How to Become a Revenue-Driven CMO with Pam Piligian

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Today’s guest has over 25 years of marketing experience in which she has executed campaigns for household name brands like Wachovia, Energizer, Safeway, Nabisco, Ocean Spray, Black Decker, and many others.

She is also a founding member of the DC Chapter of CHIEF, which is an organization devoted to connecting and empowering women in leadership. Pam Piligian is the Chief Marketing Officer of Navy Federal Credit Union.

Pam joins Host Chris Mechanic to discuss an extremely powerful quote from the Honorable Ruth Bader Ginsburg that every marketer should live by.

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Pam also shares why continual testing and iteration are crucial to succeeding in marketing, how to prioritize customer privacy while utilizing their data, and how to use storytelling to reach multiple audiences with different needs.

Takeaways:

  1. Always align marketing efforts with revenue generation. Brand awareness and metrics are important, but they must ultimately contribute to the company’s bottom line. Encourage your team to always question how their projects contribute to revenue to maintain focus on impactful activities.
  2. In the planning stages of every marketing campaign, ask how it will add value or serve your audience. This builds trust and loyalty over time as part of the ongoing relationship between your brand and your customers.
  3. Marketing is a relationship business. Every interaction and touchpoint with your brand is an opportunity to deepen the connection with your audience.
  4. Utilize the data available to you to tailor your marketing efforts to the unique needs and preferences of your audience. In so doing, be mindful of the insights customer data provides while also considering your customer’s privacy.
  5. Implement a continuous testing environment. It promotes innovation and ensures you are always ahead in understanding what resonates with your audience.
  6. Create an atmosphere where it’s safe to take risks and embrace failures. Celebrate learning from failures as much as celebrating successes. This fosters innovation and encourages team members to propose bold ideas.
  7. Encourage each member of your marketing team to find activities that recharge them and ensure they make their personal well-being a priority alongside their professional responsibilities.

Quote of the Show:

“All CMOs really have to be revenue-driven. We can talk about brand metrics til the cows come home, but until that can turn into revenue, it’s a missing gap.” – Pam Piligian

Links:

Shoutouts:

Ways to Tune In:

Featuring:
Pam Piligian

Pam PiligianCMO, Navy Federal Credit Union

Chris Mechanic

Chris MechanicCEO & Co-Founder

Podcasts Info:
56:22
Categories:
Creative + UX
Marketing

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