Every marketing leader approaches their role from a different path. They have a personal M.O. – a ‘modus operandi’ or way of working, that’s often based on a strength across the marketing mix, developed over the course of their career. But their background likely means they have one dominant area of experience and that other areas will, by definition, be weaker.
Having a singular M.O. worked in the past, when marketing’s role within the organisation ebbed and flowed depending on immediate needs and market trends. But today’s marketing organisation is different. Diversification in customer segments, products and competitive threats means that the modern CMO is constantly engaged in all elements of marketing: brand building, campaign management, customer loyalty, revenue growth. The list goes on.
Marketing instead needs a new approach that allows leaders to juggle both strategic and operational marketing priorities, but amidst rising digital complexity, where should leaders start?
To better understand the challenge, Domo, the cloud based operating system for businesses, spoke to over 680 senior marketers around the world on their opinions, routines and plans for the future. The findings revealed that analytics from a vast number of sources are driving ‘data blindness’, as marketers lose sight of important KPIs, and many admit that they are being forced to chase short-term results over long-term strategy.
To overcome these issues, leaders know they need to hire staff with the right skills, but there’s debate as to what those skills need to be. A balancing act remains between skills in data analysis, versus creativity in how that data is used and interpreted. What is clear however, is that a blend of people, processes and systems is crucial if marketing departments are to keep pace with today’s expectations. It’s marketing’s new M.O.
Complete the form below for the free report which explore the findings in full, alongside Domo’s new model for future marketing success. With actions to help marketers hone in on customer experience, demand creation and operational excellence, it’s a marked shift from the old way of thinking.