Better Marketing Is Better Business!

THE MAJORITY OF PEOPLE who have attained marketing leadership positions have mostly concentrated on the creative aspect of engagement. However, effective marketing lies at the nexus of creativity, innovation, and art.

- Amit Tiwari

It involves developing original means of interaction and communication as well as accurately gauging and monitoring the efficacy and outcomes. Given the variety and complexity of channels, the quantitative and measuring aspects of marketing have become increasingly important.

It can also be overwhelming when one considers the ever expanding diversity, pace, veracity, and sheer volume of data that exists around campaigns and customers. Nevertheless, more than any other C-suite leader, it’s the CMO who is often armed with the data and insights that are needed to be customer-centric, which in turn, can propel growth opportunities for the organisation.

What Needs to Change For CMOs to Be Growth Leaders?

Organisations that are customer-centric are by necessity laser-focused on giving their consumers what they need to succeed. And although CMOs are the ones with all the data and analysis on the customer, the proportion of CMOs who really participate in corporate strategy development is far lower than ideal, according to a Forrester’s January 2022 Global CMO Strategy Survey that put the number at fewer than 35 per cent of CMOs that involved in business strategy decisions. Perhaps it’s time that organisations and board rooms recognise that marketing needs a seat at the table, so that the function with the most valuable customer insights and data can help businesses join the dots, plan better and set relevant goals backed by actionable data.