No matter how the digital area has progressed considerably over the last years, something stays the same– a chief marketing officer uses 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 father, Peçanha built the very first tables for the start-up in 2013.
Big (and small) decisions that formed Rock Content 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 function with imagination and analytics.
Today, his function as a CMO has actually never been more vibrant and prominent.
What does it take for modern-day CMOs to become high-impact leaders that drive their organizations to success?
Peçanha has a few views to share.
Sharing And Accomplishing A Typical Objective
What was your vision when you began your function as a CMO?
Vitor Peçanha: “As the founder of a marketing start-up, all I had at the start was an idea and a plan to perform it.
We established Rock Content due to the fact that our company believe that there’s a better way to do marketing by using material to draw in and thrill your audience and create organization.
When we first began in 2013, content marketing wasn’t extremely well known in the nation, and our vision was to become the biggest content marketing business worldwide, starting by presenting it to Brazil.”
How do you make certain your marketing goals are aligned with the total organization?
VP: “At Rock Material, we have a structured management model in location.
Every 6 months, the executive team evaluates the company’s objectives– like earnings, net earnings retention (NRR), etc– to create the overall business prepare for the business.
Then, we have a design of cascading responsibilities and essential performance indicators (KPIs) that begin at the top and end at the private factor, where all the actions are linked to each other.
One of the repercussions is that a lot of the department objectives are usually quite close to profits, sometimes even shown the sales team.
My specific goal, for example, is the business’s earnings objective, not a marketing-specific metric.”
Investing In Individuals And Training
How has your philosophy on building and managing a group altered gradually?
VP: “I learned a couple of things over the last ten years, however I think the most important one is that an excellent staff member who delivers consistent quality and goes the “additional mile” deserves 10x someone who simply does what he’s told, even if correctly.
This grit that some individuals have makes an entire distinction, and now I focus my hiring on this soft ability more than anything.
Naturally, if it’s a more senior position, the experience will play a huge role, but I prefer to train a passionate junior worker than deal with an adequate senior one.”
In a 2022 Gartner survey, the lack of internal resources stuck out as the greatest gap in performing content methods. Facing this difficulty, how do you draw in and maintain leading marketing talent?
VP: “We developed a substantial brand in the digital marketing space over the last ten years. We are viewed as innovators and trendsetters in the area, specifically in Brazil, so we do not have an attraction problem when it comes to marketing skill.
Likewise, among 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 educating the market for our requirements.
Retention is a different game because we need to keep them engaged and delighted with the company, so we invest a lot in training and other initiatives.
I choose to have smaller groups, so each member has more responsibility and acknowledgment. Given that we outsource our material development to our own freelance network, it’s easier to have a scalable group.”
Leading In A Data-First Culture
What sort of material marketing metrics do you concentrate on, and how do you identify whether you have the best strategy in location?
VP: “The main metric of my group today is Sales Qualified Leads (SQLs), so I need to produce not only volume but top quality prospects for the sales team.
It’s simple to understand if we are carrying out well or not with this metric, and we are constantly keeping an eye on the SQL sources based on just how much pipeline each source creates.
So, for example, if a sponsorship creates 1 million in the pipeline and expenses me 100,000, I increase the investment there.”
They state the CMO function is mainly driven by analytics rather than gut decisions. Do you concur? How do you utilize data in your day-to-day work?
VP: “I agree, and the majority of my decisions are based upon information.
I’m constantly checking how many SQLs my group generated, the cost per dollar created in the pipeline, and channel and campaign efficiency. However information alone isn’t adequate to make thoughtful decisions, which’s where suspicion and experience are available in.
A CMO needs to take a look at information and see a story, comprehend it, and compose its next chapter.
Naturally, not every initiative is greatly based upon data. It’s still important to do things that aren’t directly quantifiable, like brand awareness campaigns, however these represent a little part of my investment and time.”
What are the skills that CMOs require which do not get enough attention?
VP: “Having the ability to craft and tell a fantastic story, both internally and externally, is among the best skills a CMO must have, and it does not get sufficient attention in a world concentrated on information.
Data is important, naturally, but if you can’t turn that into a method that not just brings outcomes but also thrills individuals, you’ll have a hard time being a fantastic CMO and leader.”
If you needed to summarize the worth of a material marketer, what would it be?
VP: “A terrific content marketer can produce pieces of content that appear basic and simple to compose, but behind them, there’s constantly a technique, a lot of research, and abilities that are unnoticeable to the end user, which’s how it ought to be.”
What do you believe the future of content marketing will be? The function of AI in material technique?
VP: “If everything works out, the term material marketing will no longer be utilized in the near future.
Content techniques will be so incorporated within the marketing department that it won’t make good sense to call it content marketing, the very same way we do not say Web 2.0 anymore.
Excellent CMOs and marketers will comprehend that the customer follows a journey where whatever is content (even pay per click, offline media, and so on), and it does not make sense to treat them independently.”
Take a look at this SEJShow episode with Loren Baker, where Peçanha talks more about what lies ahead in material marketing.
Featured Image: Courtesy of Vitor Peçanha