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CMOs Must Tear Down Walls; Become Architects of Customer Journey, New Research Finds

Harvard Business Review Analytic Services whitepaper, sponsored by Marketo, guides CMOs on designing the marketing org of the future

Today Marketo released the results of a study that found that the majority of today’s marketing organizations will need to fundamentally re-organize and re-tool to build a new marketing org for the digital age. The whitepaper, entitled Designing a Marketing Organization for the Digital Age, was commissioned in partnership with Harvard Business Review Analytic Services and showcases exclusive insights from some of the brightest marketing minds, including academic scholars, management consultants and CMOs of some of the world’s leading brands.

“The era of mass marketing is over once and for all. Marketers must be present in every step of a customer’s journey, listening to their behaviors and speaking in a manner that’s relevant to every individual,” said Sanjay Dholakia, chief marketing officer, Marketo. “This requires a re-design of team structures and skills to drive agility, consistency, and efficiency. We’re excited that the Harvard Business Review Analytic Services report provides an essential blueprint for marketing executives to build an organization that thrives in the digital era.”

The whitepaper identified the following actionable steps that CMOs should take to redesign their marketing org for tomorrow’s ‘always on’ digital world:

  • Abandon channel-centric silos and build speed and flexibility through teams: Customer journeys today are made up of self-directed and erratic micro-moments, and marketing must work cross-functionally across the organization to engage customers wherever they are. Marketing technology plays an essential role in driving customer engagement at scale.
  • Reach across organizational boundaries to drive the customer experience: Marketing has the opportunity to become the architect of the customer journey and – through substantive relationships with other parts of the organization, especially sales, IT, and customer service – can capture and drive a 360-degree view of their customers.
  • Build teams with new skill sets that can understand and engage customers across all channels: Marketing organizations need to develop and/or acquire the talent needed for digital age marketing – especially those in marketing automation, operations, advanced analytics, online community expertise, and digital content creation.

For more information or to download the whitepaper, please click here. For additional exclusive CMO insights, please visit cmonation.com.