These tech-driven topics are keeping your CMO awake at night

The incredible pace of technological development hasn’t just impacted the IT end of business: it has wrought massive changes throughout. More than anywhere else, perhaps, these digital trends have hit marketing.

Even a decade ago, there were a small handful of communication streams between a company and potential clients, and these were easily quantified. Now, CMOs have to contend with disparate social media streams they may not have direct control over, as well as the falling value of more traditional marketing streams.

CMOs are, therefore, in a uniquely difficult position in the modern world, contending with increased digitisation, dealing with massive amounts of data to justify marketing’s role, and wrestling with the increasing number of channels and marketing actors.

Digital is the new normal

Many, if not most, people who have made it to the position of CMO grew up in a world where digital was the realm of the IT team; however, the world has rapidly changed and marketing teams need to get on board with it quickly.

Firstly, this means getting to grips with digital marketing, and customers’ growing content expectation. While digital marketing might seem like ‘more of the same,’ once the information is out there, you have very little control over the message: replies, shares, and retweets can all prove to be more viral than the original message, leading to unintended messaging.

Tech-savvy customers also demand consistent and informative messaging across communication streams, increased personal interaction on social platforms, and far more technical detail, which requires a whole new approach to marketing.

Proving the Value of Marketing

Partially because of the digital revolution, CMOs have a much more difficult time proving the value of marketing: not because of a lack of information, but because there is simply too much data across too many channels.

Again, this means that CMOs, as well as their teams, need to rapidly expand their skillsets to deal with an increasingly tech-centric industry. Data analysis and visualisation, far from being specialised skills, need to be brought to the forefront in order for a CMO to effectively tie their efforts to increased profits, especially when trying to tie profits to certain messaging or channels.

Working across skillsets

In addition, because of this increased digitalisation of marketing, a CMO needs to be able to bridge the gaps between technical and non-technical individuals, ensuring that all segments are working to a consistent message.

The data analytic and digital marketing requirements will mean an increasingly technical marketing team, which an effective CMO will need to be able to communicate with on a technical level, as well as communicating with other ‘traditional’ marketing professionals in a less technical manner.

As ever, the CMO needs to ensure that the entire company is focused on a unified marketing message; however, with vast amounts of data increasingly available, this will be a more difficult task than before.

More than anything else, then, CMOs need to improve their technical skillsets to succeed in the digital age: but they don’t have to do it alone. Contacting Clifford Associates for senior digital professionals can help increase the resources available to any CMO.

 

Don't just take our word for it

  • Tom Salvat, CEO, CONCURED
    "As a fast-growing start up, we need great people with a tough set of skills to find. They need to be hungry, experienced and fit the culture of a business that is always adapting and growing. Finding these people using Linkedin and other job boards is tough, time-consuming and rarely bears fruit. Ross has always been able to uncover gems for us, and we are benefiting greatly from his skills at CONCURED. Ross has a rare ability to really understand the business, the culture and the people that will nail the role. I couldn't recommend him highly enough, and he is the only recruiter we deal with"      
    - Tom Salvat, CEO, CONCURED
    Tom Salvat, CEO, CONCURED
  • Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    I am writing to express my gratitude to Ross Clifford & Associates who helped me successfully secure the role of Enterprise Sales Executive at Concured. Ross was extremely professional and understood the specifics of the job I required. I especially appreciated his fast response, transparent communication, and coordination in a timely and efficient manner.
    - Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
  • Jessica Cole, Editor – Redwood London.
    Ross is one of the friendliest recruiters I've dealt with. He was always attentive, quick to respond and ready to help with any questions I had. He's very professional, and not at all superficial like so many other recruiters out there. I would highly recommend him.
    - Jessica Cole, Editor – Redwood London.
    Jessica Cole, Editor – Redwood London.
  • Gareth Lofthouse, Founding Partner, Longitude.
    “We look for commercial people with a rare blend of talents. They need to be able to advise our blue-chip clients on thought leadership strategy. They need to be highly strategic and purposeful in uncovering opportunity. And they need the hunger it takes to thrive in a rapidly evolving business. RC&A were quick to understand our needs, they only delivered high-quality people for interview, and succeeded in getting us a winning candidate incredibly fast.”  
    - Gareth Lofthouse, Founding Partner, Longitude.
    Gareth Lofthouse, Founding Partner, Longitude.
  • Johnny Meredith, Senior New Business Manager, The Bio Agency.
    I can't rate or recommend Ross highly enough. He brings a thoughtful, personal approach to the process, carefully matching opportunities with candidates, through a good understanding of their priorities and skills. Throughout, he keeps candidates up to date in an open, honest way. A genuine pleasure to work with.
    - Johnny Meredith, Senior New Business Manager, The Bio Agency.
    Johnny Meredith, Senior New Business Manager, The Bio Agency.
  • Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Ross is the best recruitment agent I have worked with, he stayed in contact, kept me informed and was with me every step of the process. He also checked in with me during my first couple of weeks in my new role to make sure I was settling in. I wouldn't hesitate to recommend him.
    - Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
  • Neil Kettleborough, CRO & Co Founder, Chalk Social
    I have worked with Ross over 4 years now and he has always delivered a really high standard of candidate both at senior and junior level. His online knowledge is second to none and all the candidates he has put forward over the years have only good things to say about Ross and his work ethic.
    - Neil Kettleborough, CRO & Co Founder, Chalk Social
    Neil Kettleborough, CRO & Co Founder, Chalk Social
  • Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Ross is a fantastic recruitment consultant -  extremely professional, meticulous, patient and supportive. Throughout the process, I felt he represented me really well and genuinely cared about my career and finding the right role. Thanks to Ross I am now in a role I love, working with a brilliant team. Very highly recommended!
    - Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude

© Ross Clifford Associates. Website by Outlines Design.