Aligning Marketing and Sales within the Evolving CMO Responsibilities: Ensuring Greater CX, Customer Success, and Value Theodor Purcarea Abstract We are witnessing significant CMO predictions, while approaching new marketing and sales strategies, AI and analytics, event marketing and so on. Marketers are under a true pressure of optimizing sales approach, taking initiative, and delivering products and experiences which are the most relevant to a consumer first, blending the physical and digital worlds. There is a real challenge of updating CMO’s responsibilities, while looking at customer success as key differentiator for a brand focused on continuously improved CX, holistically thinking about the customer journey, while considering perceptions, recession, ecosystems, digital platforms, revenue marketing engine, and customer-centered action. Keywords: Marketing and Sales; CMO Responsibilities; Greater CX; Customer Success; Value JEL Classification: L86; M31; M37; M38; O33
CMO predictions, new marketing and sales strategies, AI and analytics, event marketing The emergence and evolution of mobile technology, and the “big data” launch into the mainstream were emblematic for this decade close to the end, significantly contributing to a more holistic customers’ view, customers already waiting new ways for their support teams to communicate with and learn more about them (searchable text with minimal effort; streamlined chat and text experiences on mobile devices; personal assistant technology interacting with automated support; seeing on-demand content; the best day and time to receive a message, from who, what terminology to be used etc.). (Customer Experience Update, 2019) After traditionally compiling insights and input on CMO predictions from marketing influencers, the integrated marketing and PR firm for B2B technology and healthcare brands PAN Communications revealed significant research findings for 2020 such as: content and information overload and the need to cut through the noise is ranked as no. 1 challenge; data (or analytics) will also play a key role in evaluating CX, assessing strategies, and improving upon the 2019; budget focus (considering its scattering across a variety of areas within the marketing department) should be resultant from each brand’s mission, values and business objectives. (Habeshian, 2019) It is no wonder within this framework that the reputed American Marketing Association (AMA) launched an invitation for significant AMA Training Series events: “SEO for Marketers: Strategies, Tactics and Trends” (Tampa, FL, January 30-3, 2020; in order to learn the skills to lead change, influence others and navigate stressful conversations), and “People Skills in the Workplace” (Chicago, IL, February 26-27, 2020; taking into account that in the eyes of their clients and employers a marketer’s leadership and interpersonal skills can truly make the necessary difference). (AMA Training, 2019) Holistic Marketing Management
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