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3 Things CEOs Should Expect From Marketing In 2018 - Chief Executive

3 Things CEOs Should Expect From Marketing In 2018 - Chief Executive | The MarTech Digest | Scoop.it
1. A marketing back office renaissance. That drop in marketing budgets is largely due in part, according to Gartner, to marketing leadership being too distracted by tactics and execution. For that reason, we predict a renaissance of the back office – meaning a greater focus and investment on the strategic arm of the marketing organization (basically everything that is happening behind the scenes within marketing.)

2. Alliance between the CMO and CFO. As budgets are tightened, marketing teams that succeed in 2018 will build a closer relationship between Marketing and Finance.

3. A new Chief of Staff to the CMO, Marketing Operations. These trends, along with the newfound pressure for marketing to run more like a business, have created a new VIP on the marketing team; Marketing Operations. For many organizations, MOPs has emerged as the most capable resource to step in and help the CMO in their quest, especially with responsibilities related to data cleanliness, marketing resource management, and marketing performance management.
CYDigital/marteq.io's insight:

3 Things CEOs Should Expect From Marketing In 2018 - Chief Executive

 

Regarding #2: pigs shall fly first.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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An Existential Threat - Forrester

The way forward is complex, but here are a few hints on how you should manage now. 1) Ask your CIO to parse out how much of his or her budget is IT (internal technology) versus BT. Depending on your industry, you should be in the 70/30 range, with a long-term plan of moving to 50/50. You will drive revenue and customer experience with BT -- guaranteeing your company's future. 2) Assess your CIO as to whether he or she has the capability to actually build and manage BT. If he has a high operational IQ but a low customer IQ, you may have the wrong horse for this race. 3) A noxious idea in the tech space is increasing your risk -- "Bi-Modal IT." This philosophy mandates slow change in core systems -- a risk that could ultimately sabotage your customer-facing systems, as we have seen recently in the Delta Air Lines outage. If your CIO is espousing this approach (versus a speedier strategy), your antennae should go up.

CYDigital/marteq.io's insight:

Absolutely, positively applies to the Marketer.

 

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A Critical Shift is Happening in Technology Markets - Gartner

A Critical Shift is Happening in Technology Markets - Gartner | The MarTech Digest | Scoop.it
While investment in new technology for products and services continues to be a priority (55% of the CEOs ranked it in their top 2), a focus on innovating in the way their companies engage with customers was a top priority for more CEOs (58%).      They are recognizing that changing market conditions, particularly more tech-savvy business buyers, requires them to become more industry and business focused, to adapt their sales practices, and to think about new delivery models.

And, more importantly, they feel this shift is paying off where it counts.  42% of the CEOs cited improvements in customer experience and service as the key change that has driven more wins (Incidentally, the combination of new or better products was only 15%).
CYDigital/marteq.io's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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6 Signs A Company Takes Marketing Seriously - Adobe

iNeoMarketing executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more.

CYDigital/marteq.io's insight:

A summary of the recent 2015 CMO Impact Study. Get the Executive Summary here: http://cmo.cm/1LLUfN9 

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CMOs are beginning to fill CEO seats - VentureBeat

CMOs are beginning to fill CEO seats - VentureBeat | The MarTech Digest | Scoop.it
As corporations across industries focus on digital transformation, top-line growth, and customer experience, marketing executives have become increasingly attractive candidates for CEO positions.

“CMOs are being charged with driving organizational transformation and creating results. They’re reinventing business models and creating new go-to-market strategies. They’re tasked with the strategic agenda to drive value for the business and its shareholders,” said Caren Fleit, senior client partner and leader of the Global Marketing Center Of Expertise at Korn Ferry. “Aligning teams, marshaling resources, and driving change to achieve the objectives of an organization — that’s exactly what a CEO does.”

In fact, 53% of business executives polled by Korn Ferry said that their current CMO could one day become CEO. “The role of the CMO has changed dramatically in recent years, and this new breed of CMO is being shortlisted for the top spot,” said David Shrank, principal with Deloitte Consulting. “I would argue that the trend is still in its early stage, but as the CMO continues to own the customer across all channels — as well as the data that drives the business — the CMO quickly becomes a logical person to own the company’s growth agenda in the CEO role.”


From MarTech 101 to Advanced Techniques, iNeoMarketing has you covered. Contact us.

CYDigital/marteq.io's insight:

The article delves into more detail than this. And it points to an emergence of a function that for quite a while has sat in the back seat. Not every CMO mind you: only those that have fully embraced the digital and MarTech culture.

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Sneak Peek: 2015 CMO Impact Study - CMO.com

Sneak Peek: 2015 CMO Impact Study - CMO.com | The MarTech Digest | Scoop.it

"Across both CEOs and CMOs, higher tenure is related to stronger marketing capability. CEOs in high marketing capability firms have 35% more months in their jobs than do CEOs in low marketing capability firms, and CMOs have 15% more months, suggesting that continuity in both the CEO and CMO roles can, perhaps, improve the firm’s ability to develop better marketing capability."


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CYDigital/marteq.io's insight:

The full study will be released in a few weeks, but in the interim, they released an interesting bit of info, and it's not surprising.

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