Amicus Digital Co-Founder: CMOs Must Own the Vision

Owning the vision goes hand-in-hand with the technologies that marketers choose.

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This article first appeared on Marketing Exec. The original story can be found here.

Marketing is no longer just about being creative – CMOs need to own the vision of their organisation and become an internal and external advocate of it.

These were the critical points outlined by Amicus Digital’s Managing Director and Co-Founder, Blair Cooke, at last month’s CMO Disrupt event in Melbourne. A twenty-year industry veteran, Cooke’s Amicus Digital is a market leader in Salesforce implementation and at the frontline of where technology intersects with ideas.

For Cooke, the role of the CMO has changed, and CMOs now need complete control of their company vision:

“We need to give [our vision] relevance to our organisation and tie it to our businesses objectives,” he said, “so it’s something that we own… rather than being something that just looks nice on a slide.”

He also noted that it was time for CMOs to not only own the vision, but own the technology:

“I think the role we have as marketers is absolutely vital for our organisation’s selection and adoption of the technologies that we choose.”

“I think the role we have as marketers is absolutely vital for our organisation’s selection and adoption of the technologies that we choose.”

– Blair Cooke, Amicus Digital

Often, marketing professionals are thought of as just producing innovative campaigns and creatives to target to the public. However for organisations to yield a greater level of ROI from their marketing function, CMOs are becoming actively engaged with what technologies organisations use.

Blair spoke about the need to adapt to new technologies.

In order to ensure the right technology is being used to project the right vision, Cooke reckons teams have to “think big but start small”.

Success will develop throughout time, but the right technology and vision has to be created as a starting point.

He noted that marketing is constantly about adapting to and utilising new technologies.

If marketers continue to stick to the traditional ways of doing business, they will be left behind. They must innovate in order to succeed and get ahead of their competitors.

Cooke concluded that the more CMOs had control over their technology decision-making, the more ability they would have to “own the vision” of their organisation and their customer.