The new CMO: customer service, product development, sales, data … oh, and branding /from venturebeat.com


The new CMO: customer service, product development, sales, data … oh, and branding

Image Credit: WebTreats

April 1, 2014 10:31 AM
John Koetsier

In the good old days of fat cats and see-gars and THREE TV NETWORKS the chief marketing officer’s job was easy, if it even existed at all: brand, positioning, and placement on TV, newspapers, magazines, plus maybe some radio.

Done, martinis at noon, see you at the golf course for tee time at three.

Not any more. Today’s CMO has increased responsibility for revenue and that, plus the new complexities of social and mobile and web, has increased involvement in all aspects of what his or her company does, according to a new study by Deloitte andExactTarget (Salesforce.com’s marketing cloud).

new cmo responsibilities

“Marketing may be signing up for big numbers, but the customer purchase journey is splintered across product, sales, and service,” the study says. “Many CMOs are faced with a conversion path they don’t entirely own.”

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