“The role of the marketing leader to embrace that customer voice, customer advocacy – making sure that their company has the right experiences that are creating positive impressions for the customer – is more critical than ever,” says John Ellett, CEO of nFusion and author of The CMO Manifesto. In the next installment of our video series, Connected Perspectives, John explores the new role of the CMO as the chief customer advocate, how an obsession with making decisions guided by customer data is becoming the hallmark of successful marketing leaders. He elaborates:

“What’s different about the average CMO and the great CMO is, the average CMO tends to use data to defend what they’ve done, to justify their programs. The insightful, leading CMOs are using data to inform their strategies… The [CMOs] that understand that data can help them win and embrace it as a key part of their strategy and how they operate are the ones that are going to be in the best position.”

Connected Perspectives profiles the people and ideas shaping the next phase in business. Past and future videos include Porter Gale (Virgin America), Joe Fernandez (Klout), Mike Maples Jr. (FLOODGATE), Doreen Bloch (Poshly), John Bell (Social@Ogilvy), Tim Leberecht (NBBJ), Andrew Deitchman (Mother New York), Don Tapscott (author and speaker), John Battelle (Federated Media Publishing), and Jez Frampton (Interbrand).

Be sure to watch the full video below (blog subscribers, click here), and sign up here to be notified whenever new Connected Perspectives videos are published.