Tectonic Shift to Digital Creates a Perfect Storm for CMOs

Finally, the switch to digital is forcing marketing into running itself like a proper business process. As CMOs change channels, they’re seeing an imperative emerge that necessitates monitoring and tuning marketing operations to operate like real business processes.

CMOs now struggle with supply chain inefficiencies, the impact of globalization and the viral shift of the digital channel and are presiding over poorly integrated technologies and processes strung together through historical precedent rather than by design, masquerading as brand management, lead generation or campaign management.

The underlying marketing operating processes desperately need streamlining, integrating and productizing to promote efficiency and reduce costs. Monetizing digital assets demands collaboration both inside and outside the function so that content can be repurposed, reused and managed. New ways of monitoring and managing social media demand toolsets and techniques that automatically extract data and track it so firms can focus marketing budgets effectively.

So no wonder outsourcing’s spotlight has shifted to the last bastion of corporate functions, the previously untouchable and inviolate corporate marketing department.