The CMO’s role in a post-pandemic world: Flexibility with authenticity

Before the COVID-19 pandemic, the chief marketing officer (CMO) role was already in a state of flux, with several high-profile brands moving away from the position. Early this year, Gap’s CMO left without a direct replacement. Shopify’s chief marketer departed in February 2020, and the e-commerce firm announced it would not fill the vacancy. Uber went through two CMOs in 2019, ultimately leaving the CMO role unoccupied.

Fast forward to March 2020, and the CMO role experienced...

Gartner’s CMO advice: How to create value-based martech for uncertain times

I’ve worked on Gartner’s annual CMO Spend Survey for a number of years, but 2020’s survey has been the most interesting to work on by far. It captures marketing in a time of upheaval, as it struggles to understand how to respond to COVID-19’s immediate challenges and forge a path towards recovery and renewal.

Uncertainty abounds, and CMOs vacillate between wild optimism (almost 80% believe that COVID’s impacts on business performance will be short-lived) and deep caution...

Why security in online forms is key to delivering great customer experiences

The web has made it easier than ever to gather and analyse valuable data from consumers. Whether that data is collected through cookies or online forms, it can transform how you operate by helping you improve the customer experience and develop smarter marketing and sales strategies.

But collecting and using this data can be a double-edged sword: When customers trust you with their personal information, it also means they will hold you responsible if it’s...

Happy holidays? Why festive planning is earlier than ever this year

Brands love reaching their most passionate customers. As a former retail CMO myself, I get it. When you reach early planners, you reach the CEOs of the household—an audience that buys and spends more. Reach them first, and you have a shot at being their first choice when it’s time to shop.

And yet, for as long as marketers and advertisers have been prioritising planners, they’re making some seriously incorrect assumptions about this key audience right now. I heard from a CMO...

CMOs maintain optimism for post-Covid marketing budgets despite fears, says Gartner

Marketers are adopting a 'stoic' attitude to their marketing budgets post-Covid-19, but it is an opinion not widely shared by their C-suite colleagues.

That is the top line finding from the latest Gartner CMO Spend Survey, which found almost three quarters (73%) of CMOs expect the pandemic's negative impact to be 'short-lived.' The after-effects, according to heads of marketing, are expected to turn positive within 18-24 months, with CMOs reporting increased investments across...

Assessing two approaches to the modern CMO role: Traditional marketing or all-encompassing?

Earlier this month, McDonald’s announced that it will bring back the role of a global CMO, less than a year after scrapping it. In 2019, the company opted to split the role between the technical and non-technical aspects, but is now reinstating a CMO to drive the brand forward.

McDonald’s isn’t the only brand to bring back a CMO role. Last year, Coca-Cola also appointed a new CMO, after two years of trialling a different model. These examples showcase the two main schools...

Why CMOs need to stop investing in marketing technology

When was the last time you heard an incoming CMO say the business they are joining had a martech stack to die for; everything was optimal and there is no reason to change any of the existing technology favoured by their predecessor? Probably never.

CMOs come and go, on average, every 43 months. So, every three and a half years, marketing organisations re-start the journey of marketing technology transformation and go through significant upheaval in a new quest for a technological...

Salesforce State of Marketing report promotes empathy, AI, and more focused KPIs

Salesforce has published its latest global State of Marketing Report, which has explored the rate of transformation within marketing and the data and organisational goals needed to achieve it.

The report, which collected data from almost 7,000 marketing leaders globally, had three overarching findings:

Marketing transformation is taking on new urgencyMore empathetic marketing is being achieved due to greater data and personalisationMarketers are doubling down turning...

Aimee Stone Munsell, CMO, Contentsquare: On leadership, learning, and lateral job moves

Aimee Stone Munsell, chief marketing officer at digital experience software provider Contentsquare, is a firm believer in the adage that a leader is only as good as their team. "A leader's job is to make themselves obsolete," she tells MarketingTech.

Realising the bluntness of that statement, Stone Munsell (left) laughs and clarifies. "What I mean by that is my job is to create at each level of management and leadership, to make the people underneath you successful and the...

Carolyn Corda, CMO, ADARA: On empathy as a marketer – with Covid-19 hitting travel hard

Carolyn Corda, chief marketing officer (CMO) at data co-op ADARA, notes the importance of empathy in marketing. This is not just in terms of campaigns, but also in becoming a better marketer.

“What’s really worked for me is I understand the business not just from the marketing angle,” Corda tells MarketingTech. “I’ve been deep in the different elements of airlines.”

For Corda, who prior to becoming CMO at ADARA was managing director for digital travel and...