About the Episode
Join host Jaime Hunt in her premier episode as she talks with Terry Flannery, author of “How to Market a University: Building Value in a Competitive Environment,” about the evolution of the role of CMOs in higher education. The two discuss how marketing is a value driver, how to help other senior leaders understand how and why CMOs should contribute to conversations about the strategic direction of our organizations, and what trends we should be watching as we consider the demographic cliff.
Key Takeaways
- Strategic Role of Marketing: Higher ed marketing is not just about promotion; it’s central to shaping institutional strategy and achieving revenue and reputational goals.
- Collaboration Beyond Silos: Effective collaboration between CMOs and leadership ensures that marketing insights inform strategic decisions at the highest levels.
- Investment in MarTech: Modern marketing requires investment in data, analytics, and CRM systems to track the entire student lifecycle and measure brand health effectively.
- Career Growth and Adaptation: CMOs have diverse paths for career growth, from expanding into CXO roles to possibly advancing into university presidencies.
- Centralized vs. Decentralized Models: CMOs can thrive under various organizational models, but a shift toward more centralized, collaborative structures can amplify marketing’s impact.
Episode Summary
What Led Terry Flannery to Write How to Market a University?
Terry shares that the idea to write How to Market a University stemmed from requests by higher education leaders seeking guidance on effectively organizing, resourcing, and measuring marketing efforts in academia. Recognizing the demand, she saw this book as a way to bridge the gap between institutional strategy and practical marketing. Throughout the writing process, she aimed to create a resource useful for both CMOs and institutional leaders, with discussion questions at the end of each chapter to foster conversations among leadership teams. The book equips readers with tools and insights that challenge the view of marketing as purely promotional, positioning it instead as a vital component of institutional strategy.
Why Should CMOs Have a Seat at the Leadership Table?
In her career, Terry has witnessed a gradual shift in understanding the strategic importance of marketing. Today, more presidents and provosts are recognizing that marketing strategy is integral to institutional strategy. Terry highlights that CMOs provide valuable insights on student and alumni engagement and bring a unique data-driven perspective, enabling leadership to make informed decisions about enrollment, reputation, and brand management. Having CMOs at the table not only amplifies their ability to align marketing goals with institutional goals but also allows marketing teams to anticipate and adapt to strategic priorities more effectively. Jaime and Terry discuss how institutions can benefit from CMOs’ unique insights when they’re engaged in strategic planning from the outset.
How Can Higher Ed Marketing Benefit from MarTech?
Investing in MarTech, such as CRM systems, marketing automation, and analytics tools, is essential for higher ed institutions to effectively track and nurture student relationships from initial contact through alumni engagement. Terry advocates for breaking down campus silos that often lead to fragmented data and disconnected CRM systems. By centralizing MarTech investments, institutions can build cohesive, long-term relationships with students and alumni, maximizing engagement and retention. Both Jaime and Terry emphasize that advanced MarTech not only supports more effective marketing but also increases efficiency, allowing teams to focus more on strategic initiatives rather than manual processes.
What Career Paths are Available for Higher Ed CMOs?
The role of a CMO is evolving, with more pathways opening up for career advancement in higher education. Terry suggests that, while CMOs traditionally focus on marketing and communications, there is growing potential for them to transition into broader roles, including Chief Experience Officer (CXO) positions or even institutional presidency. Jaime and Terry discuss how CMOs’ skills—ranging from data analytics and brand strategy to stakeholder engagement—uniquely prepare them for roles that demand holistic institutional oversight. Terry encourages CMOs to consider gaining experience in areas such as financial management or advancement to round out their skills for future leadership opportunities.
What’s Next for Higher Ed Marketing?
With challenges like the demographic cliff and increased competition, Terry believes that the higher ed marketing landscape will require CMOs to lead with data-driven insights and creative strategy. Future success hinges on enhancing brand equity and measuring it through metrics that resonate with university leadership. The trend toward centralizing resources and investing in MarTech will also likely continue as institutions strive for operational efficiency and cohesive branding. Higher ed marketers will need to navigate evolving job market demands, adapting to remote work where possible to attract and retain top talent.
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