Take the Right Route to Revenue in the Intelligence-Powered, Marketing Technology Era
Chief marketers are typically overwhelmed with the day-to-day demands associated with strategic planning, branding, meeting, campaigning, and peer-level politicking. They are distracted by greater demands, complexities, and tactical execution challenges in the go-to-market process. In many cases, they are diverted with organizational transformation, operational restructuring and talent sourcing needs. And they face pressure to better map and model the marketing mix, as well as substantiate and validate marketing spend.
“Assess Where You Need to Progress” is a valued CMO Council thought leadership program with Zeta Global aimed at engaging senior marketers in a benchmarking process to determine their company’s level of digital marketing maturity, organizational capacity and performance predictability. It will also look at where and how modular, progressive and selective investments in MarTech are improving marketing campaign effectiveness, market competitiveness, and overall business growth.
Included in this thought leadership initiative is the provisioning of an interactive online tool to scorecard MarTech readiness, as well as recommend optimal migration paths. The thought leadership initiative will also showcase best practices among early adopters and innovators, as well as provide marketers with templates and frameworks for making a stronger business case for MarTech spend in interactions with CIOs, CFOs, CPOs, and other management stakeholders.
Advent of the Intelligence-Powered Marketing Era
Global marketing organizations are under pressure to become intensely technology, mobility, and connectivity driven. And, more importantly, security sensitive when it comes to protecting customer privacy, data, brand assets and marketing supply chains. This is placing a real burden on chief marketers to stay abreast of the latest marketing technology innovations and become more adept at evaluating, sourcing and implementing new applications that are relevant, usable and valued.
Deploying new platforms and solutions that massively scale and personalize the customer interface and bring new efficiency and effectiveness to multi-channel campaigns, CMOs are drawing on analytics and insights to make faster, better and more impactful decisions. CMOs are fast-becoming devotees and disciples of Big Data. Particularly, in the interactions with C-level peers.
Top-line revenue growth -- the CMO’s number one deliverable -- is increasingly tied to essential IT-powered processes and capabilities. These include customer data integration and analytics, prospect profiling and intelligence gathering, online market engagement and relationship management, sourcing and qualification of leads, conditioning and conversion of opportunities, and ongoing handling and retention of valued accounts.
Better use of real-time transactional and behavioral data is allowing CMOs to be more clinical and effective in their approach to segmenting, targeting and accessing critical audiences. Database infrastructures are increasingly being tapped for valuable personalization and one-to-one marketing campaigns, as well as customer revenue optimization programs. The advent of ubiquitous, interactive digital connectivity and AI-lubricated Chat Commerce channels is opening up new worlds of customer monetization, always-on assistance, and individualized engagement.
Today’s Strategic Imperative
Generative AI represents a new era in computing that promises to transform not only marketing as a discipline, but also the role of the CMO itself. In this Intelligence-Powered Era of Marketing, the Modern CMO must lead a profound shift—driving profitable growth through advanced AI and data-driven strategies. However, many CMOs are finding it difficult to meet these rising expectations.
The emerging Intelligence-Powered Marketing Era is changing how organizations view the role of the “chief market officer” and growth leader. CMOs now find themselves at a crossroads, where success is measured less by brand stewardship—and more by their ability to drive profitable growth. According to research by the CMO Council, over half of marketing leaders (54%) are now expected to deliver on revenue growth, with a similar percentage (51%) being held accountable for operational efficiencies.
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