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Showing posts from February 23, 2019

Why marketers need to help manage digital transformations

From the Altimeter report CMOs need to become more involved in their company’s overall digital transformation, because they’re the ones who best understand the customer.That’s a key idea in two recent reports – Forrester’s “CMOs: Define Your Role in Digital Transformation” [Forrester clients only] and Altimeter’s “The State of Digital Transformation” [free, registration required].Getting a seat. The subtitle to the Forrester report summarizes its main message to marketing executives: “To Get a Seat at the Table, Command Your Customer’s Experience.”“Many CMOs are not necessarily part of the executive committee,” report author and analyst Thomas Husson said in an interview, “and [too] many of them do not really take an active role in the digital transformation journey.”From the Forrester report. One reason he found: the addition of additional C-suite roles, like Chief Experience Officer or Chief Customer Officer. Brands that do have the strong involvement of their CMO in digital transform…