By now, every CMO understands the need to build a data-driven marketing team. But how do you do it? In this post I share Marketo’s tips about the staff and skills you need to develop, as well as how to create a culture of metrics and accountability.
Hire the Right Kind of People
If you aren’t getting the marketing metrics you need, it’s probably because you haven’t made them a priority.
In a perfect world, it’s ideal to hire a full-time analyst for this job – the pace of your enterprise’s adoption of marketing analytics will be faster if you do. However, most marketers are faced with the reality of embarking on their measurement journeys with only the staff they already have. If you find yourself in this scenario, assign analytics ownership to someone currently within your organization – and then make absolutely sure they have the skills, adequate support, and coverage to be successful.
You’ll want to be intentional about the skills you search for and cultivate:
Analytical proficiency. Someone with analytical skills will be able to absorb, visualize and articulate large amounts of data and complex concepts, and make decisions to solve existing problems that make sense based on the available information.