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Customer Centricity and the CMO: An Interview with 10 CMOs

Customer Centricity and the CMO: An Interview with 10 CMOs

This IDC Insight contains interviews with 10 marketing heads from a range of company sizes and business models for their views on customer centricity. This perceptive group offers observations on the growing importance of customer centricity in the era of the digital transformation and on the behavior of customer-centric organizations. This study describes the evolving role of the chief marketing officer (CMO) within the executive team during this time of historical shift and guide marketers on what should (and can) be measured about customer centricity. This document includes:Interview excerpts from each of the 10 marketing leadersRecommendations for customer centricity metricsList of customer-centric companies that inspire the 10 marketing leadersChecklist of customer-centric behaviors to compare against your organization The 10 marketing leaders featured in this study are:Thomas Been, chief marketing officer, TIBCOSanjay Dholakia, chief marketing officer, MarketoStella Goulet, chief marketing officer, AvanadeScott Horn, chief marketing officer, [24]7Maggie Chan Jones, chief marketing officer, SAPMike Marcellin, chief marketing officer, JuniperHeidi Melin, chief marketing officer, Plex SystemsJames Thomas, chief marketing officer, AllocadiaVittorio Viarengo, chief marketing officer, MobileIronJackie Yeaney, executive vice president of Strategy and Corporate Marketing, Red Hat

IDC Opinion
In This Insight
Situation Overview
The New Urgency of Customer Centricity
Chief Marketing Officers' Interview Highlights
Thomas Been, Chief Marketing Officer, TIBCO
Sanjay Dholakia, Chief Marketing Officer, Marketo
Stella Goulet, Chief Marketing Officer, Avanade
Scott Horn, Chief Marketing Officer, [24]7
Maggie Chan Jones, Chief Marketing Officer, SAP (in Process)
Mike Marcellin, Chief Marketing Officer, Juniper
Heidi Melin, Chief Marketing Officer, Plex Systems
James Thomas, Chief Marketing Officer, Allocadia
Vittorio Viarengo, Chief Marketing Officer, MobileIron
Jackie Yeaney, Executive Vice President of Strategy and Corporate Marketing, Red Hat
Measuring Customer Centricity
Leading Indicators and Diagnostic Feedback
Hard Metrics for Customer-Centricity Success
Leading Indicators of Customer-Centricity Success
Formal Periodic Health Checks and Diagnostic Tools
CMO Customer-Centric Favorites
Future Outlook
Customer-Centricity Behavioral Checklist
Are You Gaining Tribal Knowledge?
Are You Signaling a Customer-Centric Culture?
Are You Building "Connective Tissue?"
Are You Forging Feedback Loops
Are You Cultivating Customer Counsel in Solutions?
Are You Channeling the Voice of the Customer?
Appendix — CMO Biographies
Thomas Been
Sanjay Dholakia
Stella Goulet
Scott Horn
Maggie Chan Jones
Mike Marcellin
Heidi Melin
James Thomas
Vittorio Viarengo
Jackie Yeaney

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