CMOs are uniquely positioned to unite the relevant business stakeholders in an organization
By MYBRANDBOOK
Amol Gaikwad
Head Marketing- India and SAARC - Check Point Software Technologies
The evolving role of CMOs
CMOs post pandemic have been challenged to create new paths to customer-obsessed growth. Events of the pandemic year have accelerated a shift that was already in motion. Dramatic changes in buyers’ behavior, evolving business models, and fast-paced technological advances have changed the role of marketing heads to quite some extent. Today it is no longer about just pipeline contribution and bottom line impact. B2B Marketing is now looked at to provide data on complex customer needs, insights, and opportunities. B2B CMOs will also need to effectively connect and empathize with the sitioned to unite the relevant business stakeholders in an organization. The customer, partner, employee, investor, and influencer relationships are just some of the key relationship marketing that helps to manage by creating strategies, processes, KPIs, and behaviors that are rooted in customer centricity. Improving marketing alignment and collaboration with other departments was the most important factor in supporting their marketing priorities.
Contribution towards strategic business discussions
Many CMOs have increased their level of influence within their organizations by knowing more about the business, marketplace, and customers than anyone else. The CMOs have the greatest influence as they are important influencers to overall business strategy with peers. More focused on the traditional marketing tactics, CMOs are usually leaders of an execution organization, not drivers of strategy or heavy influencers of the overall direction of the business.
The scope of the CMO varies across organizations. There are the wide CMO roles, in which the CMO may have responsibility for all the traditional marketing functions. Then there are the narrow CMO roles, where the scope may be limited to a region, business unit or product category. Managing the intersections and sometimes clashes with other C-suite roles is a challenge many leaders face. These other roles are not good or bad; they just create the need to define roles and responsibilities within the organization and make it more challenging for CMOs to clearly communicate the value of marketing.
Real-Time Marketing to Drive Sustainable Growth
Today, real-time marketing only means marketing leaders need to understand the nuances, power of brand, the emerging capabilities of technology and the hyper-speed shifts in culture and consumer behavior. As much as things change, they remain the same. The target for the vast majority of the marketing leaders is growth, which businesses contemplate to CMOs and their teams to drive. CMOs need to build flexible, adaptable teams that work seamlessly with external resources, take measures and optimize everything they do to drive all things in real-time.
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