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Three Ways CMOs Must Unite Their Organizations

By Suketu Gandhi

Want a 360-degree view of your customer? Join the club. These days it seems like nearly every part of the business is trying to create a full picture of the consumer–from customer service and product development to risk management and, of course, marketing. What’s more, each function brings its own set of tools and data sources–service feedback, purchasing patterns, user reviews, market research, social media, you name it. But they’re likely to fall short of creating a truly inclusive picture of the consumer without the leadership of one important executive: the CMO. That’s because nobody else operates at the chaotic intersection of a company’s products and services, the predictably irrational people they serve and the data they are constantly generating.

Over the past decade, many CMOs have made big strides in their efforts to create a more nuanced, multidimensional view of the consumer. From neuroscience capabilities that allow them to see which parts of the brain are activated by different cues, to analytics capabilities that mine social and transactional data for hidden patterns in preferences and behavior, CMOs are raising customer insight to an art form.

Unfortunately, even these kinds of next-level technical capabilities may not be sufficient for CMOs to provide the full value their companies need. CMOs can also serve as organizational lightning rods that bring together capabilities and insights from across the enterprise. And if they don’t? Their businesses will likely press ahead with an insufficiently clear view of their consumers–a hit-or-miss approach that can waste valuable resources and leave the organization at a competitive disadvantage.

Making this transition may not be intuitive for many CMOs, who often feel lucky to get their own marketing teams aligned around customer insights–much less bring other organizational stars into play. Much heavy-lifting will be required to get from here to there, but CMOs should consider three fundamental changes to begin laying the groundwork for today.

Read more from the article.


Learn more about the author:

Suketu Gandhi
Principal, Deloitte Consulting LLP





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