The “Cloud”- Disrupting the Role of the Marketing Executive

Marketing mostly used to be an art and it was tough to prove its value quantitatively. It was a guessing game and simplistic- not overly reliable from the business perspective. Today it has changed into a data-driven science; dealing with savvy customers who have been radically empowered. The Chief Marketing Officer (CMO) is at the center of this renaissance and over half of CEOs say the CMO is well positioned to become the new CEO. All of this has come about due to the Cloud, and we are just at the beginning of this transformation. Is your business ready?

All about Digital and Data…
Most of the 1500+ marketing tools today are cloud based. The next decade will see tremendous growth in the use of these tools. Whole new capabilities continue to arise: artificial intelligence to increase the conversion of sales leads into revenue; acquiring media placement as if through a stock exchange; creating true mass personalization, and more. The new marketing demands a new kind of talent who are experts in digital tools and techniques.

Digital

According to a report from BCG: “The scale and nature of the skills gaps suggest that companies need to do much more than tinker with their recruitment and training programs. Most require a transformation in their marketing functions: making the development of digital capabilities a top business priority, rewiring the organization accordingly, and significantly boosting L&D programs to produce the needed skills.” In addition to championing digital engagement, marketing management must deliver resources, support for new initiatives, and investment in capabilities and platforms that capitalize on the opportunities these digital technologies offer.

Data

Marketing is now a science and data driven. We don’t sample. We can measure the impact of every marketing decision by examining the data. Interactions with customers are frequent and in real-time. The customer is knowledgeable. We shape brands through social media.

The Cloud is disrupting the business world and it is exponentially true with digital marketing. As a result CMOs must innovate and accelerate – providing answers to changing consumer demands, increased technology needs, and marketing talent challenges. Bringing in the right chief marketing talent to your team is therefore imperative.

-Beth