A recent report (2021) from Forrester argues that the chief marketing officer (CMO) role is more difficult than ever, in a world where tried-and-true tactics are aging out and their replacements are hard to pin down. As we pass through the Pandemic, CMO's are expected to be well organized, strategic and decisive — focused on business outcomes to develop and execute a long-term vision from sales to brand awareness to content strategy and lead generation!.
Despite the current economic and the vaccination challenges worldwide, recent reports from Deloitte and Gartner (2021) argued that for CMO's benchmarking against peers and competitors is an essential priority when developing strategy and budget. However, much deeper than budget allocation are strategic priorities, organization alignment and metrics for specialized programs, such as personalization, innovation and customer experience.
From a research perspective, the question is ---- how these drivers of investment perform cross-functionally in the potential success of marketing and how that sits in the broader enterprise? How CMOs will thrive in the Age of the Customer?
Dear Mohammed, I agree 100%.
Today CMOs should have skills to manage clever teams and simultaneously he/she has be able to define and measure KPIs, be creative and know when to reinvent the business, to know the best business models for the company and communicate in omnichannel. Many roles!!
Best
Tanja
Too many chief marketing officers still have narrowly defined terms of reference that emphasize advertising, brand management, and market research. But, the requirements of marketing in the 21st century are vastly different in scope, style, and necessary execution from what they were, say, 10 years ago. To deliver consistency across the customer experience the challenges, opportunities, and priorities of chief marketing officers have to do with helping reflect new consumer buying behavior, shape a company’s public profile, manage complexity, and build new marketing capabilities.
Thank you very much Oliver.. Reinvention and continuity are also important.
Also taking into account social responsibility and eco-system. All the best.
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