We recently came across a very interesting article that raises a very good question. Is CMO a trite term? We’ve come to terms with the fact that we live in a technologically driven world and inbound marketing is the new ‘it’ thing. So, it follows that a new job description means a new job title right?
CMOs are currently at a very important crossroads in their career paths. The idea of a Chief Digital Officer (CDO) brings to light a new issue. Does a more digitally oriented job merit a more digitally oriented title? But at the same time where does the Chief Information Officer fit into this puzzle?
Because of the constantly changing roles, we have to redefine who’s who and what means what. We are well aware that all companies need an executive who knows their way around technology and can bring the business into the new digital world. That is where the CDO comes into play. But the question raised here is who fits the role? Is it the CIO with the tech savvy up the yin yang or the CMO who balances social media with outward people skills? Personally, I think someone in an exec position must have that balance. You have to be able to engage your team, deal with clients, and also utilize the tech tools at your disposal.
CDO is really a hybrid of marketing and technology. So it makes sense that people in marketing should start training with tech and take on this role. Susan Kuchinskas wrote on Clickz.com about an important comment made on the subject. She spoke of a quote from David Willis, “The CDO plays in the place where the enterprise meets the customer, where the revenue is generated and the mission accomplished. They’re in charge of the digital business strategy. That’s a long way from running back office IT, and it’s full of opportunity.”
Originally, people thought that the CIO was evolving into this role, but it might actually be the CMO who will step into this new position. It is the CMO who brings together the worlds of customer interaction and computer smarts. We talk a lot about how we as marketers need to utilize technology in our strategies (what with social media and all that jazz). We bring a new perspective of humanness to the digital world.
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