Data and analytics play essential roles when it comes to marketing. But effectively using data to improve marketing is easier said than done. According to Scott Holden, CMO of ThoughtSpot, technology needs to be a part of the solution.
On this episode, Scott sits down with Ian to dig a bit deeper into data-driven marketing and the tools marketers need in order to better access insights. They also discuss Scott’s journey to ThoughtSpot, what it means to be on the same page with other departments as the CMO, and much more.
Links:
Full Notes & Quotes: http://bit.ly/2KCaIdn
Scott’s LinkedIn: http://bit.ly/31rurmK
Scott’s Twitter: http://bit.ly/2MOdYoB
ThoughtSpot: http://bit.ly/2Kz1f6v
5 Key Takeaways:
– “You have to get comfortable being more transparent.” – Scott Holden
– Cease and desist letters shouldn’t be what you’re shooting for. However, when it comes to marketing against your competition, it could be mean you hit the mark.
– Scott states, “If you’re keeping the sales team fed, it buys you the right to do the cool stuff [as marketers].” Marketing and sales should be on the same page and a win for one team should be a win for the other.
– Scott also argues, “In the absence of a framework or in the absence of information or communication, people just assume you’re not doing your job.” It’s your job as the CMO to set these frameworks so others know how to measure your abilities.
– Don’t be afraid to stick to your value proposition and your core messaging and keep this constant. A lot of marketers are trying to ride trends and go all over the place. Stay constant.
Bio: Scott is the Chief Marketing Officer of ThoughtSpot, a company focused on disrupting the business intelligence industry with search-driven analytics. Scott’s career journey began at Chase, where he was a financial analyst. Soon after, Scott went from JP Morgan, to Walmart then Google, before landing at Salesforce. After seven years, Scott served as the vice president of marketing for the Salesforce Platform. In 2014, Scott made a move to ThoughtSpot, where he served as the vice president of marketing and quickly rose to the CMO.
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