Report: CMOs typically leading organisational digital strategy

New report from The CMO Club looks at drivers for digital marketing agility and the state of wider digital ownership across organisations

Enhancing the customer experience, improving competitive positioning and increasing sales are the top three drivers of digital marketing agility, according to a new report.

The latest CMO Insights on the Journey to Digital Agility report from The CMO Club, produced by Accelent Consulting in partnership with Oracle Marketing Cloud, found 71 per cent of CMOs feel their teams now have at least a basic level of digital proficiency, and 17 per cent reported full digital fluency. Nearly half of respondents also agreed digital marketing has provided a much enhanced view of the customer (43 per cent).

Yet despite this, half felt their traditional and digital marketing is only somewhat aligned. The biggest barrier to digital agility listed by respondents was the lack of appropriate technology infrastructure (26 per cent), followed by organisational support (22 per cent) and expertise (21 per cent).

Challenges to view of the customer, meanwhile, included integrating data (32 per cent), analysing data (23 per cent) and capturing traditional and digital data (both 23 per cent).

The report also found marketing leaders today are most commonly the owners of overall organisational digital strategy, in addition to digital marketing strategy. In the most advanced organisations, responsibility for digital strategy is also being pushed down the organisation and functional leaders, as well as the CMO, own these strategies. In addition, the emerging role of marketing technologist is increasingly being introduced to help with digital marketing efforts.

Marketing isn’t doing it alone, though. Across those surveyed, marketing typically defines the need and identifies a solution before turning to the IT function to act as implementer (60 per cent). Only 6 per cent suggested full collaboration was occurring across marketing and IT.

In fact, the report stated the IT function was most commonly perceived as an approver or advisor when it comes to digital strategy, rather than a full participant. It was only when digital projects advanced past $100,000 that IT tended to become a full collaborator, the report found.

When it comes to why digital agility is important, the top drivers were enhancing the customer experience (33 per cent), enhanced competitive position (27 per cent), and increased sales (23 per cent). Across B2B marketers surveyed, enhancing the customer experience was almost twice as important as increasing sales, while for B2C, competitive advantage was the top driver.

“Through the turbulence of marketing transformations, the one steadfast hallmark of successful CMOs around the world is customer-centricity,” commented The CMO Club founder and CEO, Pete Krainik. “However, CMOs need digital agility to unlock the rich insights that enable true customer-centricity. This guide shares the tried and true ways that leading CMOs in The CMO Club have forged digitally-agile, customer-driven organisations that have a leg up on the competition.”

The CMO Club report was based on a survey of 82 CMOs largely across the US and Europe and equally split across B2B and B2C organisations.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Setting advertising objectives for financial performance

I’ll often be talking to clients and at some point say, ‘the most important thing is justifying price’. Then moments later, ‘the most important thing is increasing the size of your customer base’.

Kyle Ross

Strategist, TRP

5 common mistakes to avoid in scalable customer experience

CX is about future-proofing your business by ensuring that your commercial model is always looped into your customers' needs, perceptions, values, beliefs, motivators, and detractors.

Tom Uhlhorn

Founder and strategy director, Tiny CX

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Australian Open chalks up strong ticket sales with chatbot

Read more

Hello, where are the explanations of all the levels explained? I'd like to review this with a couple of colleagues. Thanks.

Melinda Gonzalez

CMO launches CMO CX, debuts customer experience maturity assessment

Read more

A great and accurate commentary - today we rarely get true personalisation. On web journeys cookies or logins remember who we are, what w...

Ian Moyse

Salesforce: Personalisation is a long way off what consumers now expect

Read more

Very nice information !! We provide almost every indian satta matka games with fast results. Online Matka play becomes easy with genuine ...

rsgame

Image intelligence:10 must-see infographics for marketers

Read more

One of the best example for email marketing!!This post has completely explained the power of email marketing and how it is beneficial to...

Abhinav Mohan

How email marketing automation is helping this Aussie electrical wholesaler enter the digital age

Read more

Latest Podcast

More podcasts

Sign in