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New Challenges for CMOs while Embarking on the Growth Journey

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  • PURCAREA, Theodor

Abstract

Challenged to break down the silos, Chief Marketing Officers (CMOs) are accelerating the ways of adequately thinking and acting in the new world of the micro-moments, trying to better approach the customer journey maps and personas, better understanding what drives customer experience (CX), loyalty and profitability growth, considering the increase in the possibilities brought by new technologies, linking marketing’s metrics to finance, and embarking on growth. B2B Marketing is facing an increasing pressure to drive growth and attributable revenue, being strong evidence with regard to the real need of rapid adoption of Account-Based Marketing (ABM) and of making investments in order to adopt data and technology which support ABM, and this within the context in which the scope of B2B Marketing is evolving.

Suggested Citation

  • PURCAREA, Theodor, 2018. "New Challenges for CMOs while Embarking on the Growth Journey," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 8(3), pages 16-25, September.
    • Handle: RePEc:hmm:journl:v:8:y:2018:i:3:p:16-25
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    File URL: http://holisticmarketingmanagement.ro/RePEc/hmm/v8i3/3.pdf
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    More about this item

    Keywords

    CMOs; Customer culture; CX; Marketing’s metrics; Growth IQ; ABM;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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