The Rise of the Analytical CMO

In the post-Covid era, organizations are recalibrating their marketing strategies to make better use of data and analytics to stay ahead of the competition. Increasingly, it is the Chief Marketing Officer (CMO) who has to take the lead to drive digital adoption and become the organization's digital evangelist. Data is everywhere and the CMO is increasingly expected to use multiple sources of data analysis and marketing intelligence for growth and revenue. Customer buyer journeys changed significantly during the pandemic: Buyers prefer to undertake a self-education journey, learning about the product rather than engaging with a salesperson right from the start. This puts the onus on marketers to provide prospective customers with the right content at the right time via the right channel.