How fit are you for the future?
The 2020 marketing organization....
are you fit for the future...?
a view of new roles or roles that transform
The
digital era will demand the CMO to besides rethink his organizational structure
to become more flexible and agile to the hyperconnected customer or consumer.
Also he has to think of new roles and skill development and education for his
operation.
There
are 5 major marketing area’s that will evolve in their capabilities and 1 new
marketing department to be created in the 2020 marketing organization. The
market intelligence, the marketing
strategy; market management, the demand generation, marketing
communications, marketing operations department
will extend their capabilities and a new department marketing technology
needs to be created.
The
following roles and skills are expected to be created:
Marketing intelligence transforms towards market insight
Major
shift will take place in the marketing intelligence organization although one
could foresee that most marketing professional need to develop themselves with
many new skills of which one of them are analytical skills,. Already identified as a base for all our activities in marketing
2020. (see integrated planning model).
Marketing intelligence evolves towards marketing analytics manager
Would
lead and develop
statistical & optimization models to provide insights and help optimize
customer segmentation. Develop models to predict customer lifetime value,
churn. Construct promotion/content forecasts for customer clusters. Support
design, set up and evaluation of hypotheses testing. Develop reporting on
customer metrics. Track and analyze model parameters and estimates over time.
Collaborate closely with marketing, sales and IT teams to improve data
pipelines. Execute ad hoc data analyses in response to business requests.
Marketing
strategy & market management
evolve towards customer segment managers
Responsible
for all customer segment group research including extracting customer data and
analyzing profiles to develop and determine personas requirements. Develops
targeted product offerings or marketing campaigns based on personas profiles.
Provides information to sales and marketing teams to assist in the promotion of
the organization's goods and/or services.
Marketing communications evolves in customer experience engineer
Responsible
for strategic design of the customer experience through customer journey
engineering. Has a holistic view of the overall wheel of influence (incl. pr,
analyst relations, journalist) and constituents that have different needs in
content. Identifies the content demand and preferred channels of communication.
Demand generation towards community and evangilize management
Responsible
for content creation - writing blog posts, articles, newsletters,
communications materials, and material for social media channels .Social
media marketing – creating, managing and growing the company’s presence through
blogs, Twitter, Facebook,
and other strategically relevant online properties. Events and event planning.
Business development -
Depending on the company and depending on how senior the role is, a community
manager can also be responsible for business development and sales. Responsible
for all activities from awareness towards loyalty. This also includes customer
services media inquires.
Marketing operations
Manages
the master dashboard of all above and below the line marketing campaigns,
social, digital tactics. Analyzes
and sets up measurement tools to provide reports
on metrics, and continually drives internally with other marketing roles ways
to improve on those metrics through testing and new initiatives. Manages the
marketing budgets. Optimizes the marketing processes. Including new digital
& social processes.
Marketing technology manage
Leads
marketing innovation through technology and digital investments and
experiments. Ensures the customer experience demands are implemented and supported. Determines the source of the technology, to
outsource or insource
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