No matter how the digital space has actually evolved significantly over the last decade, something remains the same– a chief marketing officer wears various hats.
Case in point: Vitor Peçanha, co-founder and CMO at Rock Material, a world-renowned leader in material marketing.
Using old doors from a nation house of his co-founder’s father, Peçanha constructed the very first tables for the start-up in 2013.
Big (and small) choices that formed Rock Material into what it is today were made around those tables. And the chief online marketer sat at the heart of every decision-making process, driving growth and purpose with creativity and analytics.
Today, his role as a CMO has actually never been more dynamic and influential.
What does it take for modern-day CMOs to end up being high-impact leaders that drive their organizations to success?
Peçanha has a few views to share.
Sharing And Achieving A Common Goal
What was your vision when you began your role as a CMO?
Vitor Peçanha: “As the founder of a marketing start-up, all I had at the beginning was a concept and a plan to perform it.
We founded Rock Content because we believe that there’s a better way to do marketing by utilizing content to draw in and thrill your audience and generate company.
When we initially started in 2013, content marketing wasn’t very well known in the country, and our vision was to end up being the biggest material marketing company worldwide, starting by presenting it to Brazil.”
How do you make certain your marketing objectives are lined up with the general company?
VP: “At Rock Material, we have a structured management design in place.
Every 6 months, the executive group reviews the business’s goals– like revenue, net revenue retention (NRR), and so on– to develop the total service prepare for the company.
Then, we have a model of cascading duties and crucial performance indications (KPIs) that start at the top and end at the specific factor, where all the actions are connected to each other.
Among the consequences is that a lot of the department objectives are usually pretty close to earnings, sometimes even shown the sales team.
My individual objective, for example, is the company’s earnings objective, not a marketing-specific metric.”
Purchasing Individuals And Training
How has your philosophy on building and handling a group altered with time?
VP: “I found out a couple of things over the last ten years, however I think the most essential one is that an excellent staff member who provides consistent quality and goes the “extra mile” deserves 10x someone who just does what he’s informed, even if properly.
This grit that some people 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 big role, but I choose to train a passionate junior staff member than handle an adequate senior one.”
In a 2022 Gartner survey, the absence of internal resources stood out as the greatest space in performing content techniques. Facing this challenge, how do you attract and maintain top marketing skill?
VP: “We constructed a big brand in the digital marketing space over the last 10 years. We are viewed as innovators and innovators in the space, particularly in Brazil, so we do not have a destination problem when it comes to marketing skill.
Likewise, among our “hacks” is our knowing center, Rock University, which has already crossed the 500,000-student mark since we are essentially educating the marketplace for our needs.
Retention is a various game since we need to keep them engaged and delighted with the business, so we invest a lot in training and other initiatives.
I prefer to have smaller groups, so each member has more duty and acknowledgment. Because we outsource our material production to our own freelance network, it’s simpler to have a scalable team.”
Leading In A Data-First Culture
What type of material marketing metrics do you concentrate on, and how do you determine whether you have the best method in location?
VP: “The primary metric of my team today is Sales Qualified Leads (SQLs), so I need to produce not just volume but high-quality potential customers for the sales team.
It’s simple to understand if we are performing well or not with this metric, and we are constantly keeping an eye on the SQL sources based upon how much pipeline each source creates.
So, for example, if a sponsorship produces 1 million in the pipeline and costs me 100,000, I increase the investment there.”
They say the CMO role is mostly driven by analytics rather than gut choices. Do you concur? How do you use data in your everyday work?
VP: “I agree, and the majority of my choices are based on data.
I’m constantly inspecting how many SQLs my team generated, the expense per dollar created in the pipeline, and channel and project efficiency. However data alone isn’t enough to make thoughtful choices, which’s where gut feelings and experience can be found in.
A CMO needs to take a look at information and see a story, understand it, and compose its next chapter.
Naturally, not every effort is heavily based upon information. It’s still important to do things that aren’t straight measurable, like brand name awareness projects, however these represent a small portion of my investment and time.”
What are the abilities that CMOs require which do not get enough attention?
VP: “Being able to craft and tell a fantastic story, both internally and externally, is among the best abilities a CMO need to have, and it doesn’t get sufficient attention in a world focused on information.
Information is necessary, naturally, however if you can’t turn that into a strategy that not just brings outcomes however likewise thrills individuals, you’ll have a difficult time being a fantastic CMO and leader.”
If you had to summarize the value of a material online marketer, what would it be?
VP: “A terrific content online marketer can produce pieces of content that seem simple and easy to compose, however behind them, there’s constantly a method, a lot of research, and abilities that are invisible to the end user, which’s how it needs to be.”
What do you think the future of content marketing will be? The function of AI in material method?
VP: “If everything works out, the term material marketing will no longer be utilized in the near future.
Material strategies will be so incorporated within the marketing department that it will not make sense to call it content marketing, the same method we do not say Web 2.0 any longer.
Excellent CMOs and online marketers will comprehend that the customer follows a journey where everything is content (even pay per click, offline media, and so on), and it does not 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 content marketing.
Included Image: Thanks To Vitor Peçanha