Large corporates including McDonald's, Uber and Johnson & Johnson no longer have chief marketing officers (CMOs) and the role risks becoming outdated next year, according to a new report.
and the role risks becoming outdated next year, according to a new report.
The digital age has meant that consumers have more ways of experiencing a company than ever: from the ads they see on their Instagram feed to sending a message to a customer service team via. This puts more pressure on marketers, who may have previously only controlled the advertising and communications side of things. Now into the job mix comes a greater demand for real-time feedback on how well, and how often, a firm is communicating with customers.
The emergence of digital technology has meant a "painful transition" for CMOs, from long-term brand builders to operators who are focused on quarterly results and data, according to the "Predictions 2020" report from analyst Forrester. The report does not see the role being eliminated but stated: "We do see a stage set for a desperate fight for survival."
Now more than ever, CMOs have to be in charge of how their brand is perceived everywhere. "The reality is that most CMOs haven't effectively navigated this transition," the report's authors state. "Those who succeed will do so by being accountable for it all — the brand, communications, sales enablement, CX and technology selection.
For example, KFC's CMO Andrea Zahumensky is in charge of innovation, marketing, operations, media and sales at the company, and has
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