The rapid evolution of technology has created a ripple effect that is impacting far more than just the IT field. The Chief Marketing Officer (CMO) position at many growth oriented companies is becoming obsolete because CMOs are failing to adapt to shifts in their role. Reuters recently published a press release on this very topic called “CMOs Could Be Extinct, Says Strategic Marketing Growth Expert Lisa Nirell.”
In the article Lisa Nirell, president of EnergizeGrowth LLC, lists four reasons why CMOs are worried: shifting budgets towards IT, social media exacerbating cross departmental and customer tensions, pressure to demonstrate a return on investment with marketing, and lines of responsibility against marketing sales are disintegrating.
After meeting with dozens of CEOs over the last several month Nirell found:
“Their biggest frustration is their inability to win the hearts and minds of the C-suite. I believe their current perceived role is limiting them from reaching their true potential. When I reflect on the traditionally sought after competencies for a CMO, an image of ‘order taker and service provider’ emerges. Unfortunately, that perception has three limitations: it has become outdated, if not extinct; it restricts Marketing’s true potential; and finally, it perpetuates the belief that anyone can be a marketing expert.”
What CMOs need to realize is that there are companies out there that are willing to help bridge the gap between the IT and marketing department. ArnoldIT’s content creation service, Augmentext, allows organizations to make themselves visable in any search engine used in the world.
Jasmine Ashton, August 6, 2012