CMOs, CIOs & Consumers Must Be Won
ALERT: In 2013, 44 percent of CMOs believed there was no need to align with their CIO’s (Accenture study of worldwide CMOs). Accenture’s 2014 CMO-CIO study discovers 83 percent of IT executives believe in the need to both align and interact while nearly 70 percent of CMOs now vote for the same aggressive alignment.
The challenging tasks of building brands, creating profitable product demand, gathering intelligence and negotiating media has forever changed. CMOs today are charged with herculean responsibilities. They're expected to aggressively pursue companywide business transformation. Their competencies are expected well beyond traditional and/or new digital marketing foundations. CMOs today must be willfully collaborative and transformative, must be focused on the next, not the before. They must be inspiring to cross-company team members delivering heightened market strategies, commanding arrays of digital initiatives, smarter marketing triggers to ensure forecasted growth. They are anointed to lead this companywide digital transformation to evaluate core assets, to out muscle competitors' own demands and rights for greater consumer market share. Frankly, by these transformative leadership responsibilities I am lost in admiration for today’s evolving CMOs.
In order to lead transformational cross-company change, CMOs first need to smartly transform themselves through CIO collaboration. They must be dedicated to transformational growth through a united cross-company vision, combining technology, digital tools and social capabilities designed to speed up consumers' attention, and desire for brand, product and services. CMOs must focus their company on best of breed sales, smart marketing triggers and CIO-monitored platforms to ensure high growth. As example, one hyper-growth area for CMOs and CIOs to congener and re-capitalize on is consumers' advancing mobile lifestyles. For forward thinking CMOs, CIOs and CEOs, glowing mobile devices are the new cash registers for the rest of our lives.
According to comScore-Nielsen’s 2013 end-of-year report, 160 million American consumers owned a smartphone, representing 65 percent of our connected population. Add tablets, phablets, wearables and other untethered cloud connected mobile glasses and we realize our mobile lives are recreating and reshaping any CMO's B2C and B2B vision. The really good news is “we the consumer-people” love it, want it, embrace it and live it, through hyper-accelerating mobile purchases.” It's time for all CMOs, CEOs and CFOs to get very, very mobile-busy.