White Paper - The World of Marketing Has Changed. Has the CMO?
Why CMOs must think outside of marketing and focus on the entire customer lifecycle
THE BROADENING ROLE OF THE CMO
According to Forrester, 30% of CMOs will be let go for not mastering the blended skill set of design and analytics.
In the age of customer, the CMO position has risen in complexity and grown in prominence. The expansion of the CMO role will force a redefinition of the way the marketing function operates and the CMO's assumption of a larger role as the custodian of the customer experience.
In this new world, the CMO will have increased responsibility for setting customer strategy and defining end-to-end customer experiences across the lifecycle. This forces the CMO to work across multiple departments, including sales, service, operations, IT and legal to deliver experiences that meet customer demand, ultimately creating advocates that will support the overall business growth initiatives. With this broadening scope of responsibilities, the successful CMO of the future will be a strategic partner to the CEO by helping define the corporate strategy and vision.
For CMOs to succeed in this new world, they must be whole brained; meaning that they must balance the creative with the analytical in what is becoming known as the marriage of art and science. Where the right brain facilitates designing experiences to engage customers, the left brain equips you to understand technology to deliver personalized, real-time experiences.
Are you a traditionalist, a modernist, or a futurist CMO? What tools and skill sets must you adopt in order to remain competitive and maximize your potential as a CMO of the future?
In this white paper, we explore:
- The market forces driving change for the role of the CMO
- How technology and the explosion of data has fundamentally altered the foundation of marketing as a practice
- The broadening of the CMO role
- The CMO Maturity model - where do you fit on the spectrum?
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