Here’s what some top marketers are saying about the evolution:
- Richard Sanderson, the marketing, sales & communications officer at Spencer Stuart says the “‘Modern CMO’ is expected to be a brand visionary, a product marketing guru, and also an expert in new capabilities around data science, martech, and life cycle marketing. The reality is that very few people can” fill this ‘CMO Plus’ role, sometimes called Chief Customer Officer or Chief Growth Officer. Those that can have a tremendous opportunity.
- Ashley Kramer, CMO of GitLab, has a background in software engineering and product management. She says modern CMOs are “starting to take new and unique approaches on how to use data and analytics as signals.”
- Mickey Mericle, chief marketing and experience officer at Mattress Firm, says the two responsibilities are intertwined. “Marketing relies on knowing the customer from an audience perspective… And then the customer has an experience beyond marketing. I think of those two as customer connections, one is outbound… and the other is follow-through, making sure that everything after they've come into our store or visit our website is delivered.”
- Shweta Ponnappa, the chief marketing and digital experience officer at healthcare firm Providence says “marketing at Providence has stopped being just about brand, it's become about driving incremental attributable growth. A lot of this growth comes through digital exploration and digital commerce such as finding our physicians online and making appointments.”
- Lisa Johnston, chief marketing and sustainability officer at Aveva, says there are great synergies between marketing and sustainability. “When an organization builds its brand purpose and brand narrative, that helps tell the story to employees and to the world about why we exist. Marketing is responsible for articulating the why and for keeping it current.”