Q&A with Tara O'Sullivan, CMO at SKILLSOFT

ONDECK | March 15, 2019

Tara O’Sullivan, the CMO of Skillsoft shares her insights on the impact of digital transformation on marketers and the need to focus on slashing the wide gender pay gap. With over 25 years of experience including B2B marketing in Ireland, EMEA and the US, Tara has extensive expertise in using marketing to effect change.

Here are her thoughts on women in marketing and the changing dynamics of the profession.

MEDIA 7: Tara, how old were you when you had your first paying job?
TARA O'SULLIVAN:
14 – I worked for my Dad photocopying manuals for software training. I loved the work, I loved being in amongst the team of people who were there. There was a lot of fun with the other people who worked there, and I learnt a lot of lessons on dealing with people, working on end user manuals which were like 500 pages thick, making sure they were all collated properly, the cover looked good – all to provide a real sense of the importance of the training.

"Marketing teams are not aligned to what technology can do for them and how it can transform the business."



M7: What do you consider the biggest challenges for a CMO these days?
TS: Digital transformation. I believe the impact of digital transformation is impacting the CMO even more than other areas of the business. There are so many tools that can help the CMO get the data s/he needs, but it is figuring out which ones are the most relevant, timely and useful. I think a lot of marketing teams are not aligned to what technology can do for them and how it can transform the business.
The other major challenge is around proving to the business the benefit of marketing. As well as the funnel, and marketing sourced OI, we also need to better measure the branding impact on the business and how it supports revenue.


"Agile marketing is becoming more and more the standard, and in order to be agile, you need to be able to pivot."



M7: How important is learning and unlearning in today’s digital age of data and automation?
TS: Learning is the most important thing in my view. From figuring out what the new version of Excel can do for you (LOADS) to determining the best tech stack your marketing organization needs – we need to be learning. Agile marketing is becoming more and more the standard, and in order to be agile, you need to be able to pivot. This means that you need to be continually changing your approach in order to make the company more successful. Agile marketing is a brand new mindset for marketing people – there isn’t an annual budget, the team decides what to spend it on a quarterly basis, so sometimes you will be investing in SEO, or investing in demand generation depending on the needs of the business.


"The gender pay gap is wide and people think about it as being 80 cents on the dollar."



M7: Is Skillsoft closing the gap between the number of men and women in marketing? What are your views on gender equality in the present corporate world?
TS: Well I always thought marketing is different – I assumed that the majority of people entering marketing are women, but that’s not strictly true. Research from Axonn shows that women are only slightly more likely than men to enter the marketing world (21% vs 16%).
Marketing Week (a UK-based publication) carried out a survey and found that  female marketers earn less than male marketers in every sector and in every role, except that of marketing assistant.
Let’s remember though that the gender pay gap is wide and people think about it as being 80 cents on the dollar.  This is awful – but think about it over the lifetime of the female worker. Recent research analyzed a longitudinal dataset which shows total earnings across the most recent 15 years for all workers who worked in at least one year. The study found that women workers faced a wage gap of 51% in the 2001-2015 period. The research also found that the cost of taking time out of the labor force is exorbitant for women. For those who took just one year off from work, their annual earnings were 39% lower than women who worked all 15 years between 2001 and 2015.

ABOUT SKILLSOFT

SKILLSOFT is a global leader in corporate learning, delivering beautiful technology and engaging content that drives business impact for modern enterprises. Skillsoft comprises three award-winning systems that support learning, performance and success: Skillsoft learning content, the Percipio intelligent learning experience platform and the SumTotal suite for Human Capital Management.

Skillsoft provides a comprehensive selection of cloud-based corporate learning content, including courses, videos, books and other resources on Business and Management Skills, Leadership Development, Digital Transformation, Technology and Developer, Productivity and Collaboration Tools and Compliance. Percipio’s intuitive design engages modern learners and its consumer-led experience assists in accelerating learning. The SumTotal suite features four key components built on a unified platform: Learning Management, Talent Management, Talent Acquisition and Workforce Management.

Skillsoft is trusted by thousands of the world’s leading organizations, including 65 percent of the Fortune 500. Learn more at www.skillsoft.com.

More C-Suite on deck

Customize and target content based on the buyer's journey, says Mark Ogne, CMO at MRP

Media 7 | June 27, 2022

Personalization is one of the key aspect of ABM, however it can be challenging when it comes to multi-channel messaging. Mark Ogne, CMO at MRP, sheds light on the transformation in B2B space, personalization in ABM and provides a vision for a substantial ABM strategy.

Read More

'SaaS today is characterized by speed and quality' says Assaf Eisenstein, Co-Founder at Lusha

Media 7 | April 8, 2022

Assaf Eisenstein, Co-Founder & President at Lusha elaborates on their simple yet powerful self-service products curated for B2B salespeople. Read on to know more about his thoughts on the impact of automation on the B2B landscape and the challenges he sees on the horizon for the industry.

Read More

Intent data can highlight your target accounts' problems and interests, says Marc Laplante, CEO and Co-Founder at Intentsify

Media 7 | March 21, 2022

Marc Laplante, CEO and Co-Founder at Intentsify, gives us a preview into a world without third-party cookies, a data-driven marketing industry, and the growing importance of intent data. Read on to find out how Intensify makes intent data more actionable for marketing and sales teams.

Read More

Customize and target content based on the buyer's journey, says Mark Ogne, CMO at MRP

Media 7 | June 27, 2022

Personalization is one of the key aspect of ABM, however it can be challenging when it comes to multi-channel messaging. Mark Ogne, CMO at MRP, sheds light on the transformation in B2B space, personalization in ABM and provides a vision for a substantial ABM strategy.

Read More

'SaaS today is characterized by speed and quality' says Assaf Eisenstein, Co-Founder at Lusha

Media 7 | April 8, 2022

Assaf Eisenstein, Co-Founder & President at Lusha elaborates on their simple yet powerful self-service products curated for B2B salespeople. Read on to know more about his thoughts on the impact of automation on the B2B landscape and the challenges he sees on the horizon for the industry.

Read More

Intent data can highlight your target accounts' problems and interests, says Marc Laplante, CEO and Co-Founder at Intentsify

Media 7 | March 21, 2022

Marc Laplante, CEO and Co-Founder at Intentsify, gives us a preview into a world without third-party cookies, a data-driven marketing industry, and the growing importance of intent data. Read on to find out how Intensify makes intent data more actionable for marketing and sales teams.

Read More

Related News

CORE ABM

Perform[cb] Enhances Marketer User Experience in Outcome-based MarTech

Perform[cb] | January 23, 2023

Perform[cb], an industry leader in outcome-based marketing (OBM), recently unveiled a redesigned user experience for marketers on their proprietary client acquisition platform. Within the UI, marketers can now easily navigate campaign insights, analyze real-time performance data, and discover endless improvement possibilities. With rich data, new widgets, and comprehensive visuals at their fingertips, Perform[cb]'s dashboard is designed to provide marketers with the tools they need to grow client acquisition strategically. Dynamic custom reporting, click-and-conversion granular reporting, and drill-down reporting are among this new interface's highly anticipated reporting features. With additional campaign analytics and transparency, unrivaled account support, and integrations for seamless operation, marketers can now tie their ROAS straight into Perform[cb]'s platform. This has been built into their existing award-winning technology suite, which includes a curated partner marketplace and patent-protected fraud prevention. Lee Aho, EVP of Marketers, says, "Having an in-depth, client-focused tech stack sets Perform[cb] apart from the rest. Our proprietary technology capabilities act as the engine that powers our marketers to acquire customers strategically, safely, and at massive scale - we refer to this as 'always-on ROAS'." He added, "As we look to the future of PCB, our innovative Outcome Engine development team will continue to deliver strategic optimizations and data-driven insights to exceed all marketers' KPIs." (Source – GlobeNewswire) Perform[cb]'s technology platform was launched in 2015 and has since evolved into the sophisticated platform that powers the company's Outcome Engine. With 175K data points examined every second and built on direct input from marketers and affiliate partners, this technology is an always-on solution matched with every brand's KPIs. About Perform[cb] Perform[cb] is one of the leaders in the outcome-based marketing industry, as it has been ranked the #1 CPA Network Worldwide since 2015 and is an award-winning affiliate management agency. It was founded in 2002 as Clickbooth. Its exponential organic growth enabled it to execute a series of strategic acquisitions, each providing distinct outcome-based marketing solutions for marketers and publisher partners. As a result, the outcome engine is the first full-funnel digital customer acquisition toolkit for marketers worldwide. The outcome engine completely reinvents how marketers acquire consumers by combining a brilliant customer acquisition platform (CAP) with a vast array of professional services and a meticulously curated marketplace.

Read More

TARGETED ACCOUNT STRATEGY

ON24 Recognizes 2022 Digital Engagement Leaders

ON24 | January 30, 2023

Gartner expects that by 2025, 80 percent of B2B sales engagements will occur via digital platforms. This is why more than 2,000 B2B firms choose ON24, a leading digital engagement platform that enables sales and marketing teams to gather data-driven insights, develop engaging experiences, and drive pipeline and revenue growth. Recently, ON24 recognized 2022's digital engagement leaders, highlighting customers with the year's most successful webinars, virtual events, and content experiences. Chief Marketing Officer at ON24, Callan Young, said, "At ON24, our focus is on helping enterprises innovate their go-to-market strategies for today's digital-first world." She added, "Our customers' incredible results demonstrate the power that digital experiences can have in captivating audiences, converting them to customers and building lifelong relationships. We're proud to partner with the world's top brands and showcase their success." (Source – Businesswire) Enhancing the digital experiences for their customers through the ON24 Engagement Hub, ON24 Target, ON24 Webcast Elite, ON24 Virtual Conference, ON24 Breakouts, and ON24 Captioning, the following organizations have been recognized for having the most engaging ON24 digital experiences in 2022: ADP, Ansell, Autodesk, Danfoss, F5, Informatica, Labelmaster, Sandvik, Shipman & Goodwin, S&P Global, and UPS. About ON24 ON24 is a prominent sales and marketing platform for digital engagement that provides insights to boost revenue expansion. Businesses leverage its range of webinars, virtual events, and content experiences to increase engagement and create first-party data, delivering revenue growth throughout the company, from demand generation to partner engagement to customer success. ON24 serves three of the five major global technology companies, three of the six largest US banks, three of the five largest multinational healthcare corporations, and three of the five largest global industrial manufacturers. The company is based in San Francisco and has offices in North America, Europe, the Middle East, and Asia-Pacific.

Read More

ACCOUNT BASED DATA

Leading Companies Choose Qualtrics to Enhance Customer Experiences and Reduce Costs

Qualtrics | January 31, 2023

On January 30, 2023, Qualtrics, the leader inthe experience management category, announced that hundreds of organizations, including The BMW Group, Principal Financial Group®, and Farmers Insurance, selected its CX solutions in the fourth quarter of 2022 in order to create exceptional customer experiences during uncertain times. Bad customer experiences result in direct income loss since a bad contact may result in the loss of consumer loyalty and future spending potential. When companies lose clients due to negative experiences, they risk losing 6.7% of their annual revenue, or $3.1 trillion. Qualtrics is integral to how firms make mission-critical customer and employee choices and drive automated actions to protect their revenue, boost efficiency, and enhance operations. The CX platform from Qualtrics enables enterprises to collect customer feedback through surveys, online reviews, contact center interactions, social media, and more. The following companies chose Qualtrics in the fourth quarter to better understand people's emotions, effort, and purpose to provide more personalized and empathic experiences: The BMW Group is committed to customer-centric innovation and uses Qualtrics to monitor all aspects of its customer feedback. Principal Financial Group® aims to provide all of its clients with a uniform, contemporary digital experience. Freedom Furniture, one of Australia's largest lifestyle retailers, boosted its investment in Qualtrics CustomerXM in the fourth quarter to assist the firm in expanding its product line and profitability. Vera Bradley, a prominent women's lifestyle brand, invested in Qualtrics in the fourth quarter to consolidate more than a dozen sources of client feedback into a single platform. Farmers Insurance has implemented Qualtrics CX Discover across all of its contact centers in order to discover the top sources of friction in its customer service for agents and members. About Qualtrics Qualtrics, the pioneer and developer of the experience management category, is revolutionizing how businesses manage and enhance the four real business experiences: customer, employee, product, and brand. Over 18,750 companies use Qualtrics worldwide to listen, analyze, and act on experience data (X-data™)—the emotions, beliefs, and intentions that tell you why things are occurring and what to do. The platform is a system of activities that assists organizations in attracting customers who stay longer and spend more, engaging workers who create a great culture, developing breakthrough products that people want, and building a brand that people care about.

Read More

CORE ABM

Perform[cb] Enhances Marketer User Experience in Outcome-based MarTech

Perform[cb] | January 23, 2023

Perform[cb], an industry leader in outcome-based marketing (OBM), recently unveiled a redesigned user experience for marketers on their proprietary client acquisition platform. Within the UI, marketers can now easily navigate campaign insights, analyze real-time performance data, and discover endless improvement possibilities. With rich data, new widgets, and comprehensive visuals at their fingertips, Perform[cb]'s dashboard is designed to provide marketers with the tools they need to grow client acquisition strategically. Dynamic custom reporting, click-and-conversion granular reporting, and drill-down reporting are among this new interface's highly anticipated reporting features. With additional campaign analytics and transparency, unrivaled account support, and integrations for seamless operation, marketers can now tie their ROAS straight into Perform[cb]'s platform. This has been built into their existing award-winning technology suite, which includes a curated partner marketplace and patent-protected fraud prevention. Lee Aho, EVP of Marketers, says, "Having an in-depth, client-focused tech stack sets Perform[cb] apart from the rest. Our proprietary technology capabilities act as the engine that powers our marketers to acquire customers strategically, safely, and at massive scale - we refer to this as 'always-on ROAS'." He added, "As we look to the future of PCB, our innovative Outcome Engine development team will continue to deliver strategic optimizations and data-driven insights to exceed all marketers' KPIs." (Source – GlobeNewswire) Perform[cb]'s technology platform was launched in 2015 and has since evolved into the sophisticated platform that powers the company's Outcome Engine. With 175K data points examined every second and built on direct input from marketers and affiliate partners, this technology is an always-on solution matched with every brand's KPIs. About Perform[cb] Perform[cb] is one of the leaders in the outcome-based marketing industry, as it has been ranked the #1 CPA Network Worldwide since 2015 and is an award-winning affiliate management agency. It was founded in 2002 as Clickbooth. Its exponential organic growth enabled it to execute a series of strategic acquisitions, each providing distinct outcome-based marketing solutions for marketers and publisher partners. As a result, the outcome engine is the first full-funnel digital customer acquisition toolkit for marketers worldwide. The outcome engine completely reinvents how marketers acquire consumers by combining a brilliant customer acquisition platform (CAP) with a vast array of professional services and a meticulously curated marketplace.

Read More

TARGETED ACCOUNT STRATEGY

ON24 Recognizes 2022 Digital Engagement Leaders

ON24 | January 30, 2023

Gartner expects that by 2025, 80 percent of B2B sales engagements will occur via digital platforms. This is why more than 2,000 B2B firms choose ON24, a leading digital engagement platform that enables sales and marketing teams to gather data-driven insights, develop engaging experiences, and drive pipeline and revenue growth. Recently, ON24 recognized 2022's digital engagement leaders, highlighting customers with the year's most successful webinars, virtual events, and content experiences. Chief Marketing Officer at ON24, Callan Young, said, "At ON24, our focus is on helping enterprises innovate their go-to-market strategies for today's digital-first world." She added, "Our customers' incredible results demonstrate the power that digital experiences can have in captivating audiences, converting them to customers and building lifelong relationships. We're proud to partner with the world's top brands and showcase their success." (Source – Businesswire) Enhancing the digital experiences for their customers through the ON24 Engagement Hub, ON24 Target, ON24 Webcast Elite, ON24 Virtual Conference, ON24 Breakouts, and ON24 Captioning, the following organizations have been recognized for having the most engaging ON24 digital experiences in 2022: ADP, Ansell, Autodesk, Danfoss, F5, Informatica, Labelmaster, Sandvik, Shipman & Goodwin, S&P Global, and UPS. About ON24 ON24 is a prominent sales and marketing platform for digital engagement that provides insights to boost revenue expansion. Businesses leverage its range of webinars, virtual events, and content experiences to increase engagement and create first-party data, delivering revenue growth throughout the company, from demand generation to partner engagement to customer success. ON24 serves three of the five major global technology companies, three of the six largest US banks, three of the five largest multinational healthcare corporations, and three of the five largest global industrial manufacturers. The company is based in San Francisco and has offices in North America, Europe, the Middle East, and Asia-Pacific.

Read More

ACCOUNT BASED DATA

Leading Companies Choose Qualtrics to Enhance Customer Experiences and Reduce Costs

Qualtrics | January 31, 2023

On January 30, 2023, Qualtrics, the leader inthe experience management category, announced that hundreds of organizations, including The BMW Group, Principal Financial Group®, and Farmers Insurance, selected its CX solutions in the fourth quarter of 2022 in order to create exceptional customer experiences during uncertain times. Bad customer experiences result in direct income loss since a bad contact may result in the loss of consumer loyalty and future spending potential. When companies lose clients due to negative experiences, they risk losing 6.7% of their annual revenue, or $3.1 trillion. Qualtrics is integral to how firms make mission-critical customer and employee choices and drive automated actions to protect their revenue, boost efficiency, and enhance operations. The CX platform from Qualtrics enables enterprises to collect customer feedback through surveys, online reviews, contact center interactions, social media, and more. The following companies chose Qualtrics in the fourth quarter to better understand people's emotions, effort, and purpose to provide more personalized and empathic experiences: The BMW Group is committed to customer-centric innovation and uses Qualtrics to monitor all aspects of its customer feedback. Principal Financial Group® aims to provide all of its clients with a uniform, contemporary digital experience. Freedom Furniture, one of Australia's largest lifestyle retailers, boosted its investment in Qualtrics CustomerXM in the fourth quarter to assist the firm in expanding its product line and profitability. Vera Bradley, a prominent women's lifestyle brand, invested in Qualtrics in the fourth quarter to consolidate more than a dozen sources of client feedback into a single platform. Farmers Insurance has implemented Qualtrics CX Discover across all of its contact centers in order to discover the top sources of friction in its customer service for agents and members. About Qualtrics Qualtrics, the pioneer and developer of the experience management category, is revolutionizing how businesses manage and enhance the four real business experiences: customer, employee, product, and brand. Over 18,750 companies use Qualtrics worldwide to listen, analyze, and act on experience data (X-data™)—the emotions, beliefs, and intentions that tell you why things are occurring and what to do. The platform is a system of activities that assists organizations in attracting customers who stay longer and spend more, engaging workers who create a great culture, developing breakthrough products that people want, and building a brand that people care about.

Read More

Spotlight

Skillsoft

Skillsoft

Skillsoft is a global leader in corporate learning, delivering beautiful technology and engaging content that drives business impact for modern enterprises. Skillsoft comprises three award-winning systems that support learning, performance and success: Skillsoft learning content, the Percipio intell...

Events

Resources