoing research in this arena suggests that CMOs are not yet very good at managing, distributing, and “optimizing” the content they create–a process now critical to growing the top line.

The challenge of managing, distributing, and tracking the performance of marketing content has emerged as a hidden pain point for most CMOs because it  is not yet a mature discipline with a clear enterprise strategy, business case or ownership and governance.

To help sales and marketing leaders get the most impact from their investment in marketing and sales content, Forbes Insights is undertaking best practices research and actively educating business to business marketers about practical ways they can fix the content problem.

If you are a CMO and want to learn more about our best practices research  report at this link.

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