Transcript
A (0:00)
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast Network, ready to expedite your company's organic growth efforts. Sit back, relax and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
B (0:43)
Okay, final lightning round question. Let's get into a game plan. So let's say you're a CMO or in the C suite. What's your game plan to develop a convincing argument to your technical leadership to integrate customer data?
C (1:00)
Yeah, probably a very tough conversation to have. I think there's a couple of ways to approach so we touched on it too. You need to quantify the business opportunity or the business impact. So just being able to quantify it on a large scale, not describing it as just relevant to me, the marketer, but actually how it's impacting the entire business. You would quantify the cost of inaction and so you would basically paint the picture. What does this look like in 12 months? And if we keep doing this for the next 12 to 24 months, what are we going to look like as a business at that point? And then it's for a lot of the marketers trying to bridge the gap between their tech teams, it's an efficiency play for the tech team. Going back to we talked about earlier, marketers are still really relying on the tech team, the BI and the analysts to pull a query for them. All these ad hoc requests, if you improve and invest in the infrastructure and the tools you're using, you start to eliminate a lot of the ad hoc requests and you're actually freeing up efficiency for your tech team. And then the last thing is just the tech teams today are all very excited and passionate about the AI opportunity. So it's if you could speak to their language and say I'm on board with you with your AI readiness strategy. And I know you're deploying all these different tactics you want to do in AI. This is just an extension of that. I think it's an easier way to get them excited and start to bridge that gap when you take that approach.
B (2:35)
Question for you on this how much of this with tech leadership is the balancing of fear or loss or missed opportunity versus growth, acceleration and expanded marketing opportunities. Even in your narrative there, there's components of it that are like, hey, we're going to miss out if we don't do this versus there's this huge growth opportunity here. How are you thinking about balancing those conversations with technical leadership?