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Qualcomm’s CMO On In-Housing And Measuring What Issues

Don McGuire, CMO, Qualcomm

Qualcomm, one of many largest cellular chip makers on this planet, is an organization that often helps different corporations endure digital transformation. However Qualcomm can also be present process a change of its personal.

Over the previous two years, Qualcomm has restructured its advertising and marketing group to place it as a enterprise driver extra instantly tied to outcomes.

“We’re reworking internally,” stated Don McGuire, who joined Qualcomm as CMO final yr. “We realized that we wanted to be consuming a few of our personal pet food, so to talk.”

The method started in earnest when longtime Qualcomm govt Cristiano Amon, previously the corporate’s president, stepped into the CEO function after the retirement of Steve Mollenkopf, who had served as Qualcomm’s chief govt for greater than 25 years.

“Chris is a CEO who additionally thinks lots about advertising and marketing, which is refreshing in an organization stuffed with engineers,” McGuire stated.

Homing in

One of many first issues McGuire did was reevaluate what features wanted to return in-house. She had assist from outgoing Qualcomm CMO and SVP Penny Baldwin, who served in an advisory function main as much as her retirement on the finish of 2021.

McGuire and Baldwin approached Qualcomm’s C-suite, together with Amon and the corporate’s CFO, to make the case for in-housing extra expertise by hiring a number of the individuals devoted to its enterprise who labored at exterior companies and advertising and marketing companions.

“We’re a small advertising and marketing org in comparison with a few of our friends, so we do depend on companies. However these assets might go away at any time,” McGuire stated. “Not solely might individuals depart the company for an additional job – after which all of that have and competency is gone – however we’re additionally paying margins and costs on these individuals.”

Qualcomm’s management agreed, and McGuire and his staff are actually within the midst of an insourcing train to see which roles make sense to deliver inside (and making an attempt to take action in a cost-neutral method).

To this point, McGuire has added round 90 individuals to his staff of 280.

Comic: TinkeringPersonal it

Apart from in-housing individuals, McGuire is making it a precedence to in-house Qualcomm’s advertising and marketing and advert tech contracts. And he’s increasing and updating its expertise partnerships.

Qualcomm’s advertising and marketing group makes use of Adobe Expertise Supervisor, together with the Adobe CDP, and Adobe Goal (Adobe’s personalization and A/B testing device) – and it owns the contract instantly.

Prior to now, Qualcomm used “quite a lot of homegrown instruments, I’ll simply depart it at that,” McGuire stated. “The methods weren’t the perfect, and we didn’t have a unified buyer database to actually handle lead acquisition or the digital buyer journey on our website.”

Rethinking the client expertise on has turn out to be a higher crucial since final November, when the corporate spun off Snapdragon, its consumer-facing cellular chip division, right into a separate model.

Qualcomm now has a number of model tales to inform: one focused at its B2B enterprise clients, traders and policymakers, and one other that speaks extra to expertise influencers and customers.

“We’ve to consider our advertising and marketing now within the context of Qualcomm and Snapdragon individually,” McGuire stated.

Measurement betterment

Which implies there’s much more to measure.

Qualcomm’s method to advertising and marketing measurement traditionally wasn’t all that organized till comparatively just lately.

“Beforehand, we had sporadic measurement in place, the place some issues had been measured very nicely and a few under no circumstances,” McGuire stated. “Generally we even had the entity that was delivering a marketing campaign, just like the company, additionally measure that marketing campaign, so it was the fox watching the henhouse.”

Qualcomm introduced in Millward Brown to assist measure a few of its campaigns and in addition began circulating marketing campaign outcomes internally to key stakeholders at Qualcomm, which retains everybody on the identical web page.

“We frequently test in and revisit techniques in order that we are able to shift, change or cease issues that aren’t working,” McGuire stated. “We didn’t have that self-discipline earlier than – enterprise intelligence and insights wasn’t even a perform within the advertising and marketing org till the restructuring.”

However nearly as good as it’s to train these muscle mass in-house, he stated, Qualcomm isn’t in-housing something only for the sake of bringing it in-house.

“We by no means need to be inefficient,” McGuire stated. “If it is smart to make use of another person’s instruments with a greater and simpler time to market – then we’re all for that.”

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