Commentary

CMOs Still Need To Sell Search To C-Suite

Here's a CMO who believes in content. It seems that the C-suite should understand, but it turns out that CMOs still need to sell the value of search, in part, because of the long sales time in the financial industry. Some relate to content, while other issues point to educating others. The frustration comes in to play when trying to explain search, which evolves quickly through long sales cycles. It means explaining an evolving strategy, but using old metrics that don't work with long sale's cycle, said Chris Moloney, CMO at Wells Fargo Advisors.

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