The new complete marketer
The latest issue of Strategy+Business has a good article on the new complete marketer (requires registration, but free here)
The article is making very similar points to the McKinsey article that got published earlier. They too talk about the need for broadening the marketing function, saying that : “Once a fairly discrete department within the organization, marketing is more and more often being asked to fulfill a far more significant, strategic role with implications for the entire enterprise.”
The article also refers to a research project that they conducted in conjunction with the Association of National Advertisers, in which they distilled six themes that the best CMO’s adhere to:
- Put the consumer at the heart of marketing
- Make marketing accountable
- Embrace the challenges of new media
- Recognize the new organizational imperative
- Live a new agency paradigm
- Remain adaptable
Some of these themes may seem simple and mundane, but is in how CMO’s execute against them that determines the winners from the losers.
[Tags: CMO marketing strategy+business social media customer needs voice of the customer]
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