What are Global CMO’s doing differently to give their companies a competitive edge?

According to the latest edition of the CMO Survey by Deloitte, here are some of the ways in which global CMOs are doing differently to give their companies a competitive edge:

1. They are investing in data and analytics. Global CMOs are increasingly using data and analytics to make better decisions about their marketing strategies and investments. They are also using data to personalize customer experiences and to measure the impact of their marketing campaigns in real time.

2. They are building customer-centric marketing organizations. Global CMOs are putting customers at the center of their marketing organizations. They are doing this by collecting customer feedback, understanding customer needs, and developing marketing strategies that are designed to meet those needs.

3. They are embracing digital transformation. Global CMOs are embracing digital transformation and using new technologies to reach their target audiences and deliver a great customer experience. They are also using digital technologies to automate marketing tasks and to improve the efficiency of their marketing organizations.

4. They are developing a strong brand culture. Global CMOs are developing a strong brand culture within their organizations. This means that they are communicating the company's brand values and mission to all employees and ensuring that everyone is aligned with the company's brand strategy.

5. They are building strong relationships with other C-suite executives. Global CMOs are building strong relationships with other C-suite executives, such as the CEO and CFO. This allows them to get buy-in for their marketing strategies and to ensure that marketing is aligned with the overall business goals.

Here are some specific examples of how global CMOs are implementing these strategies:

Adidas: Adidas is using data and analytics to personalize customer experiences. For example, Adidas uses customer data to recommend products to customers on its website and in its stores.

Nike: Nike is investing in digital transformation. For example, Nike has launched a digital app called Nike+ that allows customers to track their workouts, purchase products, and connect with other Nike users.

Coca-Cola: Coca-Cola is building a customer-centric marketing organization. For example, Coca-Cola has created a customer advisory board that provides feedback on the company's marketing campaigns and products.

Unilever: Unilever is developing a strong brand culture. For example, Unilever has launched a program called the "Unilever Sustainable Living Plan" that helps employees understand the company's brand values and mission.

Procter & Gamble: Procter & Gamble is building strong relationships with other C-suite executives. For example, Procter & Gamble's CMO works closely with the CEO and CFO to ensure that marketing is aligned with the overall business goals.

By implementing these strategies, global CMOs are giving their companies a competitive edge in the marketplace. They are using data and analytics to make better decisions, they are putting customers at the center of their organizations, they are embracing digital transformation, they are developing a strong brand culture, and they are building strong relationships with other C-suite executives.

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