The Future Chief Marketing Officer: Accelerating Growth in the Digital-First World — An Asia/Pacific Perspective

The Future Chief Marketing Officer: Accelerating Growth in the Digital-First World — An Asia/Pacific Perspective

To capitalize on changed conditions in the digital-first world, chief marketing officers (CMOs) play a key role in the organization's path to growth acceleration. To become a growth driver, the role of the CMO must evolve beyond marketing communications to become a customer champion, capability builder, and an innovation catalyst. CMOs can achieve this by reinventing marketing functions, cultivating a data-driven culture, and collaborating closely with IT to build out a customer-facing digital platform.To address shifting customer behaviors and ride on opportunities as they arise, customer resilience and agility must be top of mind in how CMOs run the marketing function. "In the digital-first world, the marketing organization must be set up for quick experimentation and make data-backed decisions to quickly scale impact-generating pilots — one that supported by a technology and data platform that enables experiment-driven growth and innovation," says Lawrence Cheok, senior research manager, future of customers and consumers, IDC Asia/Pacific.

Please Note: Extended description available upon request.

Executive Snapshot
Situation Overview
Capitalizing on Change to Accelerate Growth in the Digital-First World
CEOs Want CMOs to Drive Growth by Shifting to Digital-First Tech
From Digital Marketing to Digital-First Marketing
How CMOs Can Accelerate Growth: Growth Squad, Outcome-Based Budget Allocation, and Platform-Enabled Innovation
Growth Squad: Build a Multifunctional Marketing Organization to Meet the Speed of Marketing in the Digital-First World
Driving Cross-Functional Experimentations with the Growth Squad
Supporting Digital-First Journeys with Digital Marketing Functions
Outcome-Based Budget Allocation: Focus on Business Outcomes Beyond Top-Of-Funnel Metrics
Case Study: StarHub Focuses on Customer Engagement Using Lifestyle Marketing to Enhance Brand Stickiness
Platform-Enabled Innovation: Invest into Data-Driven Experimentations
Case Study: An India-Based Fast-Moving Consumer Goods Company Leverages a Consumer Intelligence Platform to Accelerate the Path to Growth
Advice for the Technology Buyer
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