The role of the CMO is forever in a state of flux, to adapt we must be open to the forces that are shaping the digital world we and our customers operate in today.
The changing metrics required to support omni-channel organisations has meant that the traditional Marketing Director role is now outdated, some might say redundant.
The need to become deeply embedded in the entire business enterprise operating more as a ‘Chief Change Maker’ has created the requirement for a number of unique skills to sit alongside all business touch-points.
According to a recent report by Forrester, 88% of organizations agree that the role of the CMO has changed in the last couple of years, and will continue to change over the next two years.
In a world of rapidly advancing technology, changing customer attitudes, and unpredictable trends, marketing is evolving at lightning speed. The role of the CMO must also change to fit the changing needs of modern organizations, overseeing not only branding and marketing activities but also business growth and customer experience.
Today the pressure on the traditional CMO is changing due to the rapid developments, and adoption by the consumer, not of devices or other forms of technology, but social interactions.
For the many CMO laggards who continue to use social media as a place to continue with the 'intrusive advertise and promote' thinking that's served them in fraudulent ad tech land are rapidly finding themselves, and their organisations being turned off by the digitally savvy, socially connected consumer which has now reached a global audience of 3.5 Billion as at July 2019, with ad fraud taking between 50% - 70% of the marketing budget, and Ad blocking providing a brick wall for those intrusive ads, just how do they stay in the role, and relevant to the company?
The innovative and growth mindset CMO must be open to understand how to best use Social Media and unleash all its 'Superpowers' to assist in business transformation, and achieve those ambitious growth targets.
To do this means a move away from the 'advertise, intrude, and promote' thinking that's already turning today's consumer off.
To achieve business success, CMOs must adjust their mindset and working practices to achieve a more collaborative role. The priority of the CMO going forward must be to enable all departments in the organization to work together and with external partners to build a customer-centric culture. Only by doing this can they meet both the marketing needs of the business and the needs of the customer, and stay relevant in today’s marketing landscape.