Relevance is central to commercial success, but it is not as simplistic as it sounds, and requires a strategic marketing mindset within the strategy of the business. For this reason, the chief marketing officer (CMO) shoulders a deeply conscious role at board level, as this leader must “bring customers into the boardroom”.
This is according to Dr Yvonne Saini who serves as the Director: Master of Management in the field of Strategic Marketing at Wits Business School. She pulls no punches in asserting the importance of the role of the CMO and challenges marketers to ask themselves the question, “What am I contributing to enable our business to lead with relevance and vision?”
Reflect true meaning in customer experience management
The marketing department must be close to customers if it is to be effective, and this calls for specific and strategic imperatives to be assigned to these teams, she says.
CMOs who are entrusted at such a strategic level are given total responsibility for revenue growth and customer experience management. “When enabled at this ‘change maker’ level, their contribution expands to playing a central role in the design and implementation of related sales conversion strategies within an organisation,” she says.
Marketing must not simply stop its delivery at marketing alone but needs to be an integral part of the business for all employees.
Saini adds that it is not enough for the CMO to keep pace with the revolving commercial landscape. “CMOs…