Marketing has big expectations that must align with cost extraction, revenue enhancement, and accountability business objectives. The results are these CMO goals: 1. Drive new revenue from new customer experiences, or 2. Better manage marketing spend with a higher return on marketing. To be clear, the top objectives are interrelated, where shifts in traditional marketing spend are raising questions about the marketing return, and how marketing needs to be very business relevant in tougher economic times. Conversely, growing market share and acquiring new customers are key goals of new customer experiences.
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