The Future Chief Marketing Officer: Accelerating Growth in the Digital-First World — An Asia/Pacific Perspective

The Future Chief Marketing Officer: Accelerating Growth in the Digital-First World — An Asia/Pacific Perspective

To capitalize on changed conditions in the digital-first world, chief marketing officers (CMOs) play a key role in the organization's path to growth acceleration. To become a growth driver, the role of the CMO must evolve beyond marketing communications to become a customer champion, capability builder, and an innovation catalyst. CMOs can achieve this by reinventing marketing functions, cultivating a data-driven culture, and collaborating closely with IT to build out a customer-facing digital platform.To address shifting customer behaviors and ride on opportunities as they arise, customer resilience and agility must be top of mind in how CMOs run the marketing function. "In the digital-first world, the marketing organization must be set up for quick experimentation and make data-backed decisions to quickly scale impact-generating pilots — one that supported by a technology and data platform that enables experiment-driven growth and innovation," says Lawrence Cheok, senior research manager, future of customers and consumers, IDC Asia/Pacific.

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