CMOs are on a Collision Course with CXP.
The B2B customer experience, whether you like it or not, is fundamentally changing how marketing works. These changes are on a collision course with the role of the CMO and marketing in business. Believe it or not, this is good news for marketing leaders that seize the opportunities these changes present. Good news in that, […]
Infusion: How CMOs Are Creating Greater Value Across the Enterprise and...
The first question you might ask is … what’s messaging infusion? It is the disciplined process leading B2B companies use to deliver a clear, compelling and consistent message throughout the customer experience. How does messaging infusion work? CMOs collaborate with the executive team to align the company’s go-to-market strategy with customer requirements and formulate a […]
CMOs … Do You Truly Know Your Customer?
One of the most significant changes CMOs will face in 2016 and beyond is gaining a new understanding of who their customer truly is. The modern CMO understands — today more than ever — that his or her internal customer is just as important, if not more important than the customer actually involved in the […]
Bringing Your Story to Life. From the Inside … Out.
With the modern marketing executive’s skillset rapidly expanding, Brian Kardon, the CMO at Fuze, a business analytics company, was recently asked what attributes leaders must possess if they want to succeed. Kardon replied, “You have to be able to repeatedly nail your messaging, it’s one of the first things that sets you apart.” A company’s […]
Leading CMOs Achieve Success with Consistency, Connectivity and Continuity.
Data and analytics, content marketing, the explosion of digital channels and employee involvement are all factors rapidly changing how companies develop and deliver their story throughout the customer experience. And while formulating a meaningful and relevant message is critical to success — delivering a clear, consistent and connected story throughout the customer experience will determine the […]
CMO Success is Predicated on Executive Team’s Commitment to Change.
A recent Heidrick & Struggles study found that 62 percent of CMOs view relationships with peers on the senior executive team as vital to their success. It should have been closer to 100 percent. Why? Because without philosophical and strategic alignment between the CMO and the executive team — a CMO will experience limited success. […]
When It Comes to “Customer Experience” – CMOs Must Simplify.
The “customer experience” – as a strategic initiative – is fairly new. There are still a lot of unknowns. There is ambiguity regarding “ownership” of this initiative within the enterprise and the “best approach” for capturing and using customer data to activate a customer experience strategy has not been fully defined. With no clear path […]
4 Fundamental CX Questions CMOs Must Answer.
The customer experience (CX), by its very definition, is complex. Forrester Research defines the customer experience as… “The product of the interactions between an organization and a customer over the duration of their relationship. This includes all of a customer’s interactions with your company from awareness to discovery, purchase, use of products/services, loyalty and advocacy.” […]
The Picture Every CMO Must Paint.
Without a picture of where, when, how and why customers engage with your company — you will never be able to positively impact their journey. This is a picture you need. It is a picture you— the CMO — must paint. Your picture will take the shape of a customer journey map. But be careful. […]
6 B2B Trends CMOs Must Contend With or Deal with the...
Trends in changing customer, employee and partner behavior are taking shape that are rocking marketing’s world. CMOs who recognize these trends and shape their strategy accordingly … will win. Those that do not … will be left behind. What are these trends? Well, there are six of them and these industry experts explain how each […]