November 12, 2015
No technology will fix a CMO’s problems unless they first get their marketing strategy and structure in order, skill up their teams appropriately, and become stewards of data, Bluewolf’s global CMO claims.
Speaking to CMO during a recent visit to Sydney, Corinne Sklar, said too many marketers still perceive technology as a panacea and fail to take into account the wider cultural and operational changes needed to operate successfully in a digital-first environment. She noted a lot of the work the consulting agency does with CMOs today centres on the organisational structure needed to become a customer-led marketing function.
“The big question is: Do you have the right cadence of execution around doing digital marketing?” she asks. “So do you have a content producer? A copywriter? Or if you’re not going to do that internally, who are the partners you’re going to work with on that? And do they have that technology expertise in-house? There is a lot of maturity still happening around this.”
