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Three Areas for CMOs to Focus On

Presort.com   February 7, 2018    

For those already in the CMO position, this may not come as a surprise: The role of chief marketing officer has been elevated over the past decade from brand and marketing plan manager, to enterprise-wide revenue driver, a new report from Deloitte found. Many CMOs have found their plates loaded with a myriad of additional responsibilities as more tool and techniques have emerged, including executing social media campaigns, market research, digital marketing, direct marketing, advertising and PR. “With brand and marketing plans at the foundation, many of these new responsibilities have been treated as operational: tactical add-ons rather than a justification for elevating CMOs to strategic partners,” the report said. “In today’s customer-centric environment, it can be easy to view every task as customer-related and, therefore, the CMO’s responsibility.” Deloitte uncovered three areas that CMO’s should focus on and own: Relentlessly pursue customer expertise.  By positioning themselves as customer experts—and bringing the benefits of that expertise to other functions in the organization—CMOs can trade tactical responsibilities for enterprise-wide strategic influence. Make marketing make sense.  CMOs can make their voice heard by translating marketing insights into the language of their C-

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Three Areas for CMOs to Focus On