If you’re a CMO or striving to become one — be prepared to drive change and enter uncharted waters. To be successful in this role you’ll need greater knowledge of the customer through analytics; more involvement in the formulation of your company’s go-to-market strategy; deeper corporate messaging development and delivery expertise; and finally, stronger change management skills to lead strategic business initiatives that span the enterprise and customer experience. In other words, where your job starts and stops has been forever redefined.
A recent Forrester article “CMOs Boldly Reach For More Influence In The Enterprise,” proves this point: “CMOs should step forward and take responsibility for turning the enterprise toward the customer. This means taking on a more significant role on the executive team … it also begs CMOs to lead innovation processes in the organization … the CMO, has to create a more engaged customer relationship. Getting the organization to see the CMO in this light is a big ask, and only CMOs who rethink their approach to marketing operations will pull it off.”
The modern CMO position is not for the weak of heart. The job requires strong negotiation, collaboration, change management and leadership skills. It requires you to reach into customer-facing areas of the organization to define enterprise-wide communication strategies, create buy-in and establish the connectivity required to deliver a compelling customer experience.
Download the full white paper on “Material Changes in the Customer Experience and the Profound Impact on CMOs” to learn more.
