The changing role of CMO in the new year
Josh Mueller predicts that CMOs will need to focus on using data and analytics as their roles change and grow in 2019. Specifically, they will need to focus on what’s growing revenue and scale operations to concentrate on the things that will move the needle. In addition to revenue responsibility, he asserts that CMOs will have increased ownership over the customer experience and will need to be able to track customers from first contact to purchase and on into their product or service experience. By rationalizing their tech stacks to make technology an enabler – rather than an inhibitor – of their teams’ efficiency and of using data effectively across silos, CMOs will be able to more readily address both customer experience and revenue. He also mentions the increased use of account-based marketing (ABM) for all business sizes, not just enterprise, and branding and rebranding using data to drive decisions.