We are entering an era where marketers are particularly well suited to make it into the top job.

Ashley Friedlein

C-suite members are spending more of their time personally on customer experience management and e-commerce and proportionally less on things like the supply chain, risk, partner management, security and operations.

The CEO role has never been so accessible for marketers | Opinion | Marketing Week

Consumers on Board?

Consumers can have a huge impact on strategic decisions if we use them in the right way. Creative techniques, projective techniques, assignments: all of these can be used to craft a strategy. To ask them to directly formulate one is a step too far.

(via Consumers on board? | Features | Research)

Consumers on Board?

Consumers can have a huge impact on strategic decisions if we use them in the right way. Creative techniques, projective techniques, assignments: all of these can be used to craft a strategy. To ask them to directly formulate one is a step too far.

(via Consumers on board? | Features | Research)


CEOs rank technology factors above all other external forces in shaping their organization’s future. CMOs and CIOs rank market factors first. Who’s right? Well, customer-obsession says that you are all right. Customers come first. So CMOs and CIOs are right. And only business technology — which we define as “technology, systems, and processes to win, serve, and retain customers” can help you acknowledge your customers’ power and surpass their expectations. So CEOs are right, too. Maybe more right ;-).

IBM’s Global CxO Study Shows That You Irrefutably Live In The Age Of The Customer
(via  Gartner VP and Senior Analyst Ted Schadler- Forbes)

CEOs rank technology factors above all other external forces in shaping their organization’s future. CMOs and CIOs rank market factors first. Who’s right? Well, customer-obsession says that you are all right. Customers come first. So CMOs and CIOs are right. And only business technology — which we define as “technology, systems, and processes to win, serve, and retain customers” can help you acknowledge your customers’ power and surpass their expectations. So CEOs are right, too. Maybe more right ;-).

IBM’s Global CxO Study Shows That You Irrefutably Live In The Age Of The Customer

(via  Gartner VP and Senior Analyst Ted Schadler- Forbes)

Marketing chiefs are in  the middle of digital transformation. 
Hung LeHong, Gartner Fellow: boundaries between industries, industry sectors and industry role are being kicked down by digital technologies:

“In the digital future, a human can talk to a ‘thing’ such as requesting a driverless taxi, just as easily as a ‘thing’ such as a building, can contact a human maintenance worker because the building predicts that a surge in foot traffic means the garbage cans must be emptied soon.
“Digital technology is improving our products, services and processes, our customer and constituent experiences, and the way we work in our enterprises and within our partner. We do what we normally do, but digitalization allows us to do it better or develop better products.”

(via Gartner to CMOs: you need help with digital change)

Marketing chiefs are in  the middle of digital transformation.

Hung LeHong, Gartner Fellow: boundaries between industries, industry sectors and industry role are being kicked down by digital technologies:

“In the digital future, a human can talk to a ‘thing’ such as requesting a driverless taxi, just as easily as a ‘thing’ such as a building, can contact a human maintenance worker because the building predicts that a surge in foot traffic means the garbage cans must be emptied soon.

“Digital technology is improving our products, services and processes, our customer and constituent experiences, and the way we work in our enterprises and within our partner. We do what we normally do, but digitalization allows us to do it better or develop better products.”

(via Gartner to CMOs: you need help with digital change)

Customers expect more from company leaders.
It is time for leaders in organizations to extend their trust to business units beyond their own. When relationships between top marketers and IT leaders are dysfunctional, the consequences are severe. Here’s what the two leaders should do:

Identify the CMO as the “Chief Experience Officer.” And since customer experience  involves every touch point, the CIO is heavily involved too.
Signal that IT is the strategic partner to marketing. That means more than platform selection and execution.
Agree to work from the same playbook. Agree on access to customer data and speed to market along with security, privacy, and standardization.
Change the skill mixes. Upgrade skills and cross-train.
(via The Dangerous Tension Between CMOs and CIOs - Julia Kirby - Harvard Business Review)

Customers expect more from company leaders.

It is time for leaders in organizations to extend their trust to business units beyond their own. When relationships between top marketers and IT leaders are dysfunctional, the consequences are severe. Here’s what the two leaders should do:

Identify the CMO as the “Chief Experience Officer.” And since customer experience  involves every touch point, the CIO is heavily involved too.

Signal that IT is the strategic partner to marketing. That means more than platform selection and execution.

Agree to work from the same playbook. Agree on access to customer data and speed to market along with security, privacy, and standardization.

Change the skill mixes. Upgrade skills and cross-train.

(via The Dangerous Tension Between CMOs and CIOs - Julia Kirby - Harvard Business Review)

Instead of using technology to “target” buyers as they did in the ’80s, marketers should be figuring out how to engage buyers by developing content based on:
Buyer goals
Buyer stories
Buying scenarios
Buyer behavior
Information and intelligence are embedded across all four of these contextual elements. 
(via Updating Your Buyer Personas | Social Media Today)

Instead of using technology to “target” buyers as they did in the ’80s, marketers should be figuring out how to engage buyers by developing content based on:

  • Buyer goals
  • Buyer stories
  • Buying scenarios
  • Buyer behavior

Information and intelligence are embedded across all four of these contextual elements. 

(via Updating Your Buyer Personas | Social Media Today)

What organizations need to understand and manage about the shifting dynamics of influence :
The economic impact on value creation and capture — from total customer lifetime value to total customer network value
The impact on rules of engagement — diverse sets of players are now shaping the norms and regulations
Geopolitical impact  on business environment — including social unrest as power shifts away from traditional bases 
Greater interdependence between organizations and individuals — including individuals who are employees
(via The Influence Landscape: The Evolving Power of Shapers & Influencers)

What organizations need to understand and manage about the shifting dynamics of influence :

  • The economic impact on value creation and capture — from total customer lifetime value to total customer network value
  • The impact on rules of engagement — diverse sets of players are now shaping the norms and regulations
  • Geopolitical impact  on business environment — including social unrest as power shifts away from traditional bases 
  • Greater interdependence between organizations and individuals — including individuals who are employees

(via The Influence Landscape: The Evolving Power of Shapers & Influencers)