CMO Perspectives (5th Sep, 2014)

This week’s CMO Perspectives is about the CMO’s role as strategic innovators and the forces holding them back.  Customers today want things personal, and they want things now. This makes CMOs the conduit for all of a company’s business. Other departments, including IT, are struggling to keep up. This can lead to tension between the CMO and CIO, but the most successful companies are those where these two executives find ways to cooperate.

For instance, 43% of CMOs claim that their company's tech development process is too slow for digital marketing's transient nature, and 43% of IT executives say marketing's requirements and priorities change too often. What's more, 25% of CIOs feel that CMOs lack the vision to anticipate digital trends.

We hope you enjoy these articles. Let us know your thoughts by commenting below, or reach out on Twitter: @NICE_Enterprise.

The Four Moments of Truth That Lead to Meaningful Customer Experiences []
This Slideshare preview of a webinar by Brian Solis, Principal at Altimeter and Nick Stein, VP of Marketing for Vision Critical, focuses on the new customer journey and its connection to social media.

What the speakers call Generation C – all of us living a digital lifestyle – are not like traditional customers. We’re more informed, more empowered, and more demanding. Customers today want things personal, and they want things now.

Old-fashioned marketing concepts like the funnel are all but irrelevant. People are going to touch points that work for them, whether businesses own them or not.

Understanding customer attitudes and emotions provides a complete customer understanding. This is the actionable intelligence companies need to be proactive instead of reactive.

The ongoing CMO / CIO debate []
One of the most talked-about topics these days in CMO circles is the potentially fractious relationship between CMOs and CIOs.

The reason this has become an issue, according to the author, is because the rise of the Internet has given marketers an expanded role. Strategically, marketing departments are now the conduits for all business. Meanwhile, the role of the IT department has become more focused. They are responsible for data security and protecting the company’s intellectual property.

Marketing executives are driving innovation and looking to move quickly. IT is the custodians of data and need to protect the interests of the business. When both sides understand each other, the company will succeed.

What’s the Big Deal about Small Data? []
Stephen Yu, president and chief consultant of Willow Data Strategy, said big data is like counting grains of rice in front of a hungry man. He doesn’t care about the number of grains. He just wants a bowl of cooked rice. The one bowl of cooked rice is small data.

Allen Bonde, VP of product marketing and innovation at Actuate said that “small data–at a high level–is the last mile of big data. It's that place where users of the data can interact with and apply data from theory to practice.”

In a nutshell, the idea behind this article is that small (data) is beautiful.  Marketers are increasingly using the term small data, as opposed to big data, to talk about data that is actionable and high quality, as opposed to merely high quantity.

We've Got Your Number []

Admit it, writes Ginger Conion of Direct Marketing News, no matter how much magic there is to marketing, we're all hooked on data. Conion goes on to list a number of useful and surprising factoids from her web site’s archives, of which we’ll bring you just a sampling.

For instance, 5.1% of consumers surveyed prefer to use laptops while shopping in-store. Did they misunderstand the question or do these shoppers really schlep their laptops to the mall?

Under the category of "room for improvement," just 12% of CFOs consider their CMO “excellent” at linking marketing activities to ROI.

Have these stats whet your appetite? Click on the full article to read more.

The Most Successful Businesses Will Be Customer Obsessed Says Forrester’s Sheryl Pattek []
We’ve entered the age of the customer. As such, marketing should no longer be about optimizing the channel, but about optimizing the entire customer engagement and telling consistent stories across all customer touch points.

Pattek says Delta is a company that merges the brand experience with the customer experience. The airline has developed cheeky in-flight safety videos, rolled out a new mobile app and designed terminal areas that feature desks where people can work, order food from iPads and get status updates on their flights.

Think about how many people will be talking about their Delta experience with their friends.  The best marketers are creating shareable experiences.  

We hope you enjoyed our picks and bookmarked a few articles for future reference. Please don’t forget to share with other CMOs.

Are there any other marketing topics that interest you? Tweet us, or comment below to let us know!

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