The Fate of the CMO with Lynne Capozzi, CMO of Acquia

Are CMOs doomed or the center of digital transformation? That's what we asked Lynne Capozzi, CMO of Acquia, leading cloud platform for building, delivering, and optimizing digital experiences. According to Lynne, CMOs luckily aren't doomed but their the fate is changing and they must adapt quickly. Years ago, a CMO's main focus was creating. Today, they must learn to leverage insights of data and incorporate that into the marketing planning process. As Lynne said, "if I can't measure, I'm not doing it."

Key Takeaways:

  • There has been a shift in responsibility from IT to Marketing. Budgeting and execution are now done within the marketing department and CMOs are more responsible for website performance and creating a seamless customer experience.
  • The CMO skillset is changing. To remain competitive in market, CMOs must be data-driven and embrace technology when planning. CIO and CMO alignment is crucial for success.
  • Alignment with sales is necessary. Tracking metrics such as conversions and program performance allows Capozzi to "turn up the dials on things that are working" and ditch programs that are not. She also tracks lead flow and works collaboratively with sales to ensure a consistent experience throughout the buying journey.
  • Personalization pays off. Companies like Netflix and Amazon have raised consumers' expectations from a personalization and UX stand point making it vital for companies to embrace this change to remain successful.
  • Acquisitions fuel growth. Buying new companies is great but don't forget that internal marketing is important for getting your team on board and excited about future brands.


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