{"id":520,"date":"2012-03-08T10:21:28","date_gmt":"2012-03-08T15:21:28","guid":{"rendered":"http:\/\/steinvox.com\/?p=520"},"modified":"2012-04-27T09:59:08","modified_gmt":"2012-04-27T14:59:08","slug":"the-chief-marketing-officer-challenge","status":"publish","type":"post","link":"https:\/\/steinvox.com\/blog\/the-chief-marketing-officer-challenge\/","title":{"rendered":"The Chief Marketing Officer’s Challenge"},"content":{"rendered":"

\"\"<\/a>The following article was written by <\/em>Emily R. Coleman<\/em> of Competitive Advantage Marketing and originally posted as The Chief Marketing Officer’s Challenge on her blog on 28 November 2011. Emily\u2019s CMO insight reminds us how important Marketing is to Business Strategy and the importance of fundamentals over tactical technology du jour.<\/em><\/p>\n

The Chief Marketing Officer Challenge<\/h3>\n

Recently, it seems as though every time I turn around, there\u2019s another new catch phrase or technology demanding to be seen as the centerpiece of marketing: mobile marketing, social media, customer experience, customer satisfaction as strategy, lead nurturing, QRCs [quick response checklists], etc.<\/p>\n

Corporations and marketers are diving head first into the technologies and trends as if they solve all marketing problems. And, of course, no one wants to be left behind.<\/p>\n

Here\u2019s the problem: As the mechanisms and technologies multiply, so do the corporate bureaucracies. There are social media managers, mobile marketing managers, customer experience managers, and on and on. All this, of course, is on top of the traditional product managers, corporate communications managers, Web masters, etc.<\/p>\n

It is quickly reaching the point that all these managers are developing tactics that quite often overwhelm the organization\u2019s marketing strategy. Each part of the bureaucracy sets out a \u201cstrategy\u201d \u2013 mobile, social, etc. But, in fact, to be successful as an organization, each of these \u201cstrategies\u201d should be considered tactics used to achieve the corporate goals.<\/p>\n

Bureaucracies exist to be self-sustaining and expansionist. Turf wars develop. Chinese walls are erected to protect areas from intrusion from other areas.<\/p>\n

Pity the poor CMO.<\/h3>\n

As technologies and communications mechanisms evolve and multiply \u2013 a trend that does not look to be slowing down \u2013 how can any reasonable person be expected to stay on top of it all? How can he\/she be expected to ensure that the mini-strategies (tactics to the rest of us) actually coalesce into something that supports the corporate goals of increasing market share and ROI?<\/p>\n

The CMO\u2019s challenge for the 21st century is not merely to stay on top of marketplace trends and emerging marketing mechanisms, as it was in the 20th century. The challenge is to prevent mixed messages, fractured tactics, and the growth of mini-empires based on technology from overwhelming the whole.<\/p>\n

The CMO\u2019s challenge for the 21st century is to ensure the integration and unity of the entire organization\u2019s marketing efforts. The CMO\u2019s challenge is to prevent the dis-integration of marketing.<\/p>\n

About Emily R. Coleman, Ph.D.<\/h4>\n

Dr. Emily R. Coleman<\/a> is President of Competitive Advantage Marketing<\/a>, Inc. Dr. Coleman has extensive hands-on experience in helping companies expand their marketing reach and revenue streams. Dr. Coleman’s expertise extends from the integration of corporate-wide marketing communications to the development and implementation of strategy into product development and branding. Read more from Dr. Coleman\u2019s blog<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

<\/a>The following article was written by Emily R. Coleman of Competitive Advantage Marketing and originally posted as The Chief Marketing Officer’s Challenge on her blog on 28 November 2011. Emily\u2019s CMO insight reminds us how important Marketing is to […]<\/p>\n","protected":false},"author":3,"featured_media":526,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[11,59,50,4,10,7,8,41],"tags":[17,21,16,15,61,34],"class_list":["post-520","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-decision-making","category-definitions","category-innovation","category-leadership","category-marketing","category-organization","category-strategy","category-technology","tag-agile-behavior","tag-alignment-commitment","tag-fearless-marketing","tag-pervasive-strategy","tag-responsibility-accountability","tag-vision-mission"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/steinvox.com\/blog\/wp-content\/uploads\/2012\/03\/CMO-ChallengeWordleFeaturedImage.png?fit=150%2C150&ssl=1","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p25ukk-8o","jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/steinvox.com\/blog\/wp-json\/wp\/v2\/posts\/520","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/steinvox.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/steinvox.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/steinvox.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/steinvox.com\/blog\/wp-json\/wp\/v2\/comments?post=520"}],"version-history":[{"count":0,"href":"https:\/\/steinvox.com\/blog\/wp-json\/wp\/v2\/posts\/520\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/steinvox.com\/blog\/wp-json\/wp\/v2\/media\/526"}],"wp:attachment":[{"href":"https:\/\/steinvox.com\/blog\/wp-json\/wp\/v2\/media?parent=520"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/steinvox.com\/blog\/wp-json\/wp\/v2\/categories?post=520"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/steinvox.com\/blog\/wp-json\/wp\/v2\/tags?post=520"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}