Posts tagged with Cmo

man in robe

Five things startup CMOs shouldn't do

CMOs have had some bad press recently.

First, there was the news that the tenure of a CMO is shorter than all other C-suite members. Then we heard the CMO was dying (like everything else in marketing land), only to be replaced by a CGO (Chief Growth Officer).

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Martech for operational excellence: How to build your 'productivity stack'

According to a prediction in 2016 from Gartner, chief marketing officers (CMOs) would spend more on technology by 2017 than chief information officers (CIOs).

While that prediction may have seemed far-fetched at the time, today, in more than 30% of organisations, at least some aspects of sales, IT and customer experience now report to the CMO.

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From growth to soft skills, where professional marketers should focus

Search for 2018 marketing trends and you will find plenty of posts about which social media platforms are on the rise, what SEO factors are most important this year, and how chatbots are 'taking over the world'.

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From zero to CMO: Five essential steps

Almost everyone is planning their next career move and they often think about what they need to do to make it happen.

Some, however, have a longer time horizon and bold ambitions. They may be writing email copy now, but they have visions of becoming the chief marketing officer (CMO) one day.

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robot fight

Five challenges of programmatic that CMOs must understand

You are a CMO and you are falling behind in the race to understand and implement programmatic advertising campaigns.

If that applies to you, Econsultancy's new report, The CMO's Guide to Programmatic, in association with AudienceScience, may be of use.

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Today’s renaissance CMO should master both logic & creativity

While it’s certainly dependent on the organization, its industry, and its culture, chief marketing officers — once sought after exclusively as masters of the creative — are increasingly being forced to fit into equally analytical roles as a result of the data revolution. 

Blending traditional creative aspects of marketing with analytics is unprecedented, and for some, perhaps even unwelcome.

But Mike Linton, CMO at Farmers Insurance, disagrees: “I think this argument of whether a CMO’s role is art or science is flawed.” 

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board table

How should marketers adapt to cut it at board level?

Marketers are increasingly harnessing the power of customer data and digital technologies to champion the customer experience.

But how do marketers need to adapt to cut it at board level as the role of CMO becomes more prominent?

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Chief Customer Officers (CCOs): A fad or the future?

In my previous article I looked at the rise of the Chief Digital Officer.

However, in that piece I suggested that the “transformer CDO” is very similar to the Chief Customer Officer, the latter also seeing a dramatic rise in popularity in the last two years.

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Can the CMO and CFO ever work together in harmony?

Marketers often have a challenging relationship with their colleagues in finance, as those in charge of budgets generally don’t like taking risks.

If you couple this with the difficulties of creating watertight measures of ROI and attribution then it’s understandable that CFOs might see marketing as being a bit fluffy.

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The new digital c-suite: How influential is the CMO?

As companies become more digitally focused, is the CMO becoming more influential within the c-suite?

Developments in marketing technology have meant that CMOs have had to become more tech savvy in their approach, and we’ve all seen the stat that by 2017 CMOs will be spending more on tech than CIOs and CTOs. 

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How a new focus on digital and customer experience is boosting Ryanair's profits

For many years Ryanair revelled in its reputation for being a brash, almost antagonistic airline.

However it is currently undergoing a major rebranding exercise as it seeks to refocus on the customer experience and adopt a friendlier image.

At the Festival of Marketing this morning Ryanair CMO Kenny Jacobs gave an outline of what the process had so far entailed and how it had already impacted the business.

Rebranding campaigns of this scale often take place when a business is on its last legs, so Ryanair is somewhat unique in that it is pivoting from a position of power.

As Europe’s largest airline, Ryanair flies more than 1,600 routes to 30 countries. 

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The social marketing OS and its ecosystem

Enterprise software is now about marketing. According to a frequently cited report, the CMO will spend more money on technology than the CIO by 2017

How the CMO spends is now a strategic issue. Here is how to think about it...

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