There is no question that the chief marketing officer holds the most responsibility for ensuring messaging continuity throughout the customer experience. In fact, corporate messaging is one of the most critical ways marketing can impact the customer experience, which is why chief marketing officers must implement programs that infuse the corporate message into the hearts and minds of everyone within their organizations. Forward-thinking CMOs know they must shift the focus from aggressive advertising and promotion and look at their role through the lens of the broader business agenda to ensure their strategy delivers a consistent and compelling customer experience at every customer touchpoint.
In today’s customer-centric business environment, the CMO must be a facilitator who establishes formal and informal cross-silo communication channels with the goal of establishing a common planning framework and knowledge base, encouraging synergy across different business units and functions.
Why is this the CMO’s role?
Marketing is responsible for audience segmenting, media planning and innovating by testing new ideas and gauging customer awareness. Marketing is, ultimately, the owner of brand experience and is therefore responsible for deploying a clear, consistent and compelling story in the marketplace. This requires that sales and operations work in tandem with marketing to ensure synchronicity in the storytelling, which must occur both internally and externally. This is why messaging-driven sales enablement programs that pull the corporate message into sales tools and selling conversations and messaging-driven organizational change programs that infuse the corporate message into the cultural DNA of your organization are paramount to the CMO’s success at driving measurable, positive change throughout the customer experience.
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