FINAL WORD
also for CX , driving customer growth , loyalty and impacting the bottom line .
To be successful , CMOs need to think analytically and use data to make strategic decisions that will drive business impact . This shift is mainly a result of the increased emphasis on data-driven decision-making . This means CMOs need a firm understanding of analytics to monitor progress against KPIs and ensure marketing campaigns meet their objectives .
But more importantly , CMOs need to understand how consumers behave on digital channels , be able to anticipate changes and trends and harness emerging technology to deliver a strong CX that will engage consumers and influence buying decisions .
CMOs must adapt quickly to keep up with the changing requirements of their role and create a clear vision for their company ’ s marketing strategy . Otherwise , they run the risk of their customers being snapped up by competitors and their skills becoming obsolete .
How CMOs can prepare for what ’ s next
At the heart of staying relevant is harnessing technology to deliver more personalised and relevant experiences for customers . Today ’ s CMO needs to have a holistic marketing approach and adopt digital experience platforms enabling marketers , developers and IT operations teams to rapidly compose and deploy digital products and services that engage customers and drive sales .
As content and data form the foundation of digital experiences , by embracing the right digital experience platforms , you can break down data silos and boost business agility to maximise the value of your marketing . You can then personalise your experiences to foster more meaningful connections with your customers to create more engagement and revenue .
But while adopting digital platforms creates a far greater integration between marketing and IT , CMOs need to ensure they collaborate with the CTO on technology implementation and execution . A close relationship will not only allow data analytics to be retrieved , but it will also enable CMOs to use new technologies to successfully navigate and leverage the everchanging technology landscape .
Next-generation CMOs
There ’ s no doubt that CMOs are under pressure to meet both the needs of the customer and the marketing needs of their company . As customer expectations increase and the technology landscape evolves , next-generation CMOs need to stay one step ahead . You need to anticipate the shifts in culture and consumer behaviour , understand the power of emerging technologies to create more personalised CX and use data analytics to demonstrate business impact .
But while the role of the CMO today is challenging , it ’ s only going to get harder . Having creative marketing flair , strategic firepower and a datadriven mindset is no longer enough . Advances in technology systems , the deluge of customer data and changing consumer behaviour further adds complexities to an already challenging role .
However , embracing the right digital platforms and staying closely aligned with the CTO and IT team will make the next generation CMO ’ s role more seamless and ensure you can concentrate on what they do best ; deliver strong CX and business impact . x
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