What are senior marketers' plans for the future?
Every marketing leader approaches their role from a different path. They have a personal M.O. – a ‘modus operandi’ or way of working, that’s often based on a strength across the marketing mix, developed over the course of their career. But their background likely means they have one dominant area of experience and that other areas will, by definition, be weaker.
Having a singular M.O. worked in the past, when marketing’s role within the organisation ebbed and flowed depending on immediate needs and market trends. But today’s marketing organisation is different. Diversification in customer segments, products and competitive threats means that the modern CMO is constantly engaged in all elements of marketing: brand building, campaign management, customer loyalty, revenue growth. The list goes on.