Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

The CMO in 2010

Posted on: 22 December '09

As we end a year most of us would rather forget from a business standpoint, I thought I’d make my last blog of 2009 about what changes I see for CMOs in 2010 and beyond. Of course, this is an ideal state and we won’t get there all at once. But what better way to head into another decade than with new hope and resolve to make our roles as CMOs more strategic to our respective organizations.

CMOs used to be able to get away with understanding brand; print advertising; market research; direct mail campaigns; design good-looking brochures and trade show booths…and not much else. This is no longer good enough. New pressures and focus areas include the evolving media landscape, economic and customer uncertainty; and more involvement in corporate strategy.

In summary, today’s CMO needs to understand how the business works.

In addition to all the traditional responsibilities we place on the CMO’s plate, the scope needs to increase. In 2010, CMOs should also focus on:

    – Innovation – Both in products (services) and how they are marketed. To further comment on management innovation who better to turn to than Gary Hamel? In this 13:50 minute video, Gary talks about the characteristics necessary for innovation in the workplace.

    – Revenue Growth – Sales is execution, but marketing should own the sales strategy.

    – Alignment – Cross-functional, global, executive teams all need to be aligned with customer. Using customer analytics to drive decisions and improve promotion campaigns should be employed.

    – Accountability – Track investment ROI and revenue via the various marketing channels. Constantly improve upon investment. CMOs should bring transparency to their team’s output by setting objectives and publishing a dashboard.

    – Strategy – Top-level CMOs should help drive corporate strategy in addition to marketing strategy and sales strategy.

Does this sound challenging? It is. And to think I almost made it through this entire blog without mentioning social media, which presumably CMOs are already tackling as part of the evolving media landscape.

I would like to take this time to wish everyone who reads my blog a very happy and healthy holiday season. I look forward to speaking to you in the New Year.

  • Sanjay

    Nice post and a great video. Wish you happy holidays and a prosperous new year!

    Thanks!
    Sanjay

  • Geetha

    Dear Joe,

    Great post! Thank you.

    Merry Christmas and Happy New Year to you and your family.

    Thanks and regards,

    Geetha

  • Hi Joe
    Interesting post as always. Happy Holidays and talk to you in the new year (from a new city, in my case).
    Thanks for all the efforts you put in, in creating a wonderful, thought provoking blog from which I constantly learn.
    Best,
    Lubna

  • Dear Lubna:

    Thanks for writing. Happy New Year. I hope the new job is going well.

    Joe

  • Sanjay:

    Thanks. I am glad you enjoyed both. Gary Hamel never dissapoints.

    Happy New Year.

    Joe

  • Vijay. M

    Great post Joe!

    As you have mentioned, for a long time there has been an emphasis on the extended role a CMO should play in an organization.

    All the C-level executives should be involved in the strategic front of the organization to help the company propel towards greater success.

    A superficial work by CMOs or for that matter any other C-level people will result in a great loss for the organizations. Organizations should realize this and act accordingly.

    Regards, Vijay