As we end 2013 and look toward 2014, there is an old Japanese proverb that, in its simplicity, conveys some very profound truths. It goes something like this:
“If you sit on a rock for three years, it will get so warm that you will get used to it.”
What exactly does that mean? It means that accepting the status quo and staying within the familiar confines of 2013’s comfort zone can lead to complacency that CMOs cannot afford. The pace of change is accelerating all around you. Empowered business-to-business (B2B) customer behavior, the proliferation of engagement channels, and technology advancements all demand that B2B CMOs recognize, respond to, and exploit these changes — transforming them into opportunities for 2014 business growth.
Base 2014 strategies and plans on a strong data foundation.B2B CMOs must base product, messaging, and marketing execution decisions on data insights. Gut feelings, instinct, or “we’ve always done it this way” won’t cut it any longer.