New Challenges for CMOs while Embarking on the Growth Journey

Theodor Purcarea

Holistic Marketing Management Journal, 2018, vol. 8, issue 3, 16-25

Abstract: Challenged to break down the silos, Chief Marketing Officers (CMOs) are accelerating the ways of adequately thinking and acting in the new world of the micro-moments, trying to better approach the customer journey maps and personas, better understanding what drives customer experience (CX), loyalty and profitability growth, considering the increase in the possibilities brought by new technologies, linking marketing’s metrics to finance, and embarking on growth. B2B Marketing is facing an increasing pressure to drive growth and attributable revenue, being strong evidence with regard to the real need of rapid adoption of Account-Based Marketing (ABM) and of making investments in order to adopt data and technology which support ABM, and this within the context in which the scope of B2B Marketing is evolving.

Keywords: CMOs; Customer culture; CX; Marketing’s metrics; Growth IQ; ABM (search for similar items in EconPapers)
JEL-codes: L81 L86 M31 M37 O33 (search for similar items in EconPapers)
Date: 2018
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