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etailinsights eCommerce Data and Sales Blog

CMOs Love Data, Research and Proof

By Darren Pierce on Jul 22, 2013 6:00:00 AM

Everyone can agree that taking an unnecessary risk is bad for business.

In the eyes of a CMO, a chief marketing officer, it doesn’t matter how wonderful a claim or idea may sound if there isn’t any proof to back it up. An idea without proof is an unnecessary risk.

Think about it. You’re asking someone to take a risk on you and your service. It may not be a huge risk, but it’s a risk nonetheless, and any CMO in his right mind is going to expect you to explain how that risk is eventually going to pay off. It’s your responsibility to get his attention and to tell him why you’re worth his time and money.

Put simply, it’s your responsibility to give him proof. And there are a number of effective ways to do that.


Numbers are easy to relate to the bottom line. Sometimes a complicated, overarching statement about how your service can dramatically improve multiple aspects of a business isn’t nearly as effective as simply just saying that “Hey, we worked with two companies similar to you this past year, and both increased sales by 20%.”

Case Studies

Case studies are effective because people remember stories. Describe the kinds of problems your customers have faced and how you helped solve those problems. It will give CMOs more detail and context as to what kinds of issues you’re capable of addressing.

Chances are if they see how you responded to adversity in the past, they’re likely to believe that you will do the same in the future. Many times, showing how you got to a result can be as important as the result itself.

Public Acknowledgement

It’s okay to toot your own horn once in a while, especially if a former or current client mentions you online. It’s one thing to tell a CMO that your customer had a great experience with you. It’s another thing completely to have that customer singing your praises in the public eye. It’s okay to be proud of positive public acknowledgment. Just don’t overdo it.

CMOs love proof because it helps to eliminate unnecessary risks. You have to make sure you’re giving it to them.

Written by Darren Pierce

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