The Chief Marketing Officer’s role is evolving, as marketing leaders are tasked to be Jacks and Janes of all trades — addressing data, content, and technology initiatives across their organizations.
With the convergence of concurrent technology, marketing leaders have to develop strategies for and hire talent to support these emerging tactical musts. While titles like Content Curator, Social Media Expert and Data Scientist are popping up, college curriculum hasn’t necessarily caught up with these emerging business needs. In a valiant effort to roll with the punches, marketing leaders are breaking down the barriers of responsibility and tackle these various challenges head-on, often without the necessary support of devoted teams or budgets.
What’s more telling is that, by 2017, CMOs are expected to spend more on IT than their counterpart CIOs, according to predictions by Gartner Group Research VP Laura McLellan.
In an effort to uncover the perceived challenges of marketing leaders, as well as their willingness to improve and adapt to changing roles, Lisa Nirell, Chief Energy Officer at marketing consulting firm Energize Growth, surveyed a group of marketers for their qualitative feedback.
The study points to a lack of self-management structure, persistent cross-departmental conflict and low technology acumen as the biggest marketing leadership obstacles. The white paper, titled “Lessons from the Trenches: How Marketing Leaders Can Thrive in the Battle for Relevance” highlights the importance of self-mastery, continued education in finance and technology, and cross-functional collaboration.
In addition to the study’s quantitative metrics, the white paper offers recommendations and opportunities for marketing leaders in the areas of:
Click here to access the web form to download the "Lessons From The Trenches" white paper, as well as the "CMO Findings" infographic.