About the Episode
About the Episode: The role of a CMO, especially in the dynamic landscape of higher education, requires a balance between strategic investment, operational agility, and creative problem-solving. In this compelling episode, Mallory and Seth discuss the evolving role of the Chief Marketing Officer (CMO) in higher education. Drawing insights from recent research by SimpsonScarborough, they uncover the stark pressures CMOs face, from budget constraints to the expectation to be all-encompassing leaders. With the landscape of higher education marketing changing rapidly, how can today's CMOs navigate these challenges through strategic innovation and effective resource management?
Key Takeaways:
- Pressure on CMOs: Nearly every CMO feels the burden of leadership expectations with inadequate resources
- The Unicorn CMO: Today's CMOs are expected to be strategic visionaries, operational experts, tech-savvy, and more, amidst resource constraints.
- Networking & Opportunities: A rise in professionals seeking opportunities outside campus roles, highlighting a need for impactful work without barriers.
- Resource Management Over Resource Increase: Emphasizing efficient use of available resources through innovation, especially leveraging AI for productivity.
- Investing in MarTech: The imbalance in higher education budgets, with a call to reallocate towards marketing technology for scalability and efficiency.
- Book Recommendations: Seth and Mallory share some of their favorites.
https://www.insidehighered.com/opinion/blogs/call-action
Book list!
https://www.amazon.com/Buyer-Personas-Customers-Expectations-Strategies/dp/1118961501
https://www.amazon.com/Ten-Types-Innovation-Discipline-Breakthroughs/dp/1118504240
Episode Summary
CMOs Under Pressure: The SimpsonScarborough Report
Mallory introduces SimpsonScarborough’s research highlighting the challenges faced by CMOs in higher ed. The report underscores how high expectations and low resources create a nearly impossible working environment. Seth acknowledges hearing from CMOs across the industry who are actively seeking to leave, citing systemic issues such as siloed leadership, unrealistic expectations, and insufficient autonomy.
Why Marketing Misalignment Hurts Everyone
Seth discusses the common scenario of presidents and boards expecting miracles from marketing without providing adequate investment or strategic alignment. Mallory adds that many marketing leaders must work within outdated systems and suggests that martech investment and smarter resource allocation could alleviate some pressures.
Book Recommendations for Marketers and Leaders
In response to a listener request, the hosts share their favorite books for inspiration and practical advice:
- Seth’s Picks:
- Buy Back Your Time by Dan Martell: A guide to reclaiming time for strategic thinking.
- Shoe Dog by Phil Knight: The story of Nike’s founding, perfect for inspiration.
- Principles by Ray Dalio: A must-read for systems thinking and organizational growth.
- Mallory’s Picks:
- 10 Types of Innovation by Larry Keeley: A framework for creative problem-solving.
- Buyer Personas by Adele Revella: A detailed guide to understanding complex decision-making processes, essential for higher ed marketers.
What This Means for Higher Ed Professionals
The episode emphasizes the need for institutions to realign expectations with investment and autonomy. Marketers must advocate for the resources and authority needed to achieve measurable success while leveraging tools like AI to work smarter, not harder. Additionally, higher ed professionals should prioritize ongoing learning through books and other resources to remain adaptive in an ever-changing industry.
Connect With Our Co-Hosts:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea
Seth Odell
https://www.linkedin.com/in/sethodell/
https://twitter.com/sethodell
About The Enrollify Podcast Network: The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Generation AI and Confessions of a Higher Education Social Media Manager.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
Connect with Us at the Engage Summit: Exciting news — Mallory will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI.
Use the discount code Enrollify50 at checkout, and you can register for just $99! This early bird pricing lasts until March 31.
Learn more and register at engage.element451.com — we can’t wait to see you there!
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