The new norm in marketing includes a shift in team roles and delivery models, with an increased emphasis on jack-of-all-trades team members who can roll up their sleeves and get stuff done. We’re seeing more and more organizations who need to micro-target opting to find partners who can think like a CMO or CTO instead of filling high-level executive roles.
Forrester also considers 2021 a year of reinvention for CMOs and their teams.
- The research group predicts that leaders will integrate marketing and CX this year, no longer segregating acquisition from product utilization, customer service, retention and advocacy.
- Because growth is tied to continued use of a company’s offering, it’s also imperative that marketing teams focus on acquiring customers who will stick around, reemphasizing full-fledged loyalty programs rather than frequency-based rewards.
- Chief marketing officers will need to drive customer obsession within their teams, putting the customer at the center of everything they do – from leadership and strategy to operations.
CMOs are also prioritizing digital in their budgets.
- The latest CMO Survey reports that while marketing spending decreased by 3.9% over the last year, marketers reported an 11.5% increase in digital marketing spend, showing us the shift in HOW they are spending their budgets.
- Social media ad spend has continued to increase, leaping nearly 30% (Q3 2020 vs. Q3 2019). This trend will only accelerate as we pull out of the pandemic.
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In case you missed it, check out the other installments of our CMO Intelligence series:
