Marching Toward an Office of the CMO

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Employee Engagement Strategies
Marketing
There's been no shortage of discussion lately about how challenging it is to be a CMO. Among the issues faced by CMOs is the ability to effectively manage marketing efforts across various channels that companies use to interact with customers. Siloed channel data makes it particularly tough for CMOs and other decision-makers to gain a complete view of customers and their behaviors across different channels as well as their transactions, preferences, and potential needs. The desire among CMOs and other company leaders to glean insights from multichannel customer interactions is one of the chief reasons why a growing number of organizations are recruiting data scientists to help them make sense of all this information.

There's been no shortage of discussion lately about how challenging it is to be a CMO. Among the issues faced by CMOs is the ability to effectively manage marketing efforts across various channels that companies use to interact with customers. Siloed channel data makes it particularly tough for CMOs and other decision-makers to gain a complete view of customers and their behaviors across different channels as well as their transactions, preferences, and potential needs. The desire among CMOs and other company leaders to glean insights from multichannel customer interactions is one of the chief reasons why a growing number of organizations are recruiting data scientists to help them make sense of all this information. It's also a reflection of how the marketing organization is evolving and becoming a collection of specialists - from data scientists to social media managers to channel experts. Because of this, some industry practitioners are suggesting that companies may begin creating an "Office of the CMO" where a team of marketing lieutenants are put in place to oversee these types of activities.

A recent CMO.com slide show on what the world of the CMO might look like in 2020 states that some companies may not even have a single CMO in the future. Personally, I think many enterprise organizations will continue to have a corporate CMO or some kind of uber marketing leader that divisional or functional CMOs will report to. Still, an Office of the CMO may become more commonplace in the future just as some organizations have created Offices for the CFO and CIO functions where it has made sense to do so.

How do you see the role of the CMO evolving?

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EXPERT OPINION