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February 27, 2014

2014 Nominee: Lisa Arthur, Teradata

Company: Teradata Corporation

Years in Business: 30+

Nominee's Achievements:

Lisa Arthur is a cutting-edge marketer with more than 30 years of experience as a Chief Marketing Officer.  In her current role as Teradata’s CMO, Marketing Applications, Arthur has taken a bold step to challenge senior marketers and business leaders to deal with what she calls “the big data hairball” -- the influx of data that corporations must manage.

Lisa drives global market and demand strategy, solutions marketing, customer-centric initiatives and serves as a global industry thought leader around data-driven marketing and Teradata’s Integrated Marketing Management (IMM) solutions.  She harnessed this knowledge in a new book for C-level executives and marketers titled, “Big Data Marketing; Engage Your Customers More Effectively to Drive Value” providing a timely and provocative approach to overcoming big-data chaos, and driving measurable value from data-driven insights.

Before joining Teradata Applications, Lisa spent nearly seven years at Oracle as a Vice President of Marketing, managing the market entry and growth for Oracle CRM. She also spearheaded market and demand initiatives for all of Oracle’s services including its E-Business Suite On-Demand. More recently, as the founder for Cinterim, Lisa provided strategic counsel to Silicon Valley start-ups and Fortune 50 technology companies.

Nominee’s Achievement in the Field of Sales Lead Management:

Every business leader today is dealing with what Arthur calls “the big data hairball” -- the influx of data that corporations must manage.  Corporate data. Marketing data. Big data. All data.  But it took a visionary like Lisa to reveal to business leaders who know the value lurking within all that data on how can they begin to turn data into revenue. The good news from marketing veteran Arthur is your big data challenge can be addressed most readily by starting with marketing -- data-driven marketing, to be specific. She penned her new book, “Big Data Marketing: Engage Your Customers More Effectively and Drive,” to give readers a road map for doing precisely that.

 “Yes, endless data is a daunting challenge for modern business, alright. And with data increasing in volume, velocity and variety across every part of your company every second of every day, you need an enterprise-level strategy to ‘untangle’ the hairball; otherwise, you’ll never leverage the riches it contains to drive sustainable top-line growth, “says Arthur.

“Big Data Marketing” is a priority read for executives, marketers and others who want to tackle big data and use it to improve customer experiences, show revenue impact and demonstrate the value of their own roles. After all, many of today's business leaders find themselves caught in an intensifying snarl of data. They’re also paralyzed by internal silos and hamstrung by outdated marketing approaches. As a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle what has become a company-wide problem.

Arthur draws on more than 30 years of technology industry marketing leadership and her current role as CMO of Applications, Teradata Corporation, to provide a common-sense, step-by-step and proven approach to data-driven marketing adoption. Using non-technical language, a healthy dose of humor and real-world examples from companies like American Red Cross, International Speedway Corporation (ISC), KeyBank, and Designer Shoe Warehouse (DSW), among others, Arthur helps her audience better understand and master the challenges and opportunities of modern big data marketing.

Lisa demands of herself and her marketing team the same thing she promises Teradata customers – better performance through data-driven marketing that generates more leads, increased sales and higher revenue.  She preaches strict accountability to sales, challenging her 30+ member marketing department to deliver more marketing qualified leads each and every quarter – quality leads that Lisa’s team has moved carefully through the Flannel until ready to buy.

A born leader, and masterful speaker, Arthur has addressed diverse topics about the importance of the CMO-CFO-CIO relationship as it applies to sales lead management and the importance of marketing working closely with IT to streamline tools and technologies to turn marketing from a cost center into a revenue generator.  She has been featured at Web 2.0, Office 2.0, Direct Marketing Association, the Australian Direct Marketing Association, the American Marketing Association (AMA) Strategy Conference, Stanford University and the MIT Sloan CMO Summit and various CMO Executive Forums.

Frequently quoted in industry media, she has a syndicated blog in B2C Community and has appeared on Asia’s Wall Street Journal broadcast, and published numerous papers.  Her industry thought-leadership blogs appear periodically on The Economist Lean Back site, and she previously was a regular contributor to the Forbes.com CMO Network.

Other notable achievements:
• All profits from global sales of her newly published book will be donated to The American Red Cross through the company’s Teradata CARES program
• DMNews 2013 “Marketing Hall of Femme” honoring top women marketers
• American Business Association’s 2012 Gold “Stevie Award” (Marketing Executive of the Year)
• 2012, 2011 named a “Woman to Watch” by the Sales and Lead Management Association

Professional Boards:

• Current member, Forrester High Tech Advisory Board
• Trustee with the Marketing Sciences Institute
• Emerging Media Advisory Board; Ball State University
• Former member, CMO Council Advisory Board

Authorship (articles or books):

Recent publications include:

  • “Big Data Marketing; Engage Your Customers More Effectively to Drive Value”  published in 2013 by John Wiley & Sons:  http://www.amazon.com/Big-Data-Marketing-Customers-Effectively/dp/1118733894
  • Syndicated blog in B2C Community  http://www.business2community.com/author/lisa-arthur
  • Industry thought-leadership blogs on The Economist Lean Back site:  http://www.economistgroup.com/leanback/author/lisa_arthur/
  • Past contributor to Forbes.com CMO Network blog:  http://www.forbes.com/sites/lisaarthur/
  • Frequent contributor to Teradata Applications Blog athttp://blogs.teradata.com/teradata-applications/

Lisa is nominated by Chris Rashilla-Barton


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