A surge in martech is unleashing data driven CMOs
The role of the CMO is expanding in exciting ways. While still covering the varied aspects of brand, communications, acquisition and revenues, technology is enhancing our ability to do this in new ways and adding to marketing’s scope of influence.
Over the past few years, the number of marketing and data technologies has exploded. These technologies help marketers better measure, attribute, predict and understand customer behavior. Second, data collection, analysis and decision making are simultaneously improving with a collective understanding of the value there, enhanced hiring of data specialists and a host of supporting technologies.
As marketing becomes more central to the business, CMOs have an unprecedented opportunity to truly be the voice of the customer, to make “customer-centric” the mantra for business decisions.
The availability of these technologies and their use by marketing is having a ripple effect. As the seat of understanding the customer, marketing gathers data from all parts of the business and shares insights with all parts of the business. What once was a corner where marketing happened has moved center stage to where the business makes critical decisions about everything from product to revenues.
The most successful companies put customers first and make their businesses about meeting customer needs. As marketing becomes more central to the business, CMOs have an unprecedented opportunity to truly be the voice of the customer, to make “customer-centric” the mantra for business decisions. And, we get to do it with more data and inspiring technology than ever before. Exciting times!
Related Resource | See my guide: Marketing As A Revenue Driver
JILL RICHARDS 