Vision Critical

The customer insight platform
for customer-centric companies

Request a Live Demo


The world of marketing moves quickly. To help you stay up to date with marketing, consumer insights and research, here are 4 articles that caught our eye this week.

This week's theme: the evolving role of the CMO.

  1. The CMO-CIO disconnect

What you need to know:

"Data insights, technology and creative strategy must unite to orchestrate experiences across channels and business units. With a platform of trust and transparency, powered by analytics and technology, CMOs and CIOs will be able to seize the digital opportunity and provide the relevant and seamless experiences their customers demand.Û ÛÒ Brian Whipple and Baiju Shah of Accenture Interactive on

Tweet this: New @accenture report: CMOs must treat CIOs as strategic partners in driving consumer-centric measures.

  1. When a marketing technologist is also the CMO

What you need to know:

"I see customer satisfaction as the outcome of applying marketing science. This requires the organization to understand the customer, to recognize their needs and wants and to provide them with the right offer or response depending on how the interaction is taking place.

On the other hand, customer loyalty is dependent on marketing art. This requires the organization to create an experience that forms an emotional connection with the consumer.Û ÛÒ David Newberry, Group Marketing Officer at Pitney Bowes Software, on

Tweet this: Customers satisfaction comes from #marketing science; customer loyalty depends on marketing art. ~ @DavidNewbs

  1. The Chief Marketing Officer is dead

What you need to know:

"Chief executives can drive the customer-centricity agenda better than anyone else, because they can shape a company's culture and drive the recruitment of customer-oriented people. Having the CEO as CMO also sends a strong message throughout the organization that the customer is front and center and that marketing is everybody's job.Û ÛÒ Dominique Turpin, President at IMD, on

Tweet this: "Get the CEO to be the CMO" - @IMD_Bschool's Dominique Turpina's controversial take on the evolution of the CMO role.

  1. Does your future CEO come from marketing?

What you need to know:

"Traditionally, the CEO has come from just about anyplace but marketing. Companies bent on operational excellence might look to their finance teams or their COO to take the top slot. Organizations focused on innovation might look to a CTO type. Those focused on market share fished in their sales pool for their next big tuna. But rare was the organization that focused on the dynamic relationship between company and customer. Is it time for a marketing CEO?Û - Tod Wilms, Head of Social Strategy at SAP, on

Tweet this: Customers are won by conversing w/ them - and that's why CMOs are well positioned to become future CEOs. - @toddmwilms

What articles caught your attention this week? Let us know in the comments.

New call-to-action

Text Size

- +

Kelvin Claveria

Kelvin Claveria was formerly a Content Marketing Manager at Vision Critical.

Subscribe & Stay Informed

Can't get enough? Want to be notified as we continue to publish new content? Subscribe now and get insights straight to your inbox.