Forbes Leadership CMO Network: The 3 Tech Skills C-Level Marketers Need
Key Highlights :
As technology continues to evolve, so does the role of the Chief Marketing Officer (CMO). In order to remain competitive in today's digital landscape, CMOs must have a deep understanding of the latest tech trends, as well as the skills to effectively leverage them. According to Skillsoft Chief Marketing and Sustainability Officer Michelle Boockoff-Bajdek, all marketers need to become technologists and there are three skills that are essential for C-level marketing positions.
The first skill Boockoff-Bajdek identifies is business intelligence. This is a broad category which encompasses overall financials, customer insights, and marketing data. A thorough knowledge of customer needs and how to optimize the customer experience is essential for CMOs. Quality data and effective data analytics are key to this effort, as they enable marketers to develop both high-level and targeted strategies. CMOs must be able to handle large volumes of data, including demographics, psychographics, behavior, and usage, and put it to use in a way that benefits both the business and customers.
The second skill Boockoff-Bajdek emphasizes is the ability to use customer enabling technologies. This includes project management apps, CRM platforms, and marketing automation, all of which are necessary for customer success management. CMOs need to be a lens into the customer and take on more strategic roles. Not only must they be able to select the right solutions in this ever-growing category, but they must also be able to gain buy-in from the entire marketing team and lead by example.
Finally, Boockoff-Bajdek stresses the importance of digital marketing. This was already a central part of many organizations before the pandemic, but it has become even more essential during the past year. Customers expect brand experiences to be accessible, responsive, and individualized, as well as to connect with brands instantly and via their preferred channels. CMOs must understand how to leverage both the IT backend and the creative fascia of websites, social media, and email, as well as how to navigate the ever-growing options available.
Boockoff-Bajdek acknowledges that the shift to digital channels during and after the pandemic has led to digital fatigue, but CMOs must stay informed of both digital and traditional marketing approaches. By mastering the three tech skills outlined above, CMOs can stay ahead of the competition and ensure their organization remains competitive in the digital landscape.
