Change is inevitable, but how you navigate that change is under your control. As marketing strategies and customer expectations continue to evolve, CMOs are under constant pressure to lead change in a way that benefits both the organisation and the customers. Several of our exclusive contributors to CMO.com over the last two weeks discussed some of the challenges CMOs face in the midst of change and how to navigate them.
Emma Jenkins, CMO of sofa.com, discussed the challenges marketers face with data in a world of constant change. Today’s customers expect brands to have everything together when it comes to the business of data management. Although constant change makes it difficult for brands to keep up, the benefits of personalisation through data are clear. Jenkins shares some ways marketers can increase relevance with data outlined in Adobe’s latest report “Managing Anonymous and Authenticated Experiences across the Customer Lifecycle.”
Lee Odden, CEO of TopRank Marketing, shared the new expectations for CEOs and executives driven by the explosive growth of social media in recent years. A company’s CMO, in particular, is expected to be active on social media. This type of engagement “helps build better connections with customers, employees, and investors.” Odden shares some practical strategies for CMOs to achieve social media success.
Richard Neish, managing director of DARE, tackled an often overlooked aspect of any major change in a company: behavioural change. CMOs must ensure that every person working in the company is on the same page and understands the behavioural changes expected of team members in order to deliver the best customer experience. Leish encourages CMOs to help build a company culture that is open to change, and outlines some specific steps companies can go through to ensure positive behavioural change in the midst of digital transformation.
CMO.com sat down with Joy Bhattacharya, managing director of Accenture Interactive Lead, UKI, to talk about some of the top issues marketers are facing. One of the issues discussed was leadership and culture transformation and how to get customers more involved in the process of transformation. Another issue is marketing’s evolution and how to tap into the rich diversity within an organization to support this evolution.
Katz Kiely, founder and CEO of Kiely & Co, talked about the new change agents in an organisation. Kiely shares some of the challenges organisations face when trying to spark change within the company. The result is often “a barrage of disconnected initiatives onto change-weary, and increasingly resistant, employees.” Instead, organisations should be looking for the change agents across every level of the company and leveraging their influence.
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