3 major challenges for the CMO in the digitalisation

Charlotte Banning - Head of Marketing Monday, October 29, 2018

Marketing managers’ priorities 2018

As you already know, most marketing managers has bought into the high rate of change and are actively working today to meet their customers digitally. But what are market leaders' top priorities 2018? And their biggest challenges?

We know.

Wiraya and Odyssey, suppliers in Martech, have interviewed market leaders in a variety of industries to investigate this. The insights from the interviews have been compiled in the report Martech 2018.


1. Cooperation across the business

Working together across business functions is the only way forward since the development of an effec­tive customer journey depends on departments across the organisa­tion.

Marketing leaders are collaborative and they list broad cooperation across organisational boundaries as one of the top success factors in creating the best customer experi­ence. Focussing on the customer is today an absolute necessity. 

2. Customer journeys - translated into data

Marketing departments have come a long way in defining customer journeys. However, few have suc­ceeded in translating the processes into an automated and data-driven process based on customer data. The challenge is effectively imple­menting this approach into existing systems and processes.

Many businesses are looking to push more steps of the custom­er journey digitally. Customers demand simplicity and want to do their business fast and efficiently. Marketing managers say that they will further invest in system sup­port and technology in the upcoming years. These investments primar­ily relate to automation and data management.

3. They want to educate and be educated

Marketing departments are responsible for the majority of customer insights for the business. This means that the understanding of customer needs and feedback is high amongst the marketing lead­ers. As a result, they often market themselves as the customer’s voice into the organisation.

Now, knowledge and understand­ing need to be disseminated across the rest of the organisation. For the coming year both marketing leaders need to focus on firstly transfer­ring these customer insights to others within the organisation, and increasing their own knowledge of suitable technology platforms, that can transform the knowledge of the customer into an even better digital customer experience.

Common challenges for the market leaders

1. Process changes

Many marketing departments are currently undergoing a transformation towards a more customer-focused approach, but there are few internal processes in place. One wants to be able to digitalise the customer journey as much as possible and to make it easier for the customer, while also streamlining the marketing approach of the organisation.

2. Competence

Developing the skills of existing staff to move to a more digital approach is a challenging mission. Most people see that they need to build up competence internally in order to be able to work in a more agile and flexi­ble way. But they also realise that they may need to buy consultancy services for short-term in order to quickly adapt and change. 

3. Analysis is in demand

Lack of analysts is a major problem for most companies. They are needed to process, analyse and recommend how to act on all customer data. Furthermore, it’s diffi­cult to get a complete picture of data, especially when the big companies are stuck in old legacy systems that are not connected.

Read more about four key areas of Marketing Tech to achieve profitability and take your digitalisation to the next level.

1. Strategy - An enabler och disabler?

2. Organisation and processes - Focus on the customer journey

3. Data and analysis - The analyst is the market leaders most sought after colleague

4. Technology and system support - 'Martech' is still an unknown term for many

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