The Business Case for CMOs to Embrace a Direct Data Connection

Sep 17, 2021
Jeff Haws

Even for marketers who understand the importance of a direct data connection to their job, it might not be easy to make a compelling business case for a change. Many of the decision makers aren’t entirely familiar with the ESP landscape because it’s not their chief focus, so they may not even be aware this sort of technology exists.

That could make them skeptical about it when you start to make the case. Even if what you say sounds good, they may think it’s too good to be true. If it were such a game changer, everyone would do it that way.

But they can’t, and you probably know that.

Now the key is to think in terms of how this sort of change can have a huge positive impact on money — both bringing more in and reducing spend. Let’s look at some of the key points for that case.

Improve the customer experience

Driving new revenue and long-term loyalty all comes back to what sort of experience customers have with your brand. If they feel like they get good value from your products and that your communications with them are consistently relevant, you have a good chance of gaining their loyalty, trust, and their referrals to friends and family.

Much of that starts with sending personalized cross-channel campaigns that integrate what you know about them into a compelling narrative. With a direct data connection, you not only have access to more of their data to use for any given campaign, but you can access it live and in real time rather than having to wait for time-wasting data syncs. And that can result in some serious ROI gains.

That means your messages can be more personalized and relevant to each customer at the moment they open them, helping you stand out from the competition.

Make work more efficient

If you’re on one of the traditional remote ESPs, a lot of your time is spent dealing with data friction-related issues that don’t do anything for the bottom line. These sorts of operational tasks — moving data to and from their cloud, waiting for syncs to complete, putting in requests for access to new data points, etc. — are merely the work you must put in so that you can move on to revenue-producing work.

A direct data connection eliminates all of those extraneous tasks, getting the technology out of the way so your marketing team can focus on the work that brings money in the door.

No data syncs. No waiting. No requests. Just determine what campaigns you think will surprise and delight your customers, and MessageGears delivers the tools that allow you to make them happen. Often in the same day.

Get a massive ROI

In the end, what the executive team is likely looking for is an overall ROI for whatever big change you might want to make, not just one that takes into account revenue and expenses but a full accounting of the financial benefits and risks.

MessageGears customers have enjoyed a more than 400% ROI, largely stemming from our unique ability to connect directly into their data wherever it lives, with the products paying for themselves within six months.

Showing those sorts of numbers and details to the executive team could be just what you need to get their attention and convince them that a change is not only worthwhile but necessary to compete in the marketplace. That’s especially true if you can show them how much time and energy is being wasted trying to find workarounds with your current marketing cloud solution.

We can help

If this is a case you want to try to make, let us help. We’d be glad to talk it over with you and supply you with the information you need to convince your exec team to embrace a direct data connection. Set up a call today, and we’ll figure out where you are, along with what the next steps might be.

About the Author

Jeff Haws

As MessageGears’ Senior Marketing Manager, Jeff is focused on producing engaging and thoughtful content that resonates with enterprise marketers, helping them to better understand how MessageGears makes their jobs easier. He’s passionate about understanding the way data impacts messaging, and he’s also hopelessly obsessed with baseball.