The CMO guide to finding allies in the C-suite

There’s a lot of optimism in the air about the pandemic coming to an end, thanks to increasingly widespread vaccine deployment. People hope to resume normal lives at home and at work. But marketing executives already suspect there’s no going back to the way things were in 2019. Many CMOs saw huge budget cuts in 2020 and are wondering what comes next.

One thing seems certain: digital ad spending, which outpaced expenditures on non-digital forms of advertising for the first time...

Meeting of the minds: Achieving collaboration between CMOs and CFOs

Communications – both internal and external - have become more critical than ever. Perception and reputation amongst stakeholders and colleagues have flown up the agenda, as leaders continue to grapple with tighter budgets and the disruption of business plans under the strain of the pandemic. Going forward, nurturing internal stakeholder relationships will be essential for CMO success, especially with those who hold the key to enabling marketing activities – namely, the...

The CMO and CISO: Assessing the evolving intersection

The world has changed – from Betamax to Netflix, HMV to Spotify, and everything to mobile – and the relentless pace of transformation has put us in a constant state of flux. In a bid to keep up, businesses have increased their focus on digital transformation, propelling the chief information security officer (CISO) from the IT periphery to the very heart of decision-making. 

In parallel, technological evolution has driven a change in customer behaviour. If the purchasing of...

The business case for a strong CMO-CIO partnership: A guide

Digital transformation has been a trending topic in the business world for several years, but out of necessity, efforts to upgrade digital capabilities accelerated sharply in 2020. With social distancing measures in place, millions of office workers tackling their workload from home, and consumers and business buyers researching products and making purchases online, companies had little choice.

Digital marketing accounted for more than half of ad spending in 2020 for the first...

Thriving in 2021: The top six trends for sales and marketing leaders

The impact of 2020 was far-reaching, especially for sales and marketing teams. With business and consumer spending habits having dramatically changed due to uncertainty, as we move forward into 2021, how can businesses overcome this challenge, especially in the wake of three national lockdowns, a furlough scheme and a general lack of organisational spending?

One positive outcome from the pandemic has been the realisation for businesses of the importance of technology to keep them...

MarketingTech 2020 review: Covid-19, CMO strategy, and compassion

How tough was 2020 for marketers amid a global pandemic? In many ways, it depended on your industry. But navigating Covid-19 was a struggle for all.

It was okay to not be okay at times, with the knowledge that 2021 will - all being well - improve, and the knowledge of the marketing best practices which emerged over 2020. As Scott Brinker put it to this publication in December: "This is stressful, but you're not alone. Everyone's in the same boat, so that makes it a little bit...

John Mellor, CSO, Domo: The lesson learned from Adobe CEO Narayen which shaped my thinking on strategy

John Mellor, chief strategy officer at cloud business intelligence (BI) platform provider Domo, learned a valuable piece of advice on strategy from his former CEO at Adobe, Shantanu Narayen. The tip has stayed with him ever since.

"We were doing a strategy presentation one year and I had these beautiful slides I was so proud of," Mellor tells MarketingTech. "It was a good half hour, 45 minute conversation, everybody was engaged, and we got to the end and [Narayen] said 'okay, so...

Assessing the 2021 landscape: Commerce aligned with social set to rocket as brands truly digitise

If 2020 has taught us anything, it’s that massive disruptions can happen overnight across industries, with customer communication responsibilities from marketing to care often falling to the social media marketing team. The trends we at Socialbakers have seen take shape this year -- from increased usage of social messaging to recruiting niche influencers to help expand social reach -- are likely to grow in the coming year as more and more customer interactions happen...

Scott Brinker: “Times are stressful, but this is the state of modern marketing now – let’s just embrace it”

The Marketing Technology Landscape, the ultimate who's who of the martech space from social to data and everything in between, is otherwise known as the Martech 5000. Yet that moniker, while memorable, soon became a touch mistaken as ever more companies joined the party. For the 2020 edition, published in April, there are now 8,000 vendors listed.

There was, however, plenty of interest between the lines. Data vendors saw a 25.5% growth since 2019, while management platforms saw a...

A modern approach to brand building: Empathy, storytelling and alignment

As 44% of CMOs take on the challenge of mid-year budget cuts in 2020 – a direct result of the Covid-19 pandemic – a modern approach to brand building is needed. At its core, this approach is about tapping into the wealth of information already owned by your brand, more efficiently and to greater impact.

The amplification of empathetic experiences

Covid-19 accelerates digital customer behaviours and amplifies the importance of empathetic experiences. Current behaviours...