Will the next generation of CMOs come from the customer intelligence discipline?
In the not-too-distant future, organisations looking to fill the post of chief marketing officer (CMO) may not peruse the marketing department for the perfect candidate. According to a study by Forrester Research, the next generation of CMOs will in fact hail from the customer intelligence discipline.
The report, ‘The Intelligent Approach to Customer Intelligence’, suggests that changes in consumer behaviour, and a subsequent struggle to understand customers, will force businesses to put greater stock in customer intelligence.
Author of the report, Dave Frankland, describes this as “injecting science into the art of marketing”. He points to comments by Andreas Weigend, Amazon’s former chief scientist, that individuals will generate more data this year than in the combined history of mankind. An incredible statement to make – but one that bears contemplation.
- Of the 53 respondents using campaign metrics metric, 83% saw improvement.
- Of the 55 using customer satisfaction metrics, 78% saw improvement.
- Of the 43 using incremental revenue metrics, 77% saw improvement.
- Of the 57 using customer retention metrics, 75% saw improvement.
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Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 15 years, including Internet Works, CXO magazine and Business Management. He joined Sift Media in 2007.