Roadmap to Digital Excellence: The Wave of Change
Further increase in complexity
The field of management and marketing is becoming increasingly complex. Driven by the Internet, new technologies and applications are merging markets, consumers are networking and speaking out with confidence. The number of channels and customer requirements are increasing. Consumers are becoming producers (cf. prosumers) who comment on, evaluate and recommend content (cf. data, information and knowledge) and build relationships with each other on an equal footing. Values (cf. brand cores) such as sustainability, transparency, authenticity and trustworthiness count. In future, organizations that want to benefit from these changes will have to make the wishes of their customers the focal point of their business strategy instead of the product.
Marketing as a driver for customer enthusiasm
This gives marketing a central, strategic importance as a driver for greater customer proximity and enthusiasm. More and more companies are recognizing this today and are upgrading the marketing function. No other management function has such an intensive and far-reaching view of the market - and from the market to the organization. The task of the Chief Marketing Officer (CMO) is to establish this holistic view, which always focuses on the customer, within the company so that it is reflected in all decisions.
Chief Marketing Officer as Voice of the Customer
As the voice of the customer in corporate management, the CMO takes on the task of establishing a strategically understood, sustainable consumer and customer orientation throughout the company; seeing the whole person, understanding the whole customer. The focus is more than ever on understanding the individual phases of the customer journey and increasing the value of customer relationships through beneficial (brand) experiences across the entire customer journey. The quality of the digital customer experience is largely determined by technology and the interaction between different departments and functional areas and has a direct impact on a company's key performance indicators. It is important to see the whole person, to understand the whole customer. Entire production processes and the entire value chain are aligned with (end) customer requirements, not least in terms of sustainability and social responsibility, making it all the more important to steer all marketing activities in one direction and to pursue comprehensive integrated marketing in the sense of total marketing management (TMM) or market-, customer- and employee-oriented corporate management.* Marco Englert (MBA) is a manager, consultant and coach and focuses on management innovations for the sustainable control of increasing dynaxity and digital transformation. As Chief Marketing Officer (CMO) and Executive Director, he is responsible for modeling and implementing management strategies at Motodox GmbH. He has excellent research and leadership know-how and is a certified specialist for brand communication, online marketing manager, digital sales manager, employer brand manager and manager for agile organizational development (Quadriga University).
