Only two in five marketers (43 per cent) control their company’s customer data, according to a recent study in Britain, although that figure has increased from one in three (34 per cent). Thirty-eight per cent of them think IT keeps them out of the loop, and 35 per cent think marketing concerns aren’t a high enough priority, according to a report in Wired magazine. “Companies with data analysts who mine the data and come up with automated campaigns that can deliver tailored one-to-one propositions that are relevant and will add value to people’s lives when their next buying decision is made are going to be the companies that are successful.”. According to the Innovation Game report released by Altimeter Group and Capgemini Consulting, businesses are increasingly looking to physical innovation centres to leverage the advances led by startups, most commonly focusing on mobility and big data. This has brought a new level of data-oriented transparency into how marketing is influencing the customer experience throughout their journey.”. While marketing technologists may perform many of the same functions as a chief digital officer, they arguably have a closer understanding of what new technology platforms can achieve in marketing and business growth terms. “All roles are going to have such a strong digital element that the exception will be the non-digital roles. The CEO is responsible for the overall success of an organization and for making top-level managerial decisions. “Someone has to be the customer advocate. There’s also this sense of embedding marketing into the business.”. Not only have traditional channels to market such as mass media been disrupted, advertising models have become less effective and social media has become a pervasive influence on customers. Agile marketing — in which teams work in short cycles to complete highly defined projects and measure their impact, with the aim of continuously improving results over time — is now common in technology companies and financial services marketing teams, and creeping into retail and other sectors of marketing. First it launched the Mobile Futures technology innovation program that saw it partner five of its brands with five tech startups as a way of accelerating innovation and fast-tracking the understanding of mobile technologies within the company. “If marketing’s not embracing technology, it’s going to fall behind,” he says. In some cases, marketing technologists are being appointed to bridge the gap between marketing and IT. In for easy interpretation. “The next phase is why do I need a chief customer officer? Until we can do that, marketing is going to struggle to stand out from the other departments asking for additional money and attention.”. In. In some companies in which agile marketing has taken a firm hold, the entire structure of the marketing department changes. “A lot of companies are hiring someone responsible for leveraging technology to drive product adoption behaviour at scale… This role can help ensure that users are getting value from the product or service, and are ultimately able to renew, buy more products, or advocate to their networks.”. In a segment-driven model, marketing projects should be initiated by the consumer insights team, which should work closely with senior leadership to ensure marketing activity meets corporate objectives. The Changing Structure of Marketing Departments in the Age of Disruption, marketing organisations in the 21st Century is structural, Marketers understand that their organisations need an overhaul, integrating data across teams will improve the customer experience, turning marketing and IT into strategic partners, CMOs don’t think much of their traditional CIO, new sales model uses social channels to build digital rapport. Chief Executive officer(CEO) 2. It’s an emerging area of expertise: less than 900 people on LinkedIn identify themselves as chief customer officers, and less than 100 as chief customer experience officers. Kobie Fuller, a member of the investment team at US venture capital firm Accel Partners (whose investments include 99designs, Atlassian, Dropbox, Facebook and Spotify) and himself a former chief marketing officer of online clothing retailer Revolve, goes further. “A CMO has to be in charge of the marketing tech budget,” Fuller adds. “As a member of the executive management team, Richard will be responsible for protecting and growing the Aussie brand while at the same time strengthening our digital effectiveness and presence with innovative technology,” Aussie founder and executive chairman John Symond said at the time. It followed that with the Media Innovators program, which saw nine of Mondelez’s digital brand teams compete for a share of a million-dollar advertising budget earmarked for digital innovations. Leadership refers to the ability of an individual or an organization to guide individuals, teams, or organizations toward the fulfillment of goals and objectives. Jennifer Wilson: ‘Understand what is taking shape in-market and use this to inform a transformational aspiration.’. One of the basic qualifications for the CMO role is a bachelor’s degree in marketing or related fields. DOWNLOAD IT HERE. The customer? “It used to be that public relations, brand, product marketing, demand generation and field marketing could all do their own thing,” Tzuo says. Some of the CMO’s roles in the product development phase include conducting feasibility studies of proposed products and identifying customer needs. You wind up with more loyal customers and a better margin and people will pay extra margin for that flexibility,” Tzuo says. The third trend, according to Tzuo, is that marketing is now a “data-intensive and technology-enabled function”, demanding new skills sets of the chief marketing officer. “But they put data with product because that’s where they want to get customer insights. “The biggest benefit has been building a strong team and culture that’s focused on the right priorities.”, WATCH THE WEBCAST: HACK AGILE MARKETING IN 8 SIMPLE STEPS. “It’s a transitional phase. Kennada says the Internet of Things has created a “data explosion” which puts companies that are thinking about customer success in a better position to prepare for this disruption than ever before. In committed agile marketing teams, it is not only the structure of marketing that changes; the entire cadence of a company’s marketing activity may be condensed from quarterly to monthly or fortnightly — if the team is running fortnightly agile ‘sprints’, for example. Following are six steps companies and marketers can take to restructure their marketing department: Marketing teams have evolved in most cases to absorb digital marketing capabilities and are moving inexorably towards incorporating new marketing and advertising technology platforms.