Perspectives: Digital Transformation Through the Lens of Strategic Marketing extract: Exploring CMO/CIO synergies

Editor's note: This is an exclusive extract from Lynn Scheurell's new eBook, Perspectives: Digital Transformation Through the Lens of Strategic Marketing. This extract, from chapter five, 'Woke Leadership', explores CMO and CIO alignment, as well as questions which need to be asked to drive digital transformation.

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CMOs are masters of alignment in terms of making connections between people, issues, and solutions, empowering both clarity and action, persuading...

CMO Council explores the remit of earned media – and strained relations between marketing and comms

The Covid-19 pandemic may have forced a change in some respects, but a new report from the CMO Council makes it clear: marketing and comms are still too adversarial, and more media cohesion is needed.

In its report 'Bridging the Gap for Comms and Marketing', the council, alongside Cision, surveyed more than 150 brand leaders, as well as conducting interviews with executives from Schneider Electric, IBM, Nokia, and more.

Ultimately, marketing and comms don't really...

SaaS pricing and the cloud: Making it an innovation enabler for SMBs

The greatest promise of the cloud has always been freedom. Internet of Things (IoT) startups all over the world benefit from the flexibility that large cloud providers like Amazon Web Services (AWS) give their customers. In fact, it is hard to imagine how a young cellular IoT connectivity company could succeed without the ability to deploy and scale a global infrastructure in no time and at an affordable cost.

The conclusion we’ve drawn at EMnify is simple: our customer’s...

Creating a unified brand strategy: Why problems ‘start small and multiply’

Creating a unified brand, across all stakeholders and touchpoints, is one of the most important goals a marketing team strives to achieve. Digital transformation has made this need more acute; the importance of social media means a plethora of new channels to get communications right.

As social has made the world more connected, it has also forced companies to make their workplaces more connected and collaborative. Yet many marketing departments struggle to even get that...

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...