Recently, Nestle Professor and
President of IMD, Dominique Turpin, wrote a compelling piece about the
death of the CMO. We already have seen the role of marketing diminish
in Boardrooms around the world at the expense of the CFO and more
measureable leaders. But at the same time, Dominique predicts a
'resurrection' for marketing 每 through a greater Customer focus. With
the growth of Social, and more data enablement, he proposes some
practical areas to track this change.
﹞ Make the
CMO the CCO 每 Chief Customer Officer 每
where this person leads the voice of the customer.
﹞ Make the CEO the
CMO 每 this is already happened in
Apple under Steve Jobs and IKEA under Ingvr Kamprad.
﹞ Get the CFO on
board too 每 Customer Data is now
hard data, the Finance function can provide a strong platform to help
benchmark and measure this.
﹞ Use Customer
Knowledge to Build influence 每 with
more customer leading insights, the marketing team can now really drive
influence and change.
To read the whole article, go here.
For more on this argument, we
also found this post amusing 每 "Why
One in Marketing Knows What they are doing" 每 with the rise in
peer-to-peer marketing, strategies have to change, and the best
marketers are already working on plans to this end.
Early next year, R3 will be
running "CMO 2018" Roundtable sessions - to set the stage for the next
five years of marketing. To find out more, write to email@example.com.