This is the 49th in a series of business tips from industry leaders that Enterprise Times has interviewed. Enterprise Times recently spoke with Jenny Victor, CMO of Epicor. Victor spoke about some of the philosophy that underpins her approach to marketing. Victor recently joined Epicor, and she has taken a group of skilled individuals and is forging it into a cohesive team to deliver more than the sum of its parts.
In another CMO interview with Jon Miller from Demandbase, he advocated that marketing now needs to stretch beyond its original function into other areas, such as customer success. How can a CMO help to break down the silos between different functions to coordinate actions in the best interests of the organisation as a whole?
Victor replied, “A lot of it comes with how we can help each other. One of the benefits of being a data-centric person and looking at data is I get to provide a lot of data to people. One of the things that’s really always been interesting for my head of support is we can measure, from a marketing standpoint, how customers are engaging with us. Who’s attending our Insights events? Who’s attending our webinars? How are they opening our emails?
“When engagement levels are high, generally, you see a correlation to health score because someone’s engaged, they’re learning and using the product. A low engagement level that’s where we first start to see an engagement dip; it can be a red flag. I can help support you by saying I can be the canary in the coal mine for you. Give you insight into what could potentially be happening with this customer base. I’m seeing a dip in this region in terms of participation or this industry. I can give you a heads-up, or we can dig in on it.
“That’s where the partnership across the ELT becomes really important. Because I can work with product to say, Hey, this is why we think they’re dipping up, or we can hear that support tickets are going up, and take a look at it. Problem-solve and get ahead of it.
“It is really one of those things that I’m impressed most with what Epicor does. They really do strive to partner with the customer and engage them at every step. They’ve been very open to this new insight and this new data and starting to work together to act on it. We’re just going to continue improving that retention rate and developing these relationships with our customers.”
