“In the era of engagement, marketing is the company”
Excellent McKinsey Quarterly article makes the compelling case the organisations need to re-invent themselves around their customers.
I’d go further than the authors recommend that two traditional C-level roles, the CMO and CIO, be abolished and replaced with a Chief Customer Officer.
Here’s the article’s conclusion:
“The major barrier to engagement is organizational rather than conceptual: given the growing number of touch points where customers now interact with companies, marketing often can’t do what’s needed all on its own. CMOs and their C-suite colleagues must collaborate intensively to adapt their organizations to the way customers now behave and, in the process, redefine the traditional marketing organization. If companies don’t make the transition, they run the risk of being overtaken by competitors that have mastered the new era of engagement.”