From the IBM Global CMO Study for 2012
After face-to-face interviews with 1,734 CMOs, spanning 19 industries and 64 countries, we know CMOs are feeling stretched, but we also heard great excitement about the future of marketing. These conversations and our in-depth analysis of study findings underscore the need to respond to three new realities:
- The empowered customer is now in control of the business relationship
- Delivering customer value is paramount — and an organization’s behavior is as important as the products and services it provides
- The pressure to be accountable to the business is not just a symptom of hard times, but a permanent shift that requires new approaches, tools and skills.
With the advent of mobile and social, you’d think that they would take the first spot for being a priority for CMOs worldwide… but you’d be wrong.
Last week I was interviewing Troy Burk, founder of a marketing automation company, and I asked him about their position in the industry. His response was directly in line with the CMO study:
Relationships come before revenue in the dictionary and in business. Drive the relationships and you will earn the revenue. Customer Lifecycle Marketing is different way of looking at your business – across all stages of the customer experience. Marketing plays the critical role of ensuring the right programs and campaigns (sales, marketing, and client success) are all working together to drive engagement with the best prospects/customers to move them forward in the relationship, regardless of which stage is the focus.
Customer Lifecycle Marketing Automation by Right On Interactive is the only solution that provides organization’s visibility of where all of their customer and prospects are in the relationship (or customer journey). From suspect to loyal customer. You see them all and use automation to drive further engagement.
It’s great to work with a sponsor and client that’s on top of the trends!