To learn more about getting aligned with the rest of the C-suite, check out our series of guides designed
just for CMOs
series of guides
designed just for CMOs
THE FUTURE
CMO
CMOs are stepping up to take a more active role in the strategic direction of businesses. The list of hard and soft skills demanded of a CMO grows, as they are expected to do more across organisations.
What does the DNA of a future CMO look like? What roles could CMOs of tomorrow take on within a business?
There are a number of challenges for organisations when trying to secure the right levels of investment for a digital strategy, ranging in significance
43
%
of organisations don’t use any kind of ROI calculator to help build the business case for investment
Very significant
Quite significant
Not significant
Lack of
understanding
and sponsorship
Digital marcoms are viewed as tactical not strategic
No clear longer-term business case and ROI
0
10%
20%
30%
40%
50%
eConsultancy 2018
To find out more about how CMOs need to speak the language of the C-suite to best negotiate budget
see here
01
The Negotiator
40
%
CMOs are more frequently finding themselves the chief negotiator for budget to support organisations on their digital transformation journey
of organisations feel their CMO is primarily responsible for creating the business case
for digital marketing and CX technology investment within their business
66
%
of marketing professionals are frequently trying to secure
budget for digital marketing or CX technology investment
and yet only
11
%
of organisations feel their CMO is primarily responsible for authorising investment
whilst the additional
34
%
of marketing professionals still do so on occasion
eConsultancy 2018
02
The Reporter
Because of the lack of visible ROI,
CMOs must revolutionise reporting by demonstrating the value of the marketing and digital functions
5
%
of organisations use real-time data and predictive analytics to anticipate customer needs and create timely dialogue
Only
43
%
of organisations felt their ability to measure the bottom-line impact of optimised digital experiences was poor, or very poor
whilst
33
%
of organisations felt it was just ok
Sitecore 2018
How is digital success measured across organisations?
In order to report well, CMOs need to ensure there is a cohesive global language across the business. Some sectors were better at this than others
Percentage of companies, across sectors, with global taxonomies and naming conventions for marketing
and
9%
24%
21%
We measure general traffic, user engagement, KPIs aligned with business objectives, plus we measure KPIs aligned with the customer lifecycle across multiple channels, both online and offline
We measure general traffic, user engagement, plus
KPIs aligned with business objectives
We measure general traffic, plus we measure user engagement
We measure general traffic
We do not specifically measure digital success
Sitecore 2018
13%
33%
Manufacturing
Healthcare
Consumer Goods
Government
Financial
Technology
Service
Association
Ecommerce
Travel
Entertainment
Non-profit
Sitecore 2018
Education
10%
0
20%
30%
03
The Data Governance Leader
Post-GDPR, organisations have realised the gaps in their data privacy and compliance approach. CMOs’ proximity to digital transformation projects means they are in a position to lead the charge, and demonstrate best practice
How is data governance handled by organisations?
The strongest CMOs are much more likely to understand the implications of poor governance
Pioneering CMOs
Other CMOs
51
%
of pioneering CMOs distrust brands due to data privacy compared to 32% of other CMOs
50
%
of pioneering CMOs demand greater transparency within their business company-wide to 32% of other CMOs
Accenture 2018
26%
We don’t
have a data governance practice today
42%
We govern data according to the channel in which it resides
19%
We have a strategy for collecting, connecting, and enriching data across multiple channels
13%
We have a data enrichment strategy and company-
wide data governance that’s compliant with Europe’s GDPR
Sitecore 2018
04
The Strategist
With the C-suite generally out of the loop on digital marketing projects, CMOs are uniquely positioned to help guide the business strategy
of organisations feel that creative and design leaders are playing a bigger role in the overall strategic direction of the business
Soda 2018
Sitecore 2018
To what extent is top-level management involved with digital marketing strategy?
67
%
37
Low involvement
Medium involvement
%
31%
High
involvement
18%
Not
involved
14%
