Here is How CMOs Can Define Their Role
Here is How CMOs Can Define Their Role. The job of the CMO has been undergoing seismic changes in role and responsibility due to advancements in marketing technology (martech), data and social media. No longer is content production enough. The chief marketing officer (CMO) must be able to “market with purpose,” with a direct, measurable impact on the business.
Clearly, the transition is not going well.
The CMO is the C-suite role with the shortest tenure, and 2019 has seen a high number of departures and hirings of CMOs at notable brands. Is it any wonder CMOs are undergoing an identity crisis, unsure of their place in the organization?
The role of a CMO touches on a range of different competencies. Like the chief financial officer (CFO), a CMO needs to be comfortable with numbers.
They must establish upfront financial goals and return on investment (ROI) targets and then monitor and measure the results. Like the chief technology officer (CTO), a CMO must be comfortable with technology.
Marketing now comprises technology platforms and tools for targeting content to specific audiences in real time, across all devices and channels.
Data is now the lifeblood of marketing, so like the chief information officer (CIO), a CMO must understand how to use data effectively and leverage artificial intelligence (AI) to engage target audiences and nurture prospects.
Here’s my advice to CMOs looking to define their role proactively:
Become a technology leader.
Marketing now has its own data and technology ecosystem, one that is independent of the main information technology (IT) organization. Marketing, perhaps for the first time, is not beholden to the IT organization. Yet, marketing often lacks the technical skills to implement such technologies. The CMO must take the opportunity to lead the implementation of marketing technology to achieve the business goals and ROI expected.
I learned this as an early enterprise-level adopter of Adobe Experience Manager. The technology was powerful, but it took a great deal of work, programming and retraining to take full advantage of it. Finding the talent to implement such cutting-edge technology was a major hurdle. An approach that worked well for us was to engage in the Adobe network ecosystem to find the skilled talent we were looking for.
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