From marketing’s shifting role in the enterprise to change and volatility management, these 3️⃣ trends are driving marketing strategies in 2022. Learn more from Gartner_MKTG: GartnerMKTG CMO
Are marketing, CX and sales amalgamating? Is marketing’s role as a driver of enterprise digital transformation diminishing? Will emerging roles usurp the CMO?
Gartner identifies four overarching themes driving marketing strategies in 2022: marketing’s shifting role in the enterprise, customer journey orchestration, strategic brand management, and change and volatility management. Today I’m zooming in on the first theme by examining three key questions.Question No. 1: Are marketing, CX and sales amalgamating?
During the last 12 months, I’ve worked with lots of clients to help them address organizational challenges. I’ve come across very few instances where there’s been a formal convergence of functions with sales, marketing and CX folding in under a single leader. While there are instances where organizations have adopted emerging leadership roles, such as the chief revenue officer or chief growth officer , adoption of these roles remains limited.
In organizations where marketing has previously been at the forefront of transformation, this can be a painful experience. However, while CMOs may move from being the “A” to “R” on the RACI matrix, they must maintain a powerful voice around the decision-making table. To do this, CMOs need to play to marketing’s unique value proposition as the voice of the customer in the enterprise.
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