The Next Era of the CMO is Here: Are You Ready For It?
Late Night with Larry: Volume 8
In the face of change and disruption, many people become overwhelmed by the uncertainty of the moment. But for me, I feel excitement. Change means an opportunity to do things differently, be better, and innovate. The marketing industry is in one of those transformational moments right now. Those who understand how to adapt and aggressively pursue their vision have a unique window of time to sprint ahead.
There’s no arguing that the list of expectations placed on the CMO is growing. Customers demand consistent and exceptional experiences that take place across an expanding collection of devices and channels both on and offline. Advertising platforms are doubling down on their own automation and targeting—and putting up taller barriers to keep data and budgets within their own four walls. Brand values are under unprecedented scrutiny. In the digital world, marketers are scrambling to react to the end of third party cookies (my advice on where to re-focus that energy, later). And, on top of it all, CMOs face increasing pressure to demonstrate the ROI of every penny.
Couple these changes with post-pandemic business acceleration and it’s clear that marketers need to think bigger and differently to be successful. The talent, skills, and technology required to win will look different in the future.
This is true for Rise, too. Rise originally made its mark by being among the first in our industry to see the necessity of coupling analytics with creative for effective marketing. While our competitors hired traditional marketing talent, we brought on former financial analysts and data enthusiasts to help our clients take data-driven media management to a new level.
Today, I see the next era of marketing and Rise’s future just as clearly. Driving growth and connecting with customers will require a fundamentally new approach powered by another new set of faces essential for marketing success: technologists. These experts will infuse data engineering, systems architecture, and technical media skills across four core responsibilities that remain squarely within the CMO’s control:
- Fuel Your Brand Engine
- Future-Proof Your Audience Strategy
- Act on Real Time Opportunities
- Prove Your Impact
By focusing on these four areas and adding the right technologist talent to your strategy, you will use the magic of your brand to inspire people and turn them into customers in tomorrow’s ever-changing world. You will lead your company’s growth and shape important decisions at the C-suite table. Let’s look at this new approach and what you will need to win.
Remember that excitement I wrote about at the beginning? I feel it in a big way right now. We are at a moment in time where disruption in the marketing industry is creating openings for innovative and forward-thinking marketers to thrive. If you can make progress in these four areas you have an opportunity to take your brand to new heights—and isn’t that what we’re all here to do? If you’re ready to use this pivot point and go for it, let's connect. Send me a message.