The Top Priorities for CMOs in the Post-Pandemic Marketing Landscape

    The Top Priorities for CMOs in the Post-Pandemic Marketing Landscape

    The COVID-19 pandemic wreaked havoc across the globe in ways no one could have predicted. As a result, chief marketers will have to continue to accept change while putting consumers and employees first.

    Consumer behavior and preferences were significantly impacted as a result of the global pandemic, which shifted how businesses interact with customers. This transition posed a significant challenge for marketers, one for which is – there is probably no playbook. Today’s CMOs should reassess how they interact with customers as their objectives shift, recalibrating their understanding of how customers think, feel, and act.

    Here are some of the top goals for all CMOs in 2021 and beyond as they navigate obstacles and opportunities.

    Take advantage of the broader scope of marketing’s

    CMOs should now play a vital part in their company’s business development, as their responsibilities have expanded beyond traditional marketing activities. They need to re-establish marketing as a role that encompasses more than just demand generation, advertising, and promotion. As a revenue generator, the CMO needs to concentrate on new customer acquisition, retention, loyalty, and more satisfaction of existing customers.

    Also Read: Social Media Marketing Strategies for CMOs in a Post-Pandemic Landscape

    Put the customer first

    Customer obsession enables an organization to sense and respond to market conditions by putting the customer at the heart of leadership, strategy, and operations. It takes more than exceptional customer service to operationalize customer obsession. It all comes down to changing mindsets, pivoting tasks, recalibrating performance, and obtaining funding to make customer obsession a cornerstone of the company.

    Ensure cross-functional coordination

    Increased agility and alignment across product, marketing, and sales help accelerate business growth at a time when customer demands and expectations are changing faster than ever. One of the most important shifts in B2B buying behaviors, according to Forrester’s 2021 study, was the huge increase in the average number of buying interactions, from 17 in 2019 to 27 in 2021. 60% of purchases now involve four or more people, compared to only 47% in 2017.

    To effectively integrate and operate beyond the historically segmented sales, product, and marketing groups, these buying trends necessitate significant changes to the role of the CMO as well as a more strategic approach. In fact, companies that properly connect these three essential operations experience 19% quicker growth and 15% higher profitability.

    Take a stand

    Unlike in the past, when businesses avoided political concerns, today’s push for corporate conscience comes from a variety of sources, including consumers and investors. Employees are the closest link between what a brand says and what it does in the marketplace. A series of events in 2020, including the pandemic, pushed several companies to the edge of the political arena, forcing them to decide whether or not to participate.

    Also Read:  3 Significant Growth Prospects for B2B Brands in the Post-Pandemic Era

    According to Forrester’s 2021 research report ‘Brands and Politics Collide’, deciding whether or not to participate in politics has become a moot choice. The role of the CMO is critical in determining how their brand and corporate values connect with the topic at hand, as well as when their organizations should make a statement.

    The pandemic has had a significant impact on how organizations work, behave, and operate. CMOs will need to continue to embrace change in order to navigate their way out of the pandemic. Organizations should put their customers and employees first, especially if they are transforming their own company.

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