According to Forrester Research, 30% of CEOs indicated that they are going to fire their CMOs this year. The primary reason? Too many CMOs haven’t adjusted to the concept of the customer journey that fluidly moves across touch points.
According to Forrester’s Shar VanBoskirk, “Businesses are in a ‘post-digital era’ in which customers don’t think of digital experiences as separate from physical ones. Amid political and institutional uncertainty, customers value trustworthiness and positivity from the entities with which they interact.”
Marketing hasn’t kept up with your customers. Rather than seeing digital as a separate entity, they see digital tools as just another way to interact.
As a CXO, you’re in the perfect position to help CMOs catch up, improving outcomes for both your company AND your customers. There are three primary ways you can make an impact:
- Help your CMO picture the overall journey, including its true promise: an improved experience. Marketing gets the customer journey concept. In fact, a large share of journey mapping initiatives originates in marketing. Unfortunately, marketing frequently concentrates on path-to-purchase and similar initiatives that focus on promotional opportunities. This leads to a belief that digital and analog touch points are simply portfolios of customer contact points.