The marketing function is always evolving within organizations as they confront changing consumer behaviour and more diverse clients, target markets and segments.
Amongst the C-Suite, todays Marketing Leadership roles, such as the CMO, focus mainly on building brands, making advertising more effective, and market research, as well as leading company-wide change in response to evolving buying patterns, stepping up efforts to shape the public profile of an organization, managing complexity, and building new capabilities throughout the organisation as a whole.
Once known for traditional advertising management and sales enablement, today’s Executive Marketing roles require an extended knowledge and industry expertise of various channels, strategy, how to crunch numbers and analyse data for customer insights, customer journey and an in-depth understanding of how technology can be leveraged to provide a differentiated customer experiences.
Knowing how to market your company to customers most effectively has always been a key responsibility, however, with today’s incredibly fast-paced technology landscape, Executives are required to be agile, pragmatic, and able to spot emerging trends in customer behaviour.
Businesses thrive by their good reputation and how they are perceived by consumers. As such, the success of an organization can be made or broken by the vision and actions of its Executives.
Marketers are also, indirectly, responsible for customer acquisition and retention. The right kind of marketing campaign can attract new customers to the organization, but it’s targeting and analytics of behaviour that will likely keep them loyal. As such, Marketing should work closely with Sales to ensure marketing messages are in sync.