Technology Driven CMOs

The CMO is empowered with an overwhelming array of technology options that enable him to track and understand marketing performance, monitor and understand customer behavior, gain valuable customer insights. He is also armed with a new set of technology enabled marketing channels that include online communities, virtual worlds, mobility and social media. A CMO who understands and uses these available technology options is always in a better position to leverage and implement them for greater good. He is in a better position to show his business acumen with the data he possesses and is able to bring value into any high level decision making and strategizing. The board members will always look up to an intelligent and articulate CMO who is able to show and present value through his deep knowledge of the business and its customers.

We are currently seeing a lot of CMOs using sophisticated analytics and metrics-based tools such as CRM/customer data analytics, Web analytics, and marketing measurement to better their prospects of being included in more strategic roles other than just marketing. The key thing is that the CMO should not lose sight of ROMI and it should always be in their radar.

These new technologies coupled with traditional methods of getting information about customer trends enable the goal oriented CMOs to build on their customer centric competencies by improving their personal knowledge about the customer, increasing opportunities to listen to customers and connecting with them. By doing so, they can communicate relevant business opportunities to key stake holders within the organization and securing better alignment thereof.