Published: October 17, 2013
Is the CMO dead?
The jury is still out on that one, but the C-suite is definitely shifting to cater to an interactive business. After all, according to a 2013 IBM study, CEOs consider technology the most important external force shaping their organizations, and the rest of the C-suite agrees.
While the CMO may not be dying per say, the role is changing quickly. In the near future, we may see the data scientist, the entrepreneur, the social media whiz, the investigative researcher and the customer service professional merge to form the CMO of tomorrow, at least in terms of valued traits.
And though this may seem unsettling to executives, it’s reflective of the current shift most leading edge companies are taking from the perspective of infusing interactive into business wide initiatives from sales to customer service, rather than siloing digital communication to the marketing department.
“Today, [interactive] strategy is about delivering smart content to help leaders innovate and grow their businesses. Audience fragmentation, social media and, more recently, Big Data, have changed the rules of content marketing. In sharp contrast with the strategies of a few years ago, influencer engagement and a solid mobile strategy are now emerging as the keys to success;” particularly in implementing a lean interactive approach throughout an entire organization.
So, as marketing changes because of interactive and interactive blends into company wide efforts, it’s only logical to expect a similar evolution in the CMO. What do you think, does the Content Marketing Institute get it right with the 5 types of people we’ll see leading tomorrow’s marketing strategies?
By Tonita Proulx, Business Partnerships
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