No matter how the digital area has developed considerably over the last decade, something remains the exact same– a chief marketing officer wears various hats.
Case in point: Vitor Peçanha, co-founder and CMO at Rock Content, a world-renowned leader in content marketing.
Using old doors from a country house of his co-founder’s dad, Peçanha built the first tables for the startup in 2013.
Huge (and little) decisions that shaped Rock Content into what it is today were made around those tables. And the chief marketer sat at the heart of every decision-making process, driving growth and function with creativity and analytics.
Today, his function as a CMO has actually never ever been more dynamic and influential.
What does it take for modern-day CMOs to become high-impact leaders that drive their organizations to success?
Peçanha has a couple of views to share.
Sharing And Attaining A Common Goal
What was your vision when you began your function as a CMO?
Vitor Peçanha: “As the creator of a marketing startup, all I had at the beginning was a concept and a strategy to execute it.
We established Rock Material due to the fact that we believe that there’s a better method to do marketing by using material to attract and thrill your audience and produce company.
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 biggest material marketing company in the world, beginning by presenting it to Brazil.”
How do you make certain your marketing goals are lined up with the overall organization?
VP: “At Rock Material, we have a structured management model in place.
Every six months, the executive group reviews the business’s goals– like income, net income retention (NRR), and so on– to produce the total business plan for the business.
Then, we have a model of cascading duties and crucial performance indicators (KPIs) that begin on top and end at the specific contributor, where all the actions are connected to each other.
One of the repercussions is that a lot of the department goals are usually quite near to income, sometimes even shared with the sales group.
My specific goal, for example, is the business’s income objective, not a marketing-specific metric.”
Buying People And Training
How has your philosophy on structure and handling a team altered with time?
VP: “I learned a few things over the last 10 years, however I believe the most essential one is that a fantastic team member who delivers constant quality and goes the “extra mile” is worth 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.
Of course, if it’s a more senior position, the experience will play a huge role, but I choose to train a passionate junior worker than deal with an adequate senior one.”
In a 2022 Gartner study, the lack of in-house resources stood out as the greatest gap in carrying out content methods. Facing this obstacle, how do you bring in and maintain top marketing skill?
VP: “We built a huge brand name in the digital marketing space over the last ten years. We are seen as innovators and innovators in the space, specifically in Brazil, so we do not have an attraction issue when it concerns marketing skill.
Likewise, one of our “hacks” is our learning center, Rock University, which has actually currently crossed the 500,000-student mark since we are basically informing the marketplace for our requirements.
Retention is a various game since we require 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. Because we outsource our material creation to our own freelance network, it’s simpler to have a scalable team.”
Leading In A Data-First Culture
What kind of content marketing metrics do you focus on, and how do you figure out whether you have the ideal strategy in place?
VP: “The main metric of my group today is Sales Certified Leads (SQLs), so I need to create not only volume however top quality potential customers for the sales team.
It’s easy to know if we are carrying out well or not with this metric, and we are constantly keeping track of the SQL sources based upon how much pipeline each source generates.
So, for instance, if a sponsorship creates 1 million in the pipeline and costs me 100,000, I increase the investment there.”
They state the CMO function is mainly driven by analytics rather than gut choices. Do you agree? How do you utilize data in your daily work?
VP: “I agree, and the majority of my decisions are based upon data.
I’m constantly inspecting how many SQLs my team produced, the expense per dollar produced in the pipeline, and channel and campaign efficiency. But data alone isn’t sufficient to make thoughtful choices, and that’s where gut feelings and experience come in.
A CMO needs to look at information and see a story, understand it, and compose its next chapter.
Obviously, not every effort is heavily based upon data. It’s still essential to do things that aren’t straight measurable, like brand awareness campaigns, however these represent a small portion of my financial investment and time.”
What are the skills that CMOs need which do not get adequate attention?
VP: “Being able to craft and tell an excellent story, both internally and externally, is one of the best skills a CMO should have, and it doesn’t get enough attention in a world concentrated on information.
Data is necessary, naturally, but if you can’t turn that into a strategy that not only brings outcomes however also delights people, you’ll have a difficult time being a great CMO and leader.”
If you had to summarize the value of a content marketer, what would it be?
VP: “A great content marketer can develop pieces of content that seem easy and easy to write, but behind them, there’s constantly a technique, a great deal of research, and skills that are undetectable to the end user, and that’s how it needs to be.”
What do you believe the future of content marketing will be? The function of AI in content strategy?
VP: “If whatever goes well, the term material marketing will no longer be utilized in the future.
Material strategies will be so integrated within the marketing department that it will not make good sense to call it content marketing, the exact same method we don’t say Web 2.0 anymore.
Excellent CMOs and marketers will comprehend that the client follows a journey where whatever is content (even PPC, offline media, and so on), and it doesn’t make sense to treat them separately.”
Have a look at this SEJShow episode with Loren Baker, where Peçanha talks more about what lies ahead in material marketing.
Included Image: Thanks To Vitor Peçanha