The evolution of digital has completely transformed the way we look at marketing and when deployed properly, digital has allowed marketing a bigger seat at the table through better measurement and attribution.
As marketing has evolved, so has the role of the CMO. It has significantly transformed over the past few years, and has been directly impacted by the pace of change in marketing. However, most organizations are still using an outdated definition and an outdated organizational structure.
As a digital marketing executive search firm, we know CMOs who acquire the skills, capabilities and experience to meet the demanding expectations of their role will be critical to the success of their organizations. Sometimes this means they have to learn new things, more often it means they need to know what talent to add and how to lead them.
Digital Marketing Executive Search Firm Shares What CEOs Should Expect from Today’s CMO
Here are six key things CEOs must ensure their CMOs can accomplish to successfully lead their organization in today’s digital world.
Adding a Marketing Technologist to the Team
The disruption of technology is undeniable in the marketing space. As a digital talent agency who spends all day finding the right marketing talent to support such changes, we know most organizations still have an outdated marketing org structure.
From Starbucks to Dominos, organizations are doing amazing things with technology focused on improving the customer journey and experience. But why are they the outliers?
Bottom line, either you have someone on your team in charge of marketing technology, including app development or you are falling behind. Who on your marketing team is leading the charge on key digital trends like AI, mobile experience, and automation? Unsurprisingly, we’ve been seeing more CMOs hire technology experts to take on the vital functions of managing the implementation and operations of martech solutions.
Understanding the New Customer Journey
Digital is becoming the center of everything. Organizations are measuring marketing and interactions with customers and consumers in ways they never have before. As a result, they’re able to use insightful data to grow exponentially and focus more on their customer.
We live in a customer-centric world and as today’s consumer gains more power and their expectations become increasingly demanding, businesses must keep up to meet them. Fortunately, new technologies and sophisticated data analytics allow businesses to better meet consumers’ demands by getting a deeper understanding of their behaviors and preferences.
Understanding the new digital customer journey is key in managing and enhancing the customer experience. CMOs today must adapt to higher customer expectations. They must understand how much the journey has changed because of digital, and be able to lead their organization in meeting their expectations at every touchpoint. Ultimately, the marketing team must leverage available data to improve the journey and deliver a superior customer experience.
Ability to Drive Scalable ROI
When we conduct a marketing executive search, one of the first things we look for in CMOs is the ability to drive ROI and demonstrate accurate attribution.
Attribution …read more
Read more here:: B2CMarketingInsider