This year’s Modern Customer Experience conference in Las Vegas offered conference attendees the promise of becoming legendary together. Now, if you can just get the image of Neil Patrick Harris as Barney Stinson in How I Met Your Mother out of your head and focus on the concept within the context of marketing, the idea of being legendary together is really important.
As the marketing profession evolves in this data-driven era one thing is abundantly clear: marketing can’t operate in a silo and be left in the dark until the sales team needs something done. Back in the early aughts when I was beginning my marketing career working in a silo pretty much characterized the marketing team’s existence. We only had access to the CRM to upload leads, we couldn’t measure the effectiveness of what we had done, or even gain insight in how a lead was moving along the pipeline.
While the casual observer could attribute this experience to just one dysfunctional organization, if you get three or more marketers in one place, you’ll certainly hear similar stories. The good news is that times have changed and as marketers have built martech stacks that generate data and deliver laser focused insight on what customers are interested in and where they are in their buyer’s journey, and what the most effective way to reach them is, well, the walls of the silo don’t seem so permanent.
Rather than hoard insight, modern marketers have embraced the idea of being legendary together. As Ann Handley, martech influencer and a keynote speaker at this year’s Modern Customer Experience shared, uniting sales and marketing together in the pursuit of excellence and combining technology and human insight “is something you learn [how to do] in spades and MCX.”
As well as emphasizing the importance of teamwork between marketing and sales and between technology and insight, Handley noted another area where being legendary together is vitally important for success in this day and age. Handley encouraged marketers to ensure that they unify insight, commenting that “[y]ou can’t have a brand that’s uncoupled from the customer experience across social, web, and all touchpoints” and expect to be successful.
These are all valuable lessons that MCX attendees will be taking with them as they head back to the office. And we’re definitely excited to hear from marketers about how they’re delivering on the promise of being legendary together. Share your story with us on Twitter, or send us an email.