Driving Change as the CMO
Leadership and innovation were the focus of several of our exclusive contributors on CMO.com over the last two weeks. The ever-changing marketing landscape requires a certain courage to lead from the CMO. Whether it’s guiding a team to reach consensus on a course of action or driving change through digital transformation, CMOs often juggle many responsibilities to reach customers and maintain their brands’ competitive edge.
Ladbrokes CMO Kristof Fahy sat down for an exclusive interview with CMO.com. He discussed the move that Ladbrokes, one of the largest UK betting and gaming firms, recently made from a channel-led marketing strategy to being more customer-focused. With a focus on the customer, Fahy works to get the company’s promotions and offers in front of those customers. He also mentioned the importance of surrounding himself with talented people with a variety of skills.
CMO thought leader, speaker, and author Thomas Barta discussed the importance of leadership skills in a CMO. After recapping a previous article he wrote about the CMO leading change, Barta reiterated the need for the CMO to make things happen for customers. CMOs often need to build consensus in their teams, but at times when consensus is hard to find and important customer-focused initiatives are consequently in danger, Barta encourages the CMO to “rent a bulldozer” to get things done when necessary.
In an exclusive interview with CMO.com, Travelex’s global marketing director, Dominic Grounsell, shared the opportunities his company has to talk to customers about things that are both interesting and important to them. To have these conversations, Travelex is undergoing “a very fast-paced digital transformation.” Grounsell shared the challenges the company is facing in the midst of this transformation and the goals that drive them to continue in the right direction.
Dominic Mills, chief technology officer at Zone, explored the role brands play in helping consumers get the most from their mobile phones. One of the most important insights Mills outlined was the increasing level of technology in mobile phones, making experiences something that can be delivered to consumers. Brands should be leading the way in being ambitious when it comes to mobile, finding ways “to take the fight back to the disrupters on their own mobile turf.”
Martin Newman, CEO of Practicology, challenged CMOs to explore what customer-centricity looks like in a company. Customer-centricity often requires a rejection of the traditional marketing mix framework in favor of a new customer mix framework. Newman shared how three popular brands are embracing the customer mix framework to make customer-centricity a reality.
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