Creating an empathetic relationship with customers by collecting comprehensive insights is another area where we see marketing leaders excelling over traditional marketers because CMOs and their teams have the closest proximity to customer data and insights.
With so many touchpoints, it’s critical to have a culture that fulfills its brand promise to its customers. Ninety percent of experience decision makers agree that the CMO should be the internal advocate for their customers. The connection between promise and delivery is precisely why brand strategy is inextricably linked to sales and experience performance. Instead of acting like a gatekeeper, CMOs should be curators—sharing a comprehensive view of the customer across the entire organisation that all teams and departments can get behind, in order to build the best experience for those customers.
