May 20, 2014
We brought six marketing experts together last week to give their thoughts on the changing role of marketing, as technology continues to change the rules of the game. You can read the full live chat here – but below are the key lessons learned and consensuses reached.
1. CMOs and CIOs need to be more like each other as responsibilities overlap
Bluewolf's Corinne Sklar believes that "CIOs need to be more like marketers – and get inside of the business and align around business outcomes. CMOs need to be more like CIOs and understand architecture and data. Both of them converge at the point of customer interaction, and both roles should partner together to look at how you optimise those moments to drive a frictionless, effortless experience." However, Matthew Walls of Hotels.com reminds us that while "a good CMO needs to be sufficiently interested in technology to remain fluent and able to operate, ultimately it is still about understanding their core customers' needs intimately and delivering on them".
