No matter how the digital space has evolved considerably over the last years, something remains the very same– a chief marketing officer wears different hats.
Case in point: Vitor Peçanha, co-founder and CMO at Rock Material, a world-renowned leader in content marketing.
Utilizing old doors from a country house of his co-founder’s dad, Peçanha developed the very first tables for the startup in 2013.
Huge (and little) decisions that formed Rock Material into what it is today were made around those tables. And the chief marketer sat at the heart of every decision-making procedure, driving development and purpose with imagination and analytics.
Today, his function as a CMO has never ever been more vibrant and prominent.
What does it take for modern-day CMOs to become high-impact leaders that drive their companies to success?
Peçanha has a couple of views to share.
Sharing And Accomplishing A Common Objective
What was your vision when you started your function as a CMO?
Vitor Peçanha: “As the founder of a marketing start-up, all I had at the beginning was a concept and a plan to execute it.
We founded Rock Content since we believe that there’s a better method to do marketing by using material to draw in and thrill your audience and produce service.
When we first began in 2013, material marketing wasn’t very well understood in the nation, and our vision was to end up being the largest content marketing business worldwide, beginning by presenting it to Brazil.”
How do you make sure your marketing objectives are lined up with the overall organization?
VP: “At Rock Content, we have a structured management model in place.
Every 6 months, the executive team reviews the business’s objectives– like revenue, net income retention (NRR), etc– to create the general company plan for the company.
Then, we have a design of cascading duties and key efficiency signs (KPIs) that begin at the top and end at the specific factor, where all the actions are connected to each other.
One of the repercussions is that a lot of the department goals are generally quite near to earnings, sometimes even shared with the sales group.
My individual goal, for instance, is the business’s earnings objective, not a marketing-specific metric.”
Purchasing Individuals And Training
How has your approach on structure and handling a team changed over time?
VP: “I found out a few things over the last ten years, however I believe the most important one is that an excellent team member who delivers consistent quality and goes the “extra mile” deserves 10x someone who simply does what he’s told, even if properly.
This grit that some individuals have makes an entire difference, and now I focus my hiring on this soft skill more than anything.
Naturally, if it’s a more senior position, the experience will play a big role, however I prefer to train an enthusiastic junior employee than handle an adequate senior one.”
In a 2022 Gartner survey, the absence of internal resources stuck out as the most significant space in performing content strategies. Facing this challenge, how do you attract and retain top marketing skill?
VP: “We constructed a substantial brand in the digital marketing space over the last ten years. We are seen as innovators and innovators in the space, especially in Brazil, so we don’t have an attraction issue when it pertains to marketing skill.
Likewise, one of our “hacks” is our learning center, Rock University, which has actually already crossed the 500,000-student mark due to the fact that we are basically informing the market for our requirements.
Retention is a various game since we need to keep them engaged and excited with the business, so we invest a lot in training and other efforts.
I prefer to have smaller sized teams, so each member has more responsibility and acknowledgment. Since we outsource our content production to our own freelance network, it’s much easier to have a scalable group.”
Leading In A Data-First Culture
What sort of material marketing metrics do you focus on, and how do you figure out whether you have the best strategy in place?
VP: “The primary metric of my team today is Sales Qualified Leads (SQLs), so I require to produce not just volume but high-quality potential customers for the sales team.
It’s simple to understand if we are carrying out well or not with this metric, and we are constantly monitoring the SQL sources based upon just how much pipeline each source creates.
So, for instance, if a sponsorship creates 1 million in the pipeline and costs me 100,000, I increase the financial investment there.”
They state the CMO role is mainly driven by analytics instead of gut decisions. Do you concur? How do you utilize information in your everyday work?
VP: “I concur, and most of my decisions are based upon data.
I’m continuously inspecting the number of SQLs my team generated, the cost per dollar created in the pipeline, and channel and campaign efficiency. But data alone isn’t enough to make thoughtful decisions, and that’s where suspicion and experience are available in.
A CMO requires to look at information and see a story, comprehend it, and write its next chapter.
Naturally, not every effort is greatly based on information. It’s still important to do things that aren’t directly measurable, like brand awareness projects, however these represent a little part of my financial investment and time.”
What are the abilities that CMOs need which do not get enough attention?
VP: “Being able to craft and tell a terrific story, both internally and externally, is among the greatest skills a CMO must have, and it doesn’t get enough attention in a world focused on data.
Data is important, naturally, but if you can’t turn that into a strategy that not only brings results however also delights individuals, you’ll have a hard time being an excellent CMO and leader.”
If you had to summarize the worth of a material marketer, what would it be?
VP: “A fantastic content marketer can create pieces of content that seem easy and easy to compose, however behind them, there’s constantly a method, a great deal of research, and abilities that are invisible to the end user, which’s how it ought to be.”
What do you think the future of material marketing will be? The function of AI in material method?
VP: “If whatever goes well, the term content marketing will no longer be used in the near future.
Content techniques will be so integrated within the marketing department that it will not make good sense to call it content marketing, the same method we do not say Web 2.0 anymore.
Good CMOs and online marketers will understand that the customer follows a journey where whatever is content (even PPC, offline media, and so on), and it doesn’t make sense to treat them individually.”
Take a look at this SEJShow episode with Loren Baker, where Peçanha talks more about what lies ahead in content marketing.
Included Image: Courtesy of Vitor Peçanha