Make Your Message Part of Your Company’s DNA

If you’re a CMO or striving to become one — be prepared to drive change and enter uncharted waters. To be successful in this role you’ll need greater knowledge of the customer through analytics; more involvement in the formulation of your company’s go-to-market strategy; deeper corporate messaging development and delivery expertise; and finally, stronger change management skills to lead strategic business initiatives that span the enterprise and customer experience. In other words, where your job starts and stops has been forever redefined.

A recent Forrester article “CMOs Boldly Reach For More Influence In The Enterprise,” proves this point: “CMOs should step forward and take responsibility for turning the enterprise toward the customer. This means taking on a more significant role on the executive team … it also begs CMOs to lead innovation processes in the organization … the CMO, has to create a more engaged customer relationship. Getting the organization to see the CMO in this light is a big ask, and only CMOs who rethink their approach to marketing operations will pull it off.”

The modern CMO position is not for the weak of heart. The job requires strong negotiation, collaboration, change management and leadership skills. It requires you to reach into customer-facing areas of the organization to define enterprise-wide communication strategies, create buy-in and establish the connectivity required to deliver a compelling customer experience.

Download the full white paper on “Material Changes in the Customer Experience and the Profound Impact on CMOs” to learn more.

By | 2016-11-14T15:19:45+00:00 March 16, 2016|Categories: Customer Experience|Tags: |

About the Author:

With more than 25 years experience building collaborative relationships with executive teams, Jim brings a wealth of knowledge to every client engagement. O’Gara has spent thousands of hours formulating winning go-to-market strategies and stories for dozens of Fortune 100 companies and hundreds of high-growth businesses. O’Gara’s expertise in go-to-market strategy development, customer research, corporate messaging and positioning, customer experience management as well as customer-centric culture development has earned him the respect of executives around the world. Over the years, his ability to breakdown business, marketing and customer experience challenges in complex industries (such as healthcare, technology and professional services) has been invaluable to CEOs and CMOs at a number of leading companies. Jim is an active member of the Forbes Communications Council and his thought leadership often appears on Forbes.com.