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Today’s Moneyballer CMO plans her marketing initiatives the way Billy Beane built the Oakland A’s. She uses streams of analytical data and relies less on subjective focus groups or simplistic measures. Her analytics are acute and precise; the impact of every marketing and branding initiative is quantified. She leverages granular data on customer actions to expand beyond the traditional CMO role, influencing product strategy, customer service, and optimized sales pitches.
The Moneyballer CMO still uses smart agencies and consultants, but in-sources the core marketing strategy using the increased visibility her technology allows. She also in-sources her company’s data, employing it across multiple platforms and applications. Silos are the enemy of the Moneyballer CMO, because connected data means more holistic and measurable results.
The rise of the Moneyballer CMO is both a symptom and a cause of marketing technology growth. As data becomes more integrated and accessible, smart marketers demand better analytics, so companies respond by spawning countless marketing applications.
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We're talking about the data-driven CMO using marketing technology. OK: we get it. And Moneyball refers to Sabermetrics. OK: we get that as well. The real analogy that you want to avoid: the old time scouts going by their experience and the marketer relying on pre-tech thinking.
That's an ugly analogy.