Every five minutes, we hear about the growing trend of the "analysts" trying to take over the CMO spot, and they may just yet, but I'm not convinced it's good for business. The boardroom already has analytics-driven thinkers all over it: CEO, CFO, CIO, etc.
Now you want to replace the CMO, your last bastion of any creativity, with an analyst, all in the name of creating a procrustean bed where everything fits nice and cleanly into a tight little numeric box.
Newsflash: NOT EVERYTHING IN LIFE IS MEASURABLE. You can assign #s to your customer experience if you want, but the quantity and quality of testimonials are just as good an indicator as actual site activity and social media traction.
And more importantly, your company culture and anything related to your principles and values has NOTHING to do with #s and is badly neglected on a regular basis by corporate leaders.
So go ahead. Fire the creatives, bring in the accountants and build your business around #s . Tell the creative directors out there that they are about to get replaced. They come from ad agencies... and they're much tougher, much smarter, and much more resilient than you think.
For every Billy Beane, there's a Brian Sabean winning a ring. For every #s cruncher, there's a gut-driven success. For every Gates, there's a Jobs.
And for every "moneyballer" that enters the C-Suite, there will be a creative there constructively fighting him, and occasionally winning, even if the victory is sometimes Pyrrhic.
Don't believe the hype.
Thanks for the flicks, Phil.
"Dude, we just don't know."
- RedShift WritersOwner and Lead Content Writer, 2012 - present
- BrightBoxWriter, 2011 - 2013
- TestmastersPR Manager/Consultant, 2007 - 2013
- The GreensheetHead Copywriter, 2012 - 2013
Daniel J. Cohen is the Founder and Lead Writer at RedShift Writers, a Houston copywriting company and content strategy firm that delivers high impact, lightning fast content. Specializing in websites, RedShift creates business writing tailored to the digital/social media era. The company offers press releases, advertisements, brochures, social media messaging and other content-related products designed to drive sales and make money for clients in a wide variety of industries. Redshift lives to write and write to brand.
As for Cohen, he
writes, runs, reads, drinks coffee, travels when he can and loves people. His friends
say he has never met a stranger.
Find out more at www.redshiftwriters.com.
- American UniversityPolitical Science, 2002 - 2006
- University of HoustonPublic Relations, 2008 - 2011