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Even the most courageous, artful,
and thoughtful marketer will fail entirely without this last trait, 'scientific'.
Those first three words are a bit fuzzy and aren't likely to hold
sway with the CEOs and the board of directors out there.
For these folks, you need some science,
or more specifically, some math to chart your progress.
I used the word 'scientific',
one that starts with an S,
because it takes us to the all-important scientific method,
which is nothing more than making observations and doing experiments-
essentially, testing your way to success.
This trade is so important that it is actually the first element in my book,
which features an interview with Jeffrey Hayzlett who is the founder of C-Suite Network,
and the former CMO of Kodak.
Hayzlett notes that, "a lot of CMOs fail
because they forget to get the conditions of satisfaction."
In other words, they have not nailed down the key measures of success and therefore,
will have little chance of demonstrating the value of their contributions.
This seems like an obvious thing,
but you'd be surprised how few marketers actually have predetermined metrics.
Now, part of the problem is that despite the massive shift to digital marketing,
the rise of data analytics,
things like marketing automation and
account-based marketing and even artificial intelligence,
marketing effectiveness is remarkably hard to measure.
This is particularly true in B2B marketing,
which may have year-long cycles and multiple decision-makers.
Thus, making it next to impossible to attribute
any one of the marketing components to the ultimate sale.