How modern CMOs can mitigate muddiness to lead and deliver better marketing ROI

Ken Gray - Senior Digital Experience Strategist

29 Aug 2022

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Understand the Business Objectives

It may seem obvious, but as a CMO – or Chief Marketing Officer - being clear on what your organization is trying to accomplish for the year is important. However, if that knowledge is not watched and guarded carefully it can get muddied by market trends and overall busy work. To “mitigate muddiness”, here at Konabos we keep our hand on the pulse of the organization and marketing objectives using a variety of tactics. We use our core value “Keep Exploring” to creatively meet our strategic priorities, business performance, scaling, and growth objectives and employ the following strategies and principles.  

Build and Lead an Effective Marketing Team

At Konabos our marketing team is empowered to do what it takes to continue the phenomenal and steady growth of the company. However, since we are a small team, we must be very efficient with our resources and maximize our marketing spending. Two main ways we do this are:

Clear objectives

To be efficient we cut out distractions through clearly documented objectives for our team and the campaigns we are running. We allot a specific amount of time for activities related to each campaign so we can measure the ROI – or return on investment - against the activities. Before new ideas are added and executed, they are vetted against our current workload and objectives. In this way, we avoid overruns and remain focused on getting things done. 

Image that says ideas are easy on the left. An graphic of a light bulb and gears between two arrows going in a circle. Execution is everything on the right. Konabos logo on the bottom right

Coaching and mentorship

Another way we maximize our marketing efficiency and stretch our marketing dollars is by coaching and mentoring. Our seasoned marketing professionals have regularly scheduled sessions to share knowledge and guide our junior team members. It’s also a great way for our more senior folks to stay relevant as they learn about new tools and techniques from their protégées. Junior team members are also encouraged and given opportunities to lead in various aspects of campaign execution, thus preparing them for career advancement.

Build Meaningful Partnerships

Konabos is healthy and growing because of the community, vendor, and client partnerships we have established over the years. Our professional work is predicated on our first two core values, “Be Kind”, and “Be Fair” which are lived from the inside out. 

Partnership and community interactivity allow us to drive brand adoption, content engagement, sales expansion, and customer loyalty at scale. We connect and encourage engagement and cooperative marketing with partners. Both our internal and external customers, from junior to C-level, are included and share a mutual commitment to engage on social media and create relevant content for our digital channels.

Yellow background. Photo of Konabos logo connected to other entities on the left. Good business is built on great relationships on the left

Proactively Gather Insights

Our marketing team at Konabos is always doing research, investigating new technologies, and having conversations with our clients and internal team members. The conversations we have, center around the client’s pain points, their business vision, and how we can improve. 

A simple 30-minute conversation can provide weeks of content and innovative ideas that we can “pay it forward” and share with our customers and the public to further our marketing and brand objectives.

Communicate, Communicate, Communicate

As an agile agency, Konabos is constantly communicating throughout the organization, from top to bottom and everywhere in between. We use several tools and set specific weekly, monthly, and quarterly meetings to keep everyone in the loop as to what is happening, potential opportunities, and the progress we are making toward our objectives and key results (OKRs). 

With more than 20% of our organization recognized as Sitecore MVPs, including the only Lifetime MVP, Konabos continues to be globally recognized as a category leader in digital experience platforms.

If you need help in your organization to achieve clarity and similar success, feel free to...

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Ken Gray

Ken is a two-time Sitecore Strategy MVP who has been working with the Sitecore platform since 2011. He has over 20 years of experience in business analysis, software development, content management systems, marketing, and digital strategy.

Ken’s passion for digital marketing and personalization along with his coaching and training abilities, aids Konabos in helping dozens of Content Authors and Sitecore Marketers improve their productivity and knowledge of Sitecore; thus maximizing each client’s return on investment. 

In short, Ken makes the complex toolset of Sitecore, simple.

Request a Sitecore Training Syllabus.

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