No one can deny that data is enlightening. Its signals tell us who our audiences are, where to find them, and how they’re influenced. But does it trump storytelling? Today's CMO requires a healthy mix of analytics experience and creativity to be successful.
Let’s be honest: The storyteller has taken a beating over the past five or so years thanks to the rise of programmatic marketing in particular, but also in no small part to the cornucopia of marketing automation technologies that let marketers measure everything.
Tesla is an example of how the pendulum is swinging back. The company’s mission is to reduce the consumer’s carbon footprint and eliminate dependency on fossil fuels. Though highly driven by its mission, one rarely hears the company talk about it. Instead, focus is on creating the best driving experience that also happens to be good for the environment.
Today’s successful CMOs are data-geeky storytellers.
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