92_Jim Williams_Influitive

Why the Modern CMO is Like a Mutual Fund Manager


Jim Williams, Vice President of Marketing at Influitive has spent 20 years in B2B marketing with start-up and growth-stage technology companies. Under Jim’s leadership, Influitive, a pioneer in advocate marketing software, has developed a world-class inbound marketing engine that fuels 70 to 80% of the revenue engine. Jim has built a thriving community of engaged advocates made up of customers, partners and evangelists.


On this episode, Jim and I discuss the dynamic role of the modern CMO. He reveals the skills needed by the modern CMO, how to impact revenue growth by building a team of internal and external advocates, and pitfalls to avoid. Jim stressed how a CMO’s best tool is the brand’s reputation. What are your customers saying about your brand?

On This Episode You’ll Discover:

  • Why Jim says the role of the CMO is the most re-defined in the C-Suite.
  • How 20 years ago the CMO’s role was all about raising brand awareness through PR, advertising, MarCom, data sheets, buyers guides, etc.
  • How CMOs are now, as Jim says, swimming in data and have the ability to systematically and scientifically move a buyer through the buyer’s journey.
  • How the CMO is affected by the power transfer from the brand to the buyer.
  • How part of the CMO’s role in the C-Suite is to identify market opportunities, drive revenue and be the steward of the customer experience.
  • Why your brand identity is what your customer says about you — your reputation.
  • Why Jim says a CMO’s most important skills include recruiting and developing talent.
  • How a CMO must have a balance of creative and scientific skills and the ability to work with other parts of the business, specifically to integrate with the customer experience.
  • How a CMO adds the most value to the organization by wielding the most data and bringing the reality from outside the 4 walls, to inside the 4 walls.
  • How the CMO adds value to the C-Suite by presenting the broadest view to revenue.
  • How the CMO touches the most steps on the buyer’s journey.
  • Why Jim says CMO’s are like fund managers, making and managing low and high-risk investments.

CMO’s are like fund managers, making and managing low and high-risk investments. @jimcwilliams

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  • Why Jim says early marketing technology was “a contract” between marketing and sales and how it has exploded into community management, advocate marketing, social media marketing, A/B testing, behavioral data- all things that are breaking down the silos.
  • Why Jim says your best tool as a CMO is what your customers say about your brand and your products.

Your best tool as a CMO is what your customers say about your brand and your products. @jimcwilliams
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Featured On This Episode:

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P.S. Don’t miss next week’s podcast episode with Julio Viskovich from rFactr.Subscribe to our podcast to stay current on new episodes delivered to your inbox every Friday!

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