A rewired business: the rise of the digital CMO
The author draws parallels with the open source movement and the fact that things didn’t really go mainstream until the developers involved at grassroots became the next CTOs. However, while it’s possible that ‘digital marketing won’t go native until the natives occupy the executive suite,’ it’s likely that things will start to move more quickly because of how mainstream, compelling and measurable digital marketing has become.
The Digital CMO will experiment aggressively, hire smart digital natives and empower them. They partner with great agencies ‘have the humility to admit what they don’t know, the courage to toss out the old playbook, and the confidence to allow digital metrics to illuminate the results.’ Sounds like a lot of fun.
The most interesting passages talk to the Digital CMO thinking beyond marketing and into technology. Last year, Gartner predicted that by 2017, the CMO’s technology budget will exceed the CIO’s. This is because the CMO will be expected to drive this digital transformation, which is deeply dependent on technology.
I wonder what this means for the traditional role of corporate communications and technology teams? Does communications become more niche? If it hasn’t already happened, content teams need to come together or at least work towards the same global campaigns and themes. The CIO and Digital CMO will have to more clearly define areas of responsibility between core platforms, product and marketing technologies.
Businesses as we know it are going to be rewired.