Digital Smiles
CMOs are striving to create an agile and strategic marketing organization that meets the demands of their business. To achieve this, many have centralized some or all of their functions. However, this can lead to difficulty managing disparate teams that do similar work and hinder the strategic insights that should be driving future activities. By establishing a central unit for strategic insights, CMOs can overcome this issue and increase the value of their marketing contribution to the business.
To begin, CMOs should build their organization on a solid foundation. This should include gathering and acting on insights from business intelligence, consumer trends and past campaign results, particularly customer insights. Centralizing teams will allow for easier justification of technology investments and provide internal stakeholders with unified services that are more widely accessible.
Next, CMOs should reevaluate their entire resource ecosystem and combine similar organizational functions into a centralized unit, akin to an in-house agency. This unit should be staffed with synthesizers that have critical and strategic thinking skills, and they should be able to form insights into recommendations and action plans. Furthermore, the unit should also provide a menu of services, including a DIY or self-serve option and consultant services.
Finally, CMOs should take several steps to ensure their foundation is sound. This includes conducting an audit to determine all current sources of insights, appointing or hiring a head of insights and operating the insights unit. By taking all of these steps to centralize their insights unit, CMOs can bolster marketing strategy, innovation and digital experience initiatives.
Originally reported by Martech: https://martech.org/why-centralizing-strategic-insights-is-imperative-for-cmos/
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