Exploring the New Landscape
CMOs are in uncharted territory. Cardinal directions have shifted, leaving many CMOs searching for a way to navigate to the right path. Marketers are uncovering new priorities and are unsure if they have the right tools to succeed.
How does this change look?
As we anticipate the future of digital strategy, customer experience (CX) is at the forefront. Unfortunately for CMOs, they have a data problem, and it’s a big one.
The modern consumer demands an experience tailored to their needs. While 81% of companies expect to be competing mostly or entirely based on CX 1 , only 4% currently personalize information throughout the CX 2 . To truly understand the experience that consumers crave, CMOs need a consistent view of customers across systems. The challenge is that much of the data needed to position their brand strategically sits in disparate silos, resulting in discrepancies and an inability to execute and measure success consistently. But dawn is coming. The rise in cloud migrations coupled with the skills from a new breed of marketer present CMOs with an opportunity to simplify data access, reinvent how they deliver strategic value, and improve the customer experience. Now is the right time to address the data problem and unlock customer insights. By embedding more IT capabilities within their team and providing input in cloud-driven initiatives, CMOs will navigate these dynamics and achieve real results. This guide will help CMOs explore the new marketing landscape, discover the skills needed to succeed, as well as a framework for navigating towards creating a more agile and outcomes-based digital strategy that’s customizable to your organization and will take you into the future.
Pack your bags; it’s time to explore.
Ryan Decker Director of Digital and User Experience, Concord
Eric Carr Chief Delivery O icer, Concord
Ivaylo Guenov Chief Technology O icer, Concord
Into the Wild: The Modern CMO’s Guide to Mapping Digital Strategy to Outcomes
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