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Heather Zynczak: Bringing Data Analysis to Marketing
By: By Rachel Madison
September 10, 2013
Heather Zynczak has had a love for all things data and numbers since she can remember. Growing up, she spent evenings discussing business ventures with her father, a serial entrepreneur, and the rest of her family around the dinner table. That entrepreneurial spirit stuck with her and is one of the factors that landed her a job as chief marketing officer at Domo, a business intelligence software company in American Fork, about a year and a half ago.
Throughout her 20-year career, Zynczak has held executive positions at some of the world’s largest technology companies, including SAP and Oracle. Although Zynczak enjoyed working in Silicon Valley, she and her husband decided that living elsewhere would be a positive shift for their three children. They decided to move to Utah because of its emphasis on family values.
Zynczak never planned on working in Utah, but when she was discovered by a recruiter at Domo and later accepted a position there, she decided not to look back.
“I’ve been so impressed with how vibrant the tech community is in Utah,” she says. “I’m really excited over the next 20 years of my career to help grow that community.”
Since joining Domo’s executive team, Zynczak has spent a large amount of her time on generating leads for the sales team.
“The growth that Domo has had in terms of sales, revenue and numbers of customers is something I’ve never seen before,” she says. “I worked at startups during the dot-com craziness and in Silicon Valley. I never saw this kind of growth.”
Zynczak says that growth has come from a variety of creative, data-driven campaigns that get people acquainted with the Domo brand. Every campaign she heads up is conducted in the most cost-effective manner possible. She also has the ability to know within 48 hours if a marketing campaign is going to be successful.
“I’m very numbers oriented,” Zynczak says. “I’m not a traditional marketer. I didn’t come up through the creative side. It’s been fun to watch marketing evolve from creative, fluffy ideas to where it’s all data driven. I’m most proud of really using that data to fuel the absurd growth Domo has had.”
That explains why Zynczak’s No. 1 business philosophy has a lot to do with data—she says “knowing your numbers” is one of the best things anyone in marketing can do. “You don’t want to be the person in the room who doesn’t know your numbers,” she says.
Zynczak sees Domo growing to be a “giant company” in the next few years, and she’s excited to be one of the executives at the helm of that growth.
“I’ve been at $80 billion companies, but it’s been fun to grow Domo,” she says. “We’re setting things in place so that when we grow to XYZ, we’re ready. We’re all pointing to the fences like Babe Ruth saying, ‘That’s where we’re going—way out there.’”