Cross-functionality is a CMO’s most “priceless asset”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 07, 2019, 6:30 AM UTC

CMOs must understand every part of their organisation and its role in achieving a common goal.

The author states that a CMO’s role has evolved significantly, with them now responsible for more than marketing alone. They remain integral members of their businesses with expanded and complex roles spanning customer insights, experience, data and analytics, digital transformation, creativity and more.

For companies with a pro-marketing culture, the challenge for CMOs to achieve differentiation while risking “innovation fatigue” is very high. They have to master the ability to operate cross-functionally, liaising with departments across the business.

Victoria Keese Morrissey, global brand and marketing director (CMO) at Caterpillar says that marketers must become proficient in understanding how technology and infrastructure can work in a unified manner. They must possess a “blend of art and science” when using technology to drive personal engagement.

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