Hire People With The Right Skills
As for the CMO, they have to start hiring business talent that also understands IT and data, Dawson said. She said her most valuable employee at her last three jobs has been the "data geek." Those hires might include anyone from data scientists, to business analysts, to digital media strategists, to content writers and more. To get the right talent, Dawson encouraged the CMOs to keep an open mind to younger talent, especially Millennials, who grew up using the technology.