An outsourced CMO is an integral part of your business. Not just an extension, our CMO’s are working collaboratively with senior management to define (or refine) and articulate the marketing strategy, and manage the ongoing implementation and reporting. Our Chief Marketing Officers are essentially – the Outsourced Marketing Function leaders.
Builds the customer value proposition for each brand:
- Which market will we compete in?
- Who is the customer?
- What is the offer?
- What does the brand stand for?
- What are the benefits?
- Are there alternatives?
- Proof of concept
In a world of sameness, finding the points of difference is key to success. Differentiation can be found in many ways, based on
- the market the company’s operating in,
- pricing models,
- product quality,
- bundling and flexibility, and much more.
As the Outsourced Marketing Function leader, the CMO role is to be able to create and articulate those differentiation points.
Research and analysis:
- Set KPIs and continuously measure performance
- Document learning’s from success and/or failure
- Keep on top of customer trends, ad hoc research (quantitative or qualitative)
- Social listening – what are people saying about you in social media?
- Concept test
Develops a complete understanding of the customer:
- Who are we targeting?
- Attitudes, motivations, behaviors, likes/dislikes
- Wants, needs, desires
With technology being easily accessible, the CMO will look to integrate technology in the marketing sense:
- Customer Relationship Management
- Data analytics and marketing automation tools
- Providing digital platforms for stakeholders’ interaction.
Talent attraction / retention
The business’ marketing function has another role – employer branding! To create a sustainable business, the company needs not only a flow of customers, but also a constant flow of the right talent! To bring the right talent onboard, the CMO is responsible to create a and implement strategies to position the brand in a favourable light in the eyes of prospective future employees.
With a P&L mind-set, visionary marketers can take insights gleaned from the data they collect and turn those insights into action:
- new products
- new programs,
- new pricing,
- new segments to pursue
with commensurate economics tied to each. With a P&L mind-set, visionary marketers can credibly step up to the plate and be catalysts in setting the growth agenda. And, with a P&L mind-set, leading marketers can forge relationships with sales and finance, driven by a common language not spoken in most companies today.