Marketing is crucial for any brand. As consumer habits and marketing strategies change, the role of the Chief Marketing Officer has evolved as well. These days, marketing is much more strategic, data-driven, and integral to the growth of the company. CMOs are more involved with corporate strategy.
CMOs Must Frequently Meet with Experts
Modern analytics and increasingly digital-first consumer behavior mean that brands must be good at marketing with modern technology. At the same time, nearly all of the traditional marketing techniques and best practices still apply today.
That can be a lot for the CMO to keep in their head at the same time. Instead of trying to do it all perfectly, today’s CMOs should surround themselves with people who know technology and data analytics well. That said, CMOs should still have the digital skills necessary to make informed decisions and drive business strategy.
CMOs Are Strategic
Over time, the role of the Chief Marketing Officer has become less tactical and more strategic. The CMO has to have the ability to make a significant, company-wide impact.
In addition to empowering the CMO to make big changes by focusing on strategy, the other executives should also step out of the way to allow marketing to execute bold initiatives. Excessive conservatism from other executives prevents CMOs from efficiently capitalizing on timely opportunities and making calculated risks that can make a big difference.
CMOs Combine Creative Strategies with Data-Driven Approaches
Although modern analytics data allow marketers to know exactly how successful their campaigns are, creativity is just as important as always in the process of crafting effective marketing. Today’s smart CMOs use technology as a powerful tool, but don’t leave behind the customer-focused human touch that makes marketing campaigns stick with consumers.
One of the most useful applications of analytics data is determining where to focus marketing efforts. Marketing leadership should use data from past campaigns and sales to figure out how to create a high-impact marketing strategy.
CMOs Get Involved
Traditionally, marketing may not have been deeply integrated into product design and development. However, product design and life cycles are crucially important to the jobs of marketers. For that reason, CMOs have to embed themselves into other parts of the organization to make sure that they’re on top of developments throughout the company.
The CMO’s goal is to become integrated into business strategy as a whole. This benefits the entire company, since marketing and other aspects of the company can benefit from their collective insights. They build consensus with other executives for the good of the company.
Modern CMOs Have the Right Blend Of Skills
The CMO role is increasingly multidisciplinary. CMOs are drivers of corporate strategy while also focusing on customers and creativity. They use data to make informed decisions and simultaneously tell stories that resonate with potential customers. They know modern digital technology and classic marketing techniques well, but they delegate to trusted experts to focus on strategy over tactics. Above all, good CMOs know how to ask the right questions to move the company forward.
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