Report: Broader remit sees CMOs struggling to meet expectations

MRM in the Age of Intelligence report highlights the wider customer experience responsibilities on marketing's shoulders

The broader remit of CMOs to include customer experience (CX) and technology may be hampering their ability to achieve basic marketing requirements, such as brand consistency, according to a recent report.

Almost two in three marketers have expanded their responsibilities beyond marketing to include managing CX, but the same proportion still struggle to meet basic brand governance expectations, new research from Simple and the Australian Marketing Institute has found. 

The report, MRM in the Age of Intelligence, reveals marketers also find it difficult to obtain a big-picture view of key marketing activities, such as planning, budgeting, governance, and workflow.

A significant majority (59 per cent) of marketers reported responsibility for managing CX now rested with the CMO or marketing team, and that marketing teams often rely on static processes to manage fluid and evolving brand and CX, which limits their ability to manage brand governance and the customer experience effectively.

“In order to remain agile, process optimisation should be a priority for marketers,” Australian Marketing Institute chief executive officer, Lee Tonitto, said.

“It’s essential to take a disciplined approach to marketing resource management as marketers broaden their remit to managing the customer experience.” 

Just over half (51 per cent) use more than 10 channels to market, 28 per cent have more than five agency partners, and 56 per cent use more than 10 technology solutions.

While almost nine in 10 (87 per cent) rated brand consistency as extremely or very important, only 59 per cent rated their messaging as moderately consistent at best, 56 per cent rated their brand’s visual appearance as moderately/somewhat or not at all consistent, and 51 per cent rated brand personality as moderately/somewhat or not at all consistent.

Only 13 per cent easily monitor their spending against budget, only 10 per cent say their primary planning tool provides an up-to-date view of their marketing plan, and 51 per cent don’t monitor their marketing process at all. Despite this, 26 per cent of marketing teams employ at least some agile marketing processes.

Almost two in three marketers (62 per cent) say their marketing activity is at best moderately aligned with their organisation’s business objectives, and just 38 per cent say their marketing is very or extremely consistent with those business objectives.

“Managing the customer experience is looming as the key challenge chief marketing officers face in the next few years, but marketing teams must get their upstream planning and brand governance right so they can broaden their remit effectively,” Simple chief executive officer, Aden Forrest, said.

When it comes to artificial intelligence (AI), the research showed three in four would use AI to suggest the most effective insights based on previous campaigns, 72 per cent would use it to improve the return on marketing investment, but this is made difficult by the fact that one in two cannot capture campaign results in their planning tool.

The study looked at how marketing teams are managing the customer experience and using people, partners and technology to plan and create marketing content efficiently, drive agility and improve the return on marketing investment -- operational issues traditionally encompassed by marketing resource management.

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

How service heterogeneity is impacting engagement

Marketers have long known the importance of standardising products to assure quality and consistency. For services, however, standardisation is much more complex.

Dr Chris Baumann

Associate professor, Macquarie University

Kindness matters in business: why the nice guys finish first

A recent 1000-page Royal Commission report on misconduct in Australia’s financial sector revealed hair-raising stories of excessive commissions, rampant mis-selling and charges levied on the dead. So how do you stop a bank from misleading its customers?

Nick Liddell

Director of Consulting, The Clearing

Myer vs. David Jones: Do cyborgs win?

As two of Australia’s stalwart brands in Myer and David Jones continue their respective journeys through troubled waters, it heralds yet another sign of the shifting business environment and shift towards an experience economy.

Tom Uhlhorn

Founder and strategy director, Tiny CX

nice article

meripadhai

5 things marketers need to do to get better in buy in when presenting

Read more

International business is closely related to marketing or marketing activities carried out by the company. According to Gitman and McDani...

Eko Prasetyo Utomo X

Salesforce: The age of the marketing campaign is over

Read more

Back in 1968 Holden began an appeal to customers who have an interest in competition. It did this with the introduction of the HK GTS 32...

Ben Tate

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Your blog post is really good and informative. Thanks for taking time to provide us this useful information with us.Auto wrapping uaeADF ...

Yes Machinery

Image intelligence:10 must-see infographics for marketers

Read more

A debt of gratitude is in order for sharing this marvelous information.I have taken in numerous things from your post

digitech Classes

Lumen CMO strives to make the brand synonymous with anti-ageism

Read more

Latest Podcast

More podcasts

Sign in