Today’s CMOs have a greater opportunity to play a critical role in the growth and performance of their organizations. Executed correctly, customer centricity is a fundamental shift in the organization’s framework that will create competitive differentiation. The CMO’s opportunity is to understand the explosion of data from many disparate customer touchpoints and use it to create insights, targeting and measurement that lead to more effective integrated marketing communications. This is connected CRM.

 

A robust customer marketing platform and analytical proficiency will be the key assets that enable this opportunity at scale. CMOs must master a specific set of skills and incorporate them into the marketing strategy … imperatives for building a customer-centric organization.