The Digital Navigator: A New Breed of Marketer
To plot a successful course towards the future of digital strategy, the modern CMO needs to embed more IT competencies within their team. And to do that, you need to straddle marketing and IT—emphasizing this is lacking or missing altogether today. Enter the Digital Navigator.
Think of the Digital Navigator as your compass.
The most significant benefit is their ability to get the marketing team closer to customers, align CX across platforms and unlock insights from data to make better decisions.
To achieve success, the Digital Navigator delivers two key capabilities that marketing needs:
BRING CROSS FUNCTIONAL TEAMS TOGETHER TO SPEED UP PROGRESS AND SUCCESS
By providing a balanced perspective between IT and marketing, the Digital Navigator cuts through functional jargon to decipher pros and cons and facilitate faster decision-making and troubleshooting. They understand and articulate trade-o s at every stage in the journey. The Digital Navigator isn’t a classically trained digital marketer. They are a hybrid of IT, combining development knowledge with marketing. They have a foothold in understanding what it takes to create meaningful, di erentiated, and intuitive experiences across the brand’s various touchpoints, including customer service, product development, sales, employee portals, and so on. And they are uniquely qualified to communicate in a way that both marketing and IT specialists understand.
Into the Wild: The Modern CMO’s Guide to Mapping Digital Strategy to Outcomes
05
Powered by FlippingBook