10 times out of 10, your company's CMO will support new ideas from their marketing team that can potentially generate new leads and ultimately new business. However, to expect your CMO to write you a blank check for a new project and have no questions about it is a bit of a stretch to say the least. If you are considering starting a content marketing initiative within your marketing team, you should be aware of the following concerns that your CMO likely has on a day-to-day basis from their marketing team:
I don't mention these concerns as a reason to not talk to your CMO about investing in content marketing software, but rather as a means to understand the issues that they are dealing with right now and how you can position yourself (and your solution) as a problem to some of their problems. There are many things you can say or show your CMO that will help them understand the need for a piece of software to solve some of their problems. For example here are a couple of things you could do that will help them see the need for a content marketing software:
Show your CMO the daily, weekly, and monthly tasks and workflow associated with running a content marketing program. Be sure to include estimates on how long it would take to do each step of the process (content planning, assign, creation, moderation, etc.) both with and without the help of a content marketing software.
Show them how you will be able to tap into new sources of content creation using a platform that would extend your content marketing resources and bring in a new source of knowledge to your content marketing efforts (existing employees, partners, customers).
Using these type of examples will help your CMO begin to realize that what you are asking for is not just an open checkbook to spend on new pet projects, but rather what you are asking for is a solution to a real problem that your marketing team has right now.
If you're interested in learning some conversation starters that can get the ball rolling with your CMO, or how to influence other members of your C-level team, download Compendium's new guide "How to Sell Content Marketing Software to the C-Suite."