The definition of CMO is blurring across the business landscape; the advancement of Martech and the accessibility to data is forcing the traditional CMO to evolve and expand their responsibilities.
Elite CMOs are expected to play a pivotal role as growth drivers in the organization, and this is where the integration of a CMOs role begins. Recently, Forrester Research published an article predicting how the role of a successful CMO will evolve beyond 2020, and here’s how.
Own the Customer Experience
As the landscape of marketing steers away from focusing on the legacy strategy in acquiring new customers to creating a direct-to-customer environment by providing hyper-personalization, the expectations of CMOs have also shifted to become an owner of the customer experience across all touchpoints.
To maintain this ownership and thrive even further, CMOs need to capitalize on data science and analytics to provide impeccable customer experiences while, at the same time, being compliant with the regulations that govern the privacy of data.
2020 represents a year of re-imagining CMOs roles to transform into an influencer of the customer experience by creating and positioning the marketing ecosystem.
CMO is No Longer Chief Marketing Officer
The CMOs role will no longer be about being Chief Marketing Officer. The role now has more dynamic responsibilities as being a Collaborating Marketing Officer or Contributing Marketing Officer.
Marketing should interconnect everyone throughout the organization. That’s how you build your brand unity, brand voice, and brand image. Without this continuity, you can’t sell, connect, or service your brand. The entire organization must stand behind the consistency and the value of the brand that they represent.
According to the article, “In 2020, one designated C-suite leader will be responsible for all that surrounds the customer, clarifying the role of marketing in a business environment obsessed with growth.” And that role will most likely be filled by the CMO. A connector that amplifies the growth goal and the brand vision with C-suite members and decision-makers, and a contributor to influence both the internal and external brand impact.
CMOs must find ways to collaborate with a multi-layer of influencers to drive impact across the business by connecting different facets of the business.
2020 Vision Required
Generational gaps are slowly creeping in the marketing world as younger groups of leading management emerge. The perspectives on long-term growth goals and identifying barriers for the growth may differ by generation.
Regardless of these generational gaps on how to interpret strategic goals and success, the role of the CMO must comply with the business growth goal while satisfying all levels of the audience, both internally and externally. Smart CMOs should account for this generational trend by developing a succession plan for long-term growth. One of the prime responsibilities of CMOs is to prepare the next generation of marketers with the forward vision that is better suited for the new marketing landscape.
2020 will be the year that many CMOs will transform to expand their influences and responsibilities.
The sophisticated customer demands will force CMOs to take ownership of developing a memorable and impactful customer experience, while creating the culture of the brand, to influencing internal decision-makers and developing the next generation CMOs.
It may sound like a big weight to carry, but for CMOs that prioritize the right objectives, it should be a successful 2020 and beyond.
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