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Posted by Sheryl Pattek on March 4, 2013
If you’ve been following my posts, you already know that I love sports. But, if this happens to be your first time reading my blog, I’ll admit it right now . . . I’m a sports fanatic. In fact, I’d say I’m just slightly to the side of being obsessed. Seriously obsessed.
Second only to the Super Bowl for me is March Madness, the greatest time of year for NCAA college basketball. What makes it so great is the passion and enthusiasm that takes over every one of the 64 teams that make it into the tournament. And, of course, the Cinderella stories that seem to emerge, year after year.
In South Florida, we love our world champion Miami Heat, and even our Miami Dolphins, which seem to just flop around year after year. But who would have thought that the University of Miami Hurricanes basketball team would be the talk of the town in 2013?
Heart, excitement, enthusiasm, commitment, and a great work effort; none of those would have mattered without the leadership from the best college coach in the game today. As I have a recent Georgetown grad in the family and I'm a Big East fan, it’s not easy for me to admit that UM’s Coach Jim Larranaga is amazing and should be a serious contender for college coach of the year. In less than two years, he’s turned a floundering program into a national powerhouse.
And the way he accomplished this provides one more lesson for CMOs on the impact the smart use of rich data insights and technology can have. Coach Larranaga understood that you can compete and win with an innovative approach to the business of coaching. He understood that creating your strategy from insights gleaned from data makes all the difference. And, finally, he understood that technology is important to helping the business of coaching college basketball run more efficiently. Sound familiar? Here’s Coach Larranaga’s recipe for success that CMOs should follow:
As I stated at the beginning of this blog post, I know I’m a sports fanatic and I love success stories, especially when there are parallels and lessons for marketers. The lessons here for CMOs are clear: 1) Think differently and innovate to engage with customers in new ways wherever they happen to be; 2) use data insights to inform your strategy; and 3) implement technology to enhance effectiveness.
What are you doing to learn from these lessons?
Do you have a marketing technology strategy? Are you making the right technology decisions? What role are you playing in making key marketing technology purchases? I’m working on a new report that examines the role of CMOs in technology purchase decisions. I’d love to hear your comments and perspectives about this topic and, if you're interested, have you participate in my research.
And, if you love March Madness as much as I do, it’s time to get your bracket ready. If you’re not a fan, just pick your teams based on uniform colors. Either way, get ready for a wild ride.