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Tag: cmo

MTA Martech Advisor – What’s Going to Keep CMOs Awake at Night in 2019

MTA Martech Advisor – What’s Going to Keep CMOs Awake at Night in 2019

From Mediocrity to Growth
Brian Solis is Principal Analyst at Altimeter Group. According to Brian, the right strategy, combined with emerging technologies like AI and machine learning, positions marketing as an “enabler for total CX.”

Here is Brian’s prediction:

“If I could offer any advice to CMOs, it would be to swap out the ‘M’ for a ‘G.’ Legacy marketing is an endeavor toward building relationships upon a foundation of mediocrity. Instead, the ‘G’ represents an opportunity toward growth.

In an era of AI and machine learning, in combination with an open mind and a focus on the entire customer journey, the role of marketing can finally deliver customer experiences that meet or exceed modern customer expectations.

Doing so moves the purview of marketing beyond the top of the funnel and positions it as an enabler for total CX. And that makes marketing a partner in business growth and a partner to CEOs, boards and shareholders.”

Is Your Company Investing in Digital Transformation or Digital Iteration?

Is Your Company Investing in Digital Transformation or Digital Iteration?

Digital transformation is more than hype and definitely more meaningful than just another buzzword. But to see what it really is and what could be, you have to think beyond the role you work in today. Depending on who you ask, digital transformation could be simply described as enterprise-wide investments in new technologies, platforms and processes to operate in a digital economy. It’s often painted as a picture of rivalry between CIOs and CMOs. But its very promise is bigger…

Digital Transformation – Rewriting the Rules of Business

Digital Transformation – Rewriting the Rules of Business

We live in an era of digital Darwinism. As customer expectations evolve and move toward personalized experiences and beyond transactions, companies in every industry must focus digital transformation on not only digital, but also people, purpose, and relevance. Digital transformation has become an absolute must-have to secure future growth, improve customer experience and loyalty as well as operational efficiency. Along with it, digital transformation also represents an opportunity to rewrite the rules of business? I got to spend some time with…

Moving Beyond Demographics: Today’s Hyperconnected ‘Generation C’

Moving Beyond Demographics: Today’s Hyperconnected ‘Generation C’

Several years ago as I was writing The End of Business as Usual, I researched how the customer journey was evolving. Specifically, I studied how traditional touch points compared to digital touch points and more so, how customers were hacking their way to desired outcomes. Along the way, I found that when it comes to “digital customers,” alignment in behaviors and preferences spanned generations beyond traditional demographics. At the time, I referenced this group of hyperconnected customers “Generation C” where…

I Answer Your Questions About the State of Digital Transformation

I Answer Your Questions About the State of Digital Transformation

Where are companies at in their digital transformation efforts? This was the question I set out to answer in, “The 2014 State of Digital Transformation” report.  After two years, it was time to check-in on the digital transformation landscape again to learn how companies are changing, what challenges they’re facing now and what opportunities they’ve uncovered. Recently, I hosted a webcast on behalf of Altimeter and Prophet to share the findings from the latest “State of Digital Transformation” report. Over…

The Opposite of Change is Conformity: A framework for driving meaningful digital transformation

The Opposite of Change is Conformity: A framework for driving meaningful digital transformation

Digital transformation is a buzzword. On top of that, the term digital transformation causes debate amongst those working in or studying the field and confusion among everyone else. But at the same time, digital transformation is also one of the most promising and impactful trends in business (r)evolution today. Why? It carries with it the ability to modernize how businesses work, market and serve. And more so, digital transformation offers a unique glimpse into how disruptive technologies are affecting human behavior, expectations and values. It has…

True Customer Centricity Requires the Merging of Marketing and IT

True Customer Centricity Requires the Merging of Marketing and IT

  Guest post by Robert Tas (@TasRobert), SVP and CMO of Pegasystems. You see the headlines everywhere – 2016 will be the year of customer experience; marketers need to make customer experience count; millennials demand an authentic customer experience. The bottom line is the stakes have never been higher in today’s modern, connected world. Every second of the business-to-customer interaction represents a key moment of opportunity and truth, each step carrying the potential to make or break that relationship, and…

Marketing to Marketing to Reimagine Marketing

Marketing to Marketing to Reimagine Marketing

Guest post by Fred Studer (@fredstuder), Chief Marketing Officer at NetSuite Sometimes, in fact oftentimes, the most important audience for your message are the people who are already working for you. In an age of online surveys and instant feedback across social channels, articulating your message to the people who work in your company can often be neglected. In fact, if you haven’t convinced and energized your own people, you’re going to be hard pressed to convince the market. My…

Pardon My Bluntness, The Future of Marketing is Screwed…But It Doesn’t Have To Be

Pardon My Bluntness, The Future of Marketing is Screwed…But It Doesn’t Have To Be

The Adobe Summit in London is a pretty special event to me. A big part of it of course has to do with its location. I adore London and all of my friends, and those I’ve yet to meet, make the trip special each time. The other reason is that Adobe’s platform reaches EMEA and thus helps marketers who are pushing for change on a global scale. To prepare for the event, the team at CMO.com asked me to share…

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