January 17, 2023
What is the number one priority for CMOs in 2023?
Align and adapt marketing organizations, programs and spend to have “elasticity” and “agility” in a gyrating economy. Anticipate demand chain shifts and act preemptively using real-time, forensic data analysis. Become the authority on growth strategies, revenue leakage/recovery, pricing/margin upside, opportunity conversion, transactional gain, and customer value building.
What will/should CMOs leave behind in 2022?
Poorly conceived and executed campaigns with superficial branding promises and trite “purpose” claims that are not ingrained in the organizational culture/DNA or delivered on by channel partners and the aftermarket ecosystem. In particular, discarding gerrymandered “soft” measures of campaign performance and business value.
What support do CMOs need from their CEOs and how to strategize to get it?
Understanding that the purpose of business is to satisfy and gratify customers, CEOs are essential to unifying and galvanizing all corporate stakeholders around the mission of becoming an “alert, customer-intuitive enterprise.” This can only be done through joint CEO-CMO leadership in driving digital transformation, AI-powered data utilization, continuous product innovation, and bringing scale, intimacy and individuality to connected customer interaction.
What do you think is the biggest challenge CMOs will face in 2023?
Multiplying CMO strategic authority, influence and credibility in the organization. Retaining ownership of critical responsibilities that are seeing erosion from “chief” title encroachment in the areas of digital, data, revenue, growth, relationships, CX, innovation and insight. Building multi-functional leadership and teams within the Office of the CMO that will evidence clear and measurable revenue growth, customer value and brand preference from marketing spend and automation investments.
What disruptive market conditions will CMOs face around the globe?
Donovan Neale-May is the Founder and Executive Director of the CMO Council, the Growth Officer Council (www.growthguidancecenter.com), and the Business Performance Innovation (BPI) Network (www.bpinetwork.org), a global community of executive change agents driving business reinvention, IT transformation, and process improvement across the enterprise.
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